• Online Advertising Creativity / Email: Marketing Campaign: Acxiom Integrated Agency / Bing / Plan a Night Out
    Bing's "Plan a Night Out" member email campaign merged creative and strategy to increase the use of Bing's search by exposing users to new platform features leading up to Valentine's Day. The emails utilized eye-catching subject lines like "Bing: Plan your night (that lasts till morning)" and featured dramatic "hero" images designed to appeal to different audience segments, complete with unique Bing search bars and hot-spot area links. The campaign received nearly a 20 percent increase in open rate compared to average and a 160 percent increase in ...
  • Online Advertising Creativity / Email: Marketing Campaign: Responsys / REI / REI Gearmail® Newsletter Redesign: 2011
    Responsys worked with REI, an outdoor gear and apparel retailer, to redesign their monthly newsletter with the goal of creating a flexible template to elevate REI's brand content and inspire subscribers to get outdoors. The animated "hero" space created an engaging experience with rotating travel imagery, supported by tips, expert advice articles, local activity information, and user ratings and reviews. The newsletter also supports other marketing channels with elements like a personalized link to the subscriber's preferred store and Facebook sharing functionality. Since rolling out the new layout, REI has reported an ...
  • Online Advertising Creativity / Banner: Standard, Flash or Rich Media: Y&R/VML / Xerox / Real Business
    How do you let potential customers know that your company, which they may only know as a copy machine, can help them as a full-on consultancy and take care of all the boring back-office stuff they don't want to do? And make it sexy? With a Ducati motorcycle, of course. The pushdown unit depicting a scene of a Ducati being tested in a wind tunnel with a hapless fellow getting his stack of, um, Xeroxes blown all over the place does the trick quickly, simply and strikingly.
  • Online Advertising Creativity / Banner: Standard, Flash or Rich Media: Starcom Worldwide / Oracle / IT Nanosite
    Instead of trying to get the IT professionals to come to their microsite or download an app, Starcom and Oracle went to the IT professionals with a quality and engaging "nanosite." Research indicated that IT professionals are unlikely to ever return to an external "sponsored" Web site or microsite even if they did click through, so the strategy became packing all the information into a neat little experience that appeared across IDG sites frequented by the IT pros. The unit resulted in more than 9,000 senior IT professional registrants.
  • Integrated Online Campaign / Retail: Ubermind / Target / Target for iPad
    As consumers today are too busy to stroll through every aisle of a store, Target created an application in which they can find what they need with a mobile device. Browsing the Weekly Ad, creating a shopping list, making a search at target.com, or locating the nearest Target store are things that Target offers with its app. From directly purchasing via your device, to scanning coupon barcodes off your phone, Target has set the standard for all retail applications.
  • Integrated Online Campaign / Technology & Web Services: Martha Stewart Living Omnimedia / Microsoft Office 2010 / Make Home Projects Great
    The Microsoft Office 2010 and Martha Stewart Living Omnimedia (MSLO) partnership demonstrated that an audience will respond when custom content and branded entertainment remain on-brand. The "Make Home Projects Great" campaign was executed on multiple platforms, each utilizing custom MSLO templates designed by Martha Stewart editors, all of which utilized new features of Office 2010 combined with Martha Stewart flair. The cross-channel campaign utilized co-branded banner ads with a home page takeover, email promotions, advertorials, free trial downloads of Office 2010, a UGC contest, and was integrated into two ...
  • Integrated Online Campaign / Technology & Web Services: Mindshare / Sprint Nextel / "All Together Now"
    For Sprint's "All Together Now" campaign Mindshare developed activation programs on multiple platforms and channels, moving people to create change in the world through their mobile devices. These programs centered on real-time human stories and were produced through online votes and interactions with the All Together Now message, such as the perfect wedding engagement for a hopeless romantic and giving a band its big break at SXSW. The programs were executed with publishers such as mlb.com, Screenvision, Hearst, Time Inc and Rolling Stone, incentivizing users to influence a change to receive ...
  • Integrated Online Campaign / Technology & Web Services: TubeMogul / Symantec / Symantec Cloud Campaign
    The Symantec Cloud Campaign leveraged YouTube, Facebook, Twitter and Google SEM to generate leads among an audience responsible for building and securing cloud computing environments. Through a 1-2 punch, Symantec delivered informative online video commercials (via the platforms mentioned above) to drive prospects to download a critical white paper, which then created a series of activities/offers to determine lead qualification. The campaign resulted in over 100,000 views and thousands of qualified leads.
  • Integrated Online Campaign / Travel & Tourism: True North Inc. and Expedia Media Solutions / Disney Destinations / Disney Destinations Brand Awareness Campaign
    Disney is a household name - so to keep its Expedia bookings fun - it produced a series of interactive, expandable ads pitching Disneyland, Disney World Resort and the Disney Cruise Line Disney Destinations. Users could scroll over ads and watch a promo video on a particular Disney location - without leaving Expedia. By keeping the microsite within the Expedia site fresh and uncluttered, booking vacations was a breeze. Click on Goofy and turn the Magic Kingdom into real-world travel.
  • Integrated Online Campaign / Travel & Tourism: Organic, Inc. / Hilton Hotels & Resorts / Stay Hilton. Go Everywhere.
    Like Paris, Hilton Hotels get around. To underscore its global presence in 76 countries, the hotelier launched a home-page takeover and sponsorships at The Wall Street Journal, USA Today and Concierge sites, among others, touting its virtues in seven languages. Stylish photos of sought-after destinations are tied to Hilton's ubiquity, establishing an emotional connection with customers. To discover Hilton's many offerings, device-neutral apps revealed the chain's virtues for both business and personal travel. By reestablishing brand awareness and sales, more HHonors members checked in.
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