Magners Irish Cider, which supports an eponymous comedy festival in Glasgow, decided to stage one in Boston. To promote it - and its brand - the multimedia campaign had the last laugh. Fifty amateur comedians hoping to win a slot pitched themselves on Facebook, generating 75,000 visits - and 10,00 visitors to the festival site. Sixteen of the 20 shows sold out, and 2.1 million impressions were created for Magners. Dying is easy; comedy is hard. Magners just leveled the field.

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For Yuengling's Lord Chesterfield Ale, everything old is new again. The Pennsylvania brewery took the 182-year-old ale and turned a small following into an online success. The inviting Lord Chesterfield site promoted the beer and its colorful 18th-century namesake via Facebook, Twitter and the Chesterfield Advisor blog, which even dispensed dating advice. Between Yuengling events and beer bloggers, 7.5 million impressions were generated cross-platform. Last summer, sales of Lord Chesterfield Ale were up nearly 22 percent in the Mid-Atlantic over 2009.

In 2010, Pepsi debuted the Pepsi Refresh Project, a community-focused platform where you submit ideas and, if accepted, receive a monthly grant. PRP directed more than $20 million dollars to fund 1,000+ great ideas - and received 87 million votes in the process. In 2011, PRP 2.0 awarded twice as many grants - from arts to health to the environment. The site encourages users to participate in their communities, promoting an optimistic, can-do sensibility that embraces Pepsi's spirit. The work isn't selling a beverage; it's selling a philosophy of service.

Since Coke and Pepsi hold pouring rights on most college campuses, Dr Pepper booked a different entry. It partnered with chegg.com, the online textbook rental service, for an interactive brand campaign. Students designed Chegg boxes with Dr Pepper imagery, then asked friends to vote on Facebook and Twitter. The campaign clicked on 4,000 campuses; the top three designers won a MacPro - and the winning look will be printed on Chegg delivery boxes for the fall semester. The promotion delivered top marks: 19 million impressions.

A multiplatform celebration of confidence and personal style, the Pretty Amazing Campaign for Seventeen started with 30,000 girls submitting photos, essays and videos online for a chance to win a $10,000 college scholarship. The campaign grew through social media, and with an MTV special documenting the finalists. Loyal Seventeen readers could also vote for their favorite finalist, submit themselves for a "Pretty Amazing Girl of the Week" feature on Seventeen's Facebook profile page, or even see how they would look on the cover of Seventeen with the Cover Creator photo upload tool.

Channelone.com combines fun and educational content with appealing, creative and intelligently targeted marketing initiatives that make their clients' products part of the fabric of their teen users' lives. With a wide variety of programs, channelone.com works hard to make sure everything seamlessly blends in order to improve their users' online experience. Successfully pulling off everything from video competition movie tie-ins to pledging not to text while driving, channelone.com has kept users engaged and involved.

Recognized by Time magazine as "the Saturday Night Live of the Internet," Smosh is comprised of original content such as sketch videos, music, sweepstakes, polls, contests, casual games, and merchandise. With dedicated young adults and teens behind the site's copyright-clear, brand-safe content, it became the No. 3 most subscribed channel currently on YouTube. With over 1.1 million registered users, 45 million page views per month, and over 10 million unique visitors per month prove that Smosh is providing engaging, entertaining content that users can't get enough of.

Las Vegas is so saturated with top-notch casino resorts it can be hard to stand out, but the Golden Nugget does an impressive job distinguishing itself here (as well as its Laughlin, Nev., and Atlantic City properties). The site melds the classic elegance of a resuscitated Vegas landmark with a new hip vibe. What stands out is the slew of enticing 360-degree virtual tours offered in Las Vegas and Laughlin - be it of a pool, lounge or the inside of a suite.

This does an excellent job of marketing the famed Asheville, N.C., mansion as a destination to celebrate the holiday season, using fantastic images and superb design, matched with practical information. It would have been easy to use less artistry and a more direct roster of activities. Yet, that may not have fit with the stately Biltmore and its heritage. Instead, there is a discovery process, which can help a visitor realize just how much the Vanderbilt home offers - as they might come across information about a red wine and chocolate-tasting experience, …