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BEST OF WEB
2010 Best of the Web: Contests/Online Games PEOPLE/Time Inc. – ‘Bunches of Cash Hunt’Gaming has proven to be one of the biggest draws for the female online audience, but few publishers have cracked the code for integrating sponsors and editorial with that lure of the game challenge. The sophisticated cross-platform package for Post’s Honey Bunches of Oats raised the stakes for online game integrations. The basic trivia challenge asked People.com visitors to answer three questions about the product, but they could get hints from banner creative around the site. This scavenger hunt approach drove ad impressions and deeper engagement with the new Pecan Bunches product offering while at the same time exposing readers to People.com’s many editorial franchises. This was a well-crafted program that moved users throughout the People.com site, but always led them back to the basic trivia microsite and engagement with the sponsor. Product trials were driven by coupons for the new offering. Player data was collected at registration so that Post had solid leads for future Honey Bunches of Oats email messaging. And $3.5 million in ad pages (including a custom “flip-it” insert) in both People and People en Español extended the campaign into print. The program resulted in over 1.2 million page views and 133,112 visitors to the sponsor site. There were over 155,000 contest entries and almost as many e-mail opt-ins. This was a game where consumer, media brand and advertiser all came out winners. Honorable Mentions:Arkadium – National Geographic Channel Expedition: A rare example of online game content that actually evolved along with its offline counterpart. Viewers of National Geographic Channel’s Expedition Week shows could come online to find new topics in an engrossing and very popular adventure game.Brides.com – Groom of the Year: What an inspired way to get grooms to enter a bridal contest: Turn it into a March Madness-style bracket competition for the major regions of the U.S. Yes, there were a “Sweet 16” finalists and a “Final 2” face-off. The New Yorker - newyorker.com Cartoon Kit: This deft use of interactivity lets art-averse users become New Yorker cartoonists by letting them arrange their own one-panel masterpiece from a set of movable objects. Everyone can be Charles Addams, now. Wired.com: Gone Forever: What Does It Take to Really Disappear?: This brilliant combination of editorial and contest played off of a popular feature in which the author demonstrated how one creates a new identity in modern America. For readers, the hunt was on to win $5,000 to find the “disappeared” author. Women’s Health – Win Today: A contest can be an editorial extension of the brand. By deploying monthly themes for prizes to the daily contest, WH readers were asked not only to register with the site, but to contribute to its content by answering a poll question. Back to Best of Web Awards page COMMENTS
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