Newsweek Inc.
Newsweek’s 20/10: The Decade in Rewind
Newsweek’s magisterial online production reviewing the previous decade in words and pictures closed the loop between newsmakers and news consumers. The 20/10 project took the notion of the magazine “list” feature to a  new level altogether. Over a four-week period the site unveiled 20 top 10 lists that offered insightful looks at different aspects of the last decade. From the best quotes to the top things that were unknown in 1999 but indispensable now, the lists were open invitations for readers to think harder about recent history.
The Newsweek project leveraged Facebook to engage the audience in commentary and conversation. The net effect for Newsweek was to remain front and center in the national conversation about the last decade for weeks. For readers it was an opportunity to reflect on change and share memories in thousands of posts across Facebook and Twitter. But at its core, the conversation was grounded in a beautiful online presentation at the site itself. Video, scores of guest authors and a highly usable slideshow format for the lists themselves demonstrated how great conversations are not random events—they can be built by compelling content.
Newsweek’s retrospective of the last 10 years in some ways foreshadowed the next 10 years, where media must learn to become hosts and facilitators of users interacting with one another.
Honorable Mentions:
American Express OPEN - The OPEN Forum Website - OPENForum.com: AMEX rethought its OPENForum.com site for small businesses with a new Idea Hub that leveraged the insights of major magazine partners like Fortune Small Business and Inc. while at the same time connecting small businesses with one another via a virtual rolodex of contacts.
Playboy Enterprises Inc. - AMC Mad Men: Playboy relived its historical zenith as a cultural power by aligning with the AMC TV series that looks as if it popped out of a 1960s Playboy magazine. The full-day takeover of Playboy by the TV series was among the most talked-about digital programs of the year.
The Knot Inc. for Elizabeth Arden - Elizabeth Arden "My Inner Bride": The Knot gave partner Elizabeth Arden the opportunity to align itself with bridal fantasy. The “Inner Bride” tool let women create over 15,000 bridal “avatars,” with not a single bridezilla among them.
World Wrestling Entertainment – SummerSlam: To promote its summer pay-per-view events, WWE created a retro look and feel that extended across its print, online and TV properties and became one of the most popular and effective digital drivers of offline business. Consistency of message keeps audiences focused.
Ziff Davis Enterprise Inc. – Smarter Technology: It takes a village to go green. Ziff Davis’ site dedicated to greener approaches to tech combines its own editorial with professional submissions as well as a user-driven platform where readers themselves can add to the library of case studies, essays and links. The site embodies the group effort necessary to turn the heat down on a planet.
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