There is no need to envy Kate Winslet’s new do or Jennifer Aniston’s signature looks. InStyle hit its target audience right where it dreams in its superbly crafted and executed Hollywood Makeover. Users were able to upload their own photos in order to try on hair and makeup associated with over 200 celebrities.
Sporting the latest social media tools, the feature also let the users post their new looks to Facebook and MySpace. This was a fun and informative tool that also embodied the InStyle brand, long associated with the intersection of fashion and beauty with celebrity. Equally well integrated was the sponsor, Covergirl, whose products were among the interactive makeover tools and branded “try-ons.” Home page roadblocks, widgets and site sponsorships drove users to the experience.
In the end over 64 million impressions were served, and it resulted in 85,000 Covergirl try-ons of products by users. The Hollywood Makeover has been an enormous hit with users, pulling in countless try-ons and over 30,000 registrants a month.
Honorable Mentions:
Bicycling.com – Bicycling.com's GPS Rides and Maps: Bicycling magazine turned content into a service with a free Web-sync to the most popular GPS and cell phone tracking units so that riders can plan and track their tours. This is where enthusiast media enables passion.
Billboard and Razorfish – Billboard.com: The legendary media charts from Billboard came to life at a site that was reconceived from the ground up. Users were able to play media mogul and at the same time discover new artists and genres through customized playlists and voting.
Entertainment Weekly – EW.com: In 2009 EW got chatty, leveraging Twitter and online interviews to make real contact with readers and make their real-time feedback a part of the site’s content in features like Sound Bites and the highly conversational PopWatch blog.
Wired.com – Cutthroat Capitalism: The Game: Turning a compelling feature about piracy into a game was far from trivial at Wired.com. It actually embodied the theme of the original story, in which well-financed pirates calculate the risk and rewards of hijacking ships on the high seas.
Ziff Davis Enterprise Inc. – Smarter Technology: It takes a global village to take on climate change, and ZDE pulled together its own editorial crew, experts and user-commentary to create a site that surrounded the issue with clickable map interfaces and multimedia.
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