2011 Best of the Web Awards: Advertiser Program/Partnership
Thursday, April 7, 2011
.gif) Better Homes and Gardens/American Patchwork & Quilting – 1 Million Pillowcase Challenge
 A key challenge and opportunity for national magazine brands in coming years will be to leverage local markets. Better Homes and Gardens and American Patchwork & Quilting magazines located the passion for quilting and good works among their many readers to construct the hugely successful 1 Million Pillowcase Challenge to support their favorite local charities. The “Make a Pillowcase, Make a Difference” mantra rang into large and small communities through a series of quilt shop events that drove business into nearby stores. APQ supplied ideas, pillowcase kits, quilt shop finders and persistent promotion through weekly e-letters and sweepstakes at Meredith sites. This campaign was well-constructed to serve readers at the grassroots level, promote and help the art of quilting, and bring sponsors in closer touch with communities and their values.
Honorable Mentions
The Atlantic – The Local Leaders with Big Responsibility Program
In championing local heroism and the mission of The Responsibility Project, The Atlantic served neighborhood interests but also tied good works to sponsor Liberty Mutual and its ongoing support of local community leaders. The contest promotion garnered between 10 and 50 times the normal clickthrough rates on all campaign creative.
Entertainment Weekly – Buick & Must List 360 Sponsorship
Cutting across magazine, Web site, iPad and iPhone versions of the popular EW “Must List,” Buick Regal aligned itself with some of the top pop culture moments of the summer. The campaign delivered over 2 million online impressions and reached 11 million in print.
Condé Nast – W Fashion on Film
This inspired fashion film festival online was a celebration of style as well as a deft promotion of the W brand itself. A series of short films surrounded the core “The Remaking of W” documentary that revealed the history of a great magazine.
IDG Communications - Dell Take Your Own Path
Through creative rich media ad units, IDG targeted small businesses with direct advice from some of the most successful tech company managers of the past decade. At the same time the campaign listened and gathered important information from small and medium businesses.
MensFitness.com – US Navy
A combination of sponsorship, custom content and media exposure bolted the U.S. Navy Divers Search & Rescue Program to MensFitness Triathlon Training Handbook. The perfect marriage of content and sponsor reached across video, Web, Facebook and Twitter.
PEOPLE.com – “Sprint Screening Room”
This unique custom content program connected the innovative Sprint Epic phone with the Hollywood film material its target audience craved. The Screening Room experience demonstrated the attributes of the device itself while serving up movie trailers from some of the hottest properties of the moment, and did so across Web, Facebook and mobile platforms – a truly next-gen demo of a next-gen phone.
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