2011 Best of the Web Awards: Integration with Print

Thursday, April 7, 2011

Condé Nast – Chase Ultimate Rewards

Reaching adventurous types through their major passion points is not as easy as it seems. Men and women who Chase wanted to target for their Ultimate Rewards credit card loyalty program tend to be all over the enthusiast content map, from female fashionistas to male media lovers. To solve its client’s problem, Condé Nast’s Media Group designed a My Ultimate Reward campaign around three key lifestyles and celebrities that pursue them. Cat Cora, Robin Thicke and Nicole Miller all shared their passions for restaurants, shopping and adventure to craft a campaign that spoke to a wide range of audiences but in voices and tastes that seemed hand-picked for the consumer. The 360-degree effort used print to raise awareness and find the interested, then moved the user online for a sweepstakes and real online activities that gathered even more points for them. Condé Nast gave a broad campaign specific voices and closed the loop on the marketing effort by driving the client’s database and real world use of the card.

Honorable Mentions

Arthur Frommer's Budget Travel – Budget Travel's World's Best Packer
In this innovative use of audience-generated content, Budget Travel let users show off their packing skills and in the process create wholly original content that put images, tips, and travel advice from the user base across the Web and print. A user-driven franchise.

Hearst Digital Media – Esquire, The Music Issue
Esquire activated its Music Issue by driving users to unique recorded music and multimedia online, resulting in 1.5 million page views, 100,000 video views and 30,000 downloads.

Hearst Digital Media – Seventeen's Freshman 15
College freshmen advise teen readers what to expect from higher education. Seventeen's columnists come to life on the social networks where users extend the experience with one-to-one exchanges and get closer to the reality of college life.

InStyle.com – InStyle.com and InStyle's Foursquare Initiative
Partnering with innovative local check-in app foursquare, InStyle put its content in front of users literally at the point of sale, Saks Fifth Avenue.

Shape – 2010 Shape of Beauty Awards
In 2010 Shape extended its annual Shape of Beauty Awards into a three-week run as a heads-up display on the site home page to drive traffic to the editorial and brand impressions to its sponsor. Over 1,000 visitors requested product samples.

Travel + Leisure – TravelandLeisure.com
T&L engaged users to connect with the magazine’s Web site with a cross-platform campaign designed to appeal to them on a basic level: photo contest (competition) Favorite Cities (hometown pride) and bargain-hunting (2D coding on Best Deals page).

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