2011 Best of the Web Awards: Marketing Campaign

Thursday, April 7, 2011

Cosmopolitan – Global Fun Fearless Female

In 2010 one of the most ambitious and successful magazine promotions involved promoting a magazine brand itself. For both advertisers and readers, Cosmopolitan leveraged its global reach to 77 million women by inviting its vast audience to speak up. A unique cross-platform execution netted over 15,000 user-submitted photos in the first month, which Cosmo then used on billboards and taxi cabs, in the magazine and via Cosmo TV worldwide. With a goal of over 1 million Facebook ‘Likes’ and Web sites serving both consumers and clients online, Cosmo proved that the best advertising for a great print brand is the reader herself.

Honorable Mentions

Condé Nast – Brides.com's Love Truck
Bride’s mobile studio captured readers’ love stories (even Mayor Bloomberg’s) to create a user-generated online quilt of romance.

PEOPLE – Fans Crown The "Sexiest Man Alive on Facebook"
Brilliantly extending a legacy media franchise onto the cutting edge of social online media, People.com demonstrated that even the smart kids of “The Social Network” could learn a few tricks from magazines.

One Motoring – 10th Anniversary Celebrations
This celebration of Singapore’s premiere motoring portal bolted the new media brand to a long history of motoring in the city and engaged users in remembering how great cars figured in their own past.

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