Awards co-presenter Bonnie Fuller
TechWeb's Internet Evolution team (photos by Yumiko Tsukada)
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Winner - Consumer: Vogue.TV - Model.Live
Models gone wild—now that’s branded entertainment. The video channel for Condé Nast’s Vogue brand joins with IMG to deliver for EXPRESS.com, a full-bore reality series that merges brilliant content with cutting edge  distribution. The Model.Live series unfurled as 14 weekly episodes that brought the backstage of modeling into the foreground. The content itself was irresistible, of course, but this plan excelled at sponsor integration and the wise use of all available media and digital networking. Launched at Fashion Week in New York, the series promotion grabbed every possible eyeball wherever it gazed: in print (14 million impressions), online (197 million impressions), in email (3.8 million impressions) and even on bus posters (7 million impressions). Exploiting the latest techniques for social media and networking, Model.Live found its way into conversations with models via the Bebo social network, as embedded video on Hulu, Tivo and iTunes and via thousands of pieces of user-generated content. The EXPRESS brand clothing (104 items) were integrated with the content and available for sale on site. The resulting 6.3 million video views and 5 million Bebo interactions provided with measurable ROI: brand lift and an increase in sales. The Vogue.TV/IMG execution demonstrated the power of a fully integrated plan where digital media could provide consumers with a real payoff for a campaign that reached across every imaginable platform.
Winner - B2B: IDG – AccelerateResults.com for AMD
.jpg) When a major manufacturer of computer processors and video cards needs to reach its core constituency, then a combination of reach and targeting is in order. IDG leveraged its massive IT audience as well as its many properties in print and online to make Accelerateresults.com so much more than a custom publishing project or mere “minisite.” The site complemented the quarterly AMD Accelerate magazine already produced by IDG’s CXO Media with a rich editorial product that was a true destination site. Accelerateresults is an object lesson in advanced integrated advertising. The site is refreshed regularly with editorial from the IDG team and AMD. Over 100 editorial items, from white papers and videos to research studies and Webcasts, pour into the site every quarter as well as licensed content from the IDG editorial units. The seriousness of the site as a destination for the industry is reflected in the back end: a fully realized content management system that runs multiple analytics system to help optimize content and gauge performance. This isn’t your father’s minisite. Subscription-based e-newsletters launch weekly to keep enterprise and small business customers apprised of the brand and the freshness of the site content. The site is robust and popular enough to attract its own marketing partners, such as Dell, Microsoft and IBM. Accelerateresults.com raises the bar in “custom publishing.” It earned the hundreds of thousands of unique visitors by treating a promotional site as a real editorial project that users could take just as seriously as its publishers.
Honorable Mentions:
Condé Nast Digital Creative Services for Häagen-Dazs - Help Save the Honey Bees: This creative blend of messaging (disappearing bees) and content (honey-related recipes from Epicurious) brought the seriousness of a worldwide crisis in nature into everyone’s home and kitchen.
Condé Nast Media Group for Chevrolet’s 2008 Fashion Rocks Presenting Sponsorship: "Shop, Rock & Roll": For its fifth year, Chevrolet sponsored the multi-platform Fashion Rocks, but this year the online Shop, Rock & Roll custom component bolted the auto brand to a call-to-action: discover your passions and style.
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Hachette Filipacchi Media Group – ELLE.com for NYC's Defining Places Virtual Guide sponsored by Maybelline: ELLE magazine applied its authority as an arbiter of cool to create for Maybelline a Google map integration that identified the hippest places to shop and dine, resulting in 3.3 million impressions and over 150,000 contest entries.
InStyle.com for P&G Downy Design Tag: The Downy brand gives InStyle readers a real tool that embodies a message. The Design Tag helps them learn what sizes, colors and styles they should be wearing, and how to keep their garments new and soft with the P&G product.
Source Interlink Media for XM Radio “Coolest Car Challenge”: This campaign for XM Radio engaged the car community by pitting them against magazine editors to find the coolest car—made cooler by the XM brand. A great integration of product and interactive engagement.
The Knot Inc. for Wal-Mart Canopy: By aligning Wal-Mart’s 2008 Canopy campaign with its own hip young community “The Nest,” The Knot helped the retailer interact with an untapped audience and raise the brand’s credibility as a source for feathering new nests.
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