Awards co-presenter Bonnie Fuller
TechWeb's Internet Evolution team (photos by Yumiko Tsukada)
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Winner: Wired.com for High Tech Cowboys of the Deep Sea: The Race to Save the Cougar Ace
In the March 2008 print issue of Wired, author Joshua Davis thrilled us with a beautifully wrought take of sea rescue, high tech “sea cowboys” salvaging the container ship Cougar Ace in the North Pacific. A massive swell hits the container ship as it refills its ballast tanks. The vessel lists radically to port, putting at risk its crew, surrounding fishing grounds and 4,000 Mazda cars stacked in 14 decks. Online, the harrowing nature of the event gets brought to life in full multimedia. Coast Guard photographs of the foundering ship, narrated excerpts from the Captain’s log and Davis’ own narrated montage of clips, images and graphics surrounded the story and gave readers an amazing experience that electrified Web audiences. Every page of the online production had a striking visual component that expanded our understanding of the event and personalized it with images of the Titan Salvage team that risked their lives to save the ship. The story itself and the deft treatment at Wired.com attracted over 1 million page views in its first weeks online. One of those visitors apparently was Steven Spielberg, who optioned the film rights to the story to bring it to the next dramatic level.
Honorable Mentions:
domino magazine’s My Deco File at MyDecoFile.com: We all tear pictures and pages from magazines to help inspire and remind us of the treasure we found. Domino made the process easy and digital for readers with a virtual tear sheet system that lets users not only tear up their magazines but share them.
Everything Channel for Channelweb.com Tools for Accelerating Technology Sales Channel Campaign: By calling attention to its vast array of online tools for everything from virtual trade shows and lead generators, PR toolkits to event calendars, EverythingChannel leveraged its print products to demonstrate that its Web presence was more than a brand exetension—it is a service center.
Meredith Interactive for Parents Cover Model Search: Who doesn’t want to share pictures of their kids? Parents magazine and Parents.com solicited cover models as part of a cleverly designed dual-pronged effort. The online contest itself became a photo sharing event that jump-started the Parents brand’s own social media initiatives.
Sports Illustrated Group for SI Swimsuit 2008: The gold standard in integrated print and online mega-productions found new editorial energy in 2008 by emphasizing the “hometown” theme of its models, an element that print could tease and the Web could fulfill with greater depth.
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