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BEST OF WEB
Best of the Web: Marketing Campaign Back to Best of Web Winners page Winner: The Atlantic Group for Think.Again. – The Atlantic ProjectThe 151-year-old brand took its own good advice in 2008 and “thought again” about what this great American magazine could mean to readers in a deeply troubled age. The result was one of the most dramatic and successful  magazine re-branding campaigns in recent years. Much more than a clever repackaging of the same product, the Think.Again. project was a top-to-bottom redirection of editorial strategy, visual design and marketing follow-through that communicated the meaning behind the tagline. Atlantic started asking the hard questions on every cover: “Is Google Making Us Stupid?” “Why Do Presidents Lie?” Editorially they captured the serious, more no-nonsense spirit of 2008 and this election cycle and the looming economic downturn. TheAtlanticProject, the online iteration of the theme, was literally a multimedia wonder wall of images, videos and all of those Atlantic cover questions that soon became word icons of last year. Blogs, videos and documentaries all demonstrated how the magazine’s new set of pressing queries came off the page and into communities where people answered them and activated the gray matter. In all of its elements the Think.Again. campaign became a meme that suggested how The Atlantic—how magazines themselves—could reassert themselves in the national conversation. Honorable Mentions: Condé Nast Digital for Style.com – iPhone Promotion: Style.com knows a fashion tsunami when it sees one, and the brand rode the iPhone tidal wave. Its phone giveaway promotion, seeding iPhones with key fashionistas, and a social network outreach helped promote one of the first and best content plays in the new Apple App Store. Windows IT Pro for Paul Thurrott, News Editor: One of the legendary names in shoot-from-the-hip tech writing, Paul Thurrott’s writing is its own best advertising, and Windows IT Pro has leveraged the man as a brand no one can miss. Back to Best of Web Winners page COMMENTS
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