Awards co-presenter Bonnie Fuller
TechWeb's Internet Evolution team (photos by Yumiko Tsukada)
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Winner: New York Media for nymag.com’s “Where’s Rogan” Video Microsite
One of the most creative Web video series of the year turned Fashion Week coverage into a full-bore mockumentary, Webisodic adventure and novel product placement play. In a clever collaboration among NYMag.com, Hat Trick Media, Microsoft’s Silverlight technology and advertisers, a fictional storyline finds fashion designer Rogan Gregory kidnapped. Over eight episodes dropped over several weeks we encounter real figures from the fashion world, quick takes of the fashion itself and product placement opps for Continental Airlines, Olay and TRESemme. New technology from Microsoft allowed the sponsors to offer time-coded product exposures and contextual advertising both in and around a video production that was entertaining and informative. The sponsors became part of the comedy and the light spirit of the content. Director John Gutierrez gave the production the faux authenticity necessary to make it fun and compelling. This was among the more compelling branded media plays of the year because it was fearless about content and format.
Honorable Mentions:
Harvard Business Publishing for Downturn 2008: A Manager’s Survival Guide: The prescient digital editors of Harvard Business Publishing got ahead of the downturn with this compilation of managerial resources for navigating the recession that no one else knew we were in yet.
Source Interlink Media for Castrol Syntec “Top Shop Challenge” Campaign: The full range of Source Interlink specialty car titles collaborated to start enthusiast readers’ engines with a contest no grease monkey could resist: building the most powerful out-of-spec super engine.
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