Awards co-presenter Bonnie Fuller
TechWeb's Internet Evolution team (photos by Yumiko Tsukada)
Learn From the Winners
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Winner: People.com for Who Looked Hot Video Series
 People brings together its celebrity and style coverage into a weekly quick grab for fashionista stargazers. The editors cull ideas from their own expertise as well as from blog posts that track what the readers like and want. A weekly “Not Hot” pick pokes at the celeb faux pas we love to dish about. The delivery each week from host Carrie Milbank is crisp and timely. But what makes this series stand out is its service element. Who Looked Hot is aimed at helping women find the looks they like most on celebrities. As the video plays a unique sidebar with an “Editor’s Pick” inspired by the winning look runs alongside. Users can click through to find out more about the item. Clearly People.com is on to something. In 2008, Who Looked Hot attracted 100,000 weekly streams, making it the most popular category in the brand’s video stable.
Winner: This Old House for Family Projects
This Old House’s video series, aimed at family togetherness, is a great example of pulling video out of its usual silo and making it an integral part of a cross-platform editorial project. The series presents monthly projects that parents and children can do together, making this a DIY program with a deeper aim. But the video itself just forms the centerpiece of a richer content execution involving pull-out books in the magazine as well as shopping lists, downloadable templates, product galleries and safety tips around the online video page. TOH not only offers people ideas but it creates a frictionless environment that makes it easy for parents and kids to get started right away. No excuses. Whether it was building an easel, a lemonade stand, a tree swing or a bird feeder, the Family Projects series brought DIY into a new kind of service. TOH demonstrated how online video is evolving into the spark rather than the end point for editorial projects. It deservedly attracted more than 400,000 views.
Honorable Mentions:
Alpha Media Group for Blender Burner: Blender brings the front-of-book into the video platform, as Blender editor Joe Levy walks us through the most important and strangest developments in music and culture every week. It soon became a YouTube mash-up favorite.
GQ.com for GQ Rules: How to Become a Well-Dressed Rebel in 30 Days: 30 days + 30 videos = A New Man. This novel clip-a-day series surrounded the poorly styled man with fashion and grooming advice that added up to a crash course in personal makeovers.
Hearst Magazines for Seventeen.com Voting PSAs: In this civic-minded joint venture with DeclareYourself.org and MTV, Seventeen leveraged the star power of The Hills stars to show young viewers how simple and easy it is to register to vote. The series proved to be effective and compelling; Six Flags broadcast the spots in their national theme parks.
Vogue.TV for Model.Live: Among the most ambitious magazine-branded video projects ever launched, this reality series integrated the video experience with social networking to create a new model in viral video distribution.
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