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Iris Dorbian
Winner (consumer): ReadersDigest.com & Swiffer – Extraordinary Uses for Ordinary Things
Seeking to drive awareness of its product in a relevant setting while appealing to its target audience of women (ages 25-54), Swiffer asked ReadersDigest.com to create a custom program that would leverage its multiple brand messages.
From July to November 2008, ReadersDigest.com unveiled a “Tips and Tools for Everyday Value” marketing platform that raised awareness of Swiffer’s extensive uses in innovative way. The platform included such salient features as the creation of a dynamic, interactive tool sponsored by Swiffer and based on a best-selling Reader’s Digest book, Extraordinary Uses for Ordinary Things. It also included a “Daily Tips” module that ran within the sponsored content and across the site, featuring both editorial and Swiffer-provided tips. The latter feature also drove users back to Swiffer.com.
Other standouts on the site were “Your Home” and “Money” exclusive section sponsorships as well as targeted media to “Advice & Know How,” “Living Healthy,” “Your America” and “Games and More” channels.
Generating 35.2 million impressions, the program was an unqualified success for both publisher and client. ReadersDigest.com was able to deliver on Swiffer’s objectives by creating a program that extended Swiffer’s message to their core audience in an innovative and targeted way. At the same time, ReadersDigest.com successfully drove engaged visitors to Swiffer’s Web site.
Winner (b2b): TechWeb – Internet Evolution
Two years ago, IBM approached TechWeb (then CMP) to deliver a program that would go beyond the parameters of a customized Web site package. Incorporating custom publishing, social networking and various online media, the site, dubbed “Internet Evolution” (www.internetevolution.com) would deliver branding, leads, educational value and even viral marketing to a target audience of communications professionals working within large enterprise organizations as well as telecommunications operators and media companies.
Launched in October 2007, Internet Evolution has become the “macrosite” for news, analysis and opinion about the future of the Internet and its impact on IT organizations and their employees. The site, which currently attracts over 125,000 qualified unique monthly visitors and generates 300,000 monthly page views, boasts several outstanding components that make it a go-to hub for its market: broadcast-quality video documentaries; user-generated content; and the “ThinkerNet” blog, where world-famous Internet experts blog and interact with the community’s audience via message boards. Contributors to the ThinkerNet feature have included Craig Newmark, the founder of Craigslist.com; John Grimes, CIO, the U.S. Department of Defense; and Dr. Hamadoun Touré, secretary-general of the International Telecommunications Union.
The Internet Evolution site has boasted a number of unique technological innovations since its launch. Chief among them is its video player, which integrates video and audio with a variety of other information, such as white papers, PowerPoint presentations and podcasts. This feature also has capabilities that heighten the interactive experience for the visitor. For instance, as a site user watches a video, prompts will appear that direct the viewer to download relevant content at well-timed moments.
For 2008, the results of the program exceeded all goals. Five webinars resulted in over 4,500 leads for IBM. Two interactive video tutorials culminated in 15,645 downloads, which exceeded 223% of the set goal in this area. Six documentaries have been completed for a total of 31,416 views. The site is widely read and has garnered extensive media coverage in such outlets as the New York Times and The Wall Street Journal. Internet Evolution also won three min Best of the Web Awards this year—so we’re well aware that the TechWeb team is on a roll.
Honorable Mentions:
The Knot Inc. – State Farm Hot Topics Center: Engaged, Nesting & Expecting: In an effort to bring their communication strategy to life and reach consumers looking to make a smart decision about insurance, State Farm partnered up with The Knot in a custom marketing program targeting brides-to-be, newlyweds and new parents. The campaign featured a multi-layered sitelet with three channels: marriage, home and baby, along with a series of promotional banners highlighting relevant “hot topics,” successfully working to reach women across all life stages and promote active and engaged online members.
People en Español – Bellos 51 Program: A brand extension of People en Español’s “Los 50 Mas Bellos” (the 50 Most Beautiful) franchise, “El Bello 51” was launched as an online contest program offering advertisers the opportunity to connect with millions of consumers through TV, online, in-book and mobile event initiatives. The contest for “Los Bellos 51” received a total of 8,500 entries and 59,000 user comments (the highest content participation for Yahoo in 2008), causing People en Español to generate a huge online audience and deliver remarkable results to its sponsors.
Scholastic Inc. – Scholastic and Target: Dream in Color: Scholastic created the Dream in Color custom microsite for Target to celebrate and promote diversity through standards-based lessons aligned to various grade levels. Since its launch in the fall of 2007, the microsite has rolled out new diversity initiatives on a regular basis, such as content for African American Heritage and Asian-Pacific American Heritage, while attracting teachers, delivering a powerful branding statement and performing high among all of Scholastic’s sponsored sites.
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