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2010 IMA Awards: Contest/Sweepstakes
Winner: Teen Vogue/Condé Nast - H&M Fresh Eye on Design
Condé Nast put its considerable graphical talent behind this 2009 contest for aspiring designers, who could win a chance to collaborate with H&M designers on upcoming collection. Even more notable, for this day and age, was the smart integration of Facebook into the H&M Fresh Eye on Design contest, which ran April to October in 2009.
The program was launched with a spread in the 2009 issue of Teen Vogue, which drove readers to a custom Facebook application that served as the official entry point for the contest. Entrants were required to submit their own design sketch and were then prompted to share the contest with friends and post the “Fresh Eye on Design” badge on their personal profile page. This kind of social media-driven contest is a boon for sponsors like H&M, who are in a position to see numbers of opt-ins for their databases they couldn’t have imagined in years past.
Nearly 4,000 apps were installed by Facebook users, and 635 sketches were submitted. But the stat that really counts is simply this: H&M and Teen Vogue sketched plans for a 2010 version. Steve Goldstein
Honorable Mentions:
Martha Stewart Living Omnimedia - Warriors in Pink Powered by Ford: MSLO shone a bright spotlight on Ford’s commitment to the battle against breast cancer with this “crafty” sweepstakes for a Ford Taurus. The winner among 143,965 entries was announced during Martha’s TV show.
Meredith Corporate Marketing - Lever 2000 "Make Every Touch Count": Meredith emphasized the emotion in this contest for Lever 2000, which invited consumers to submit a photo that conveyed the power of touch. And that tactile connection was made with consumers on beyond the printed page and computer screen—the program was extended to the retail stores, where Lever 2000 product samples were distributed.
People - GMC Real Sexy Guys 2009: People teamed up with GMC in 2009 to connect with consumers via an interactive contest leading up to the annual “Sexiest Man Alive” issue. The GMC Terrain vehicle was thematically woven into the contest, which asked people to vote on which “terrain” in the U.S. had the sexiest men.
Scholastic Inc. - LOFT Loves Teachers: The LOFT Loves Teachers sweepstakes offered teachers a chance to win a $1,000 shopping spree, a trip for two to New York and a Scholastic classroom library valued at $500. The teachers who entered didn’t just play the lottery and split bodega-style—the majority opted in to join the LOFT online community.
Successful Farming - All Around the Farm Program: Smart integration of farming ideas from readers into rest of magazine neatly tied Firestone Farm Tires to the Successful Farming community in the contest to be featured in the magazine—and it brought tire dealers along for the ride.
Us Weekly - Whose Yahoo!?: In 2009 Us Weeky customized a Yahoo home page to represent an unidentified celebrity mom. Contestants were asked via print and by a microsite to guess who this mom might be, with prize being a trip to L.A. to attend the Us Weekly Hot Hollywood event. The result—12,000 entrants and a renewal with Yahoo for a 2010 version.
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