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2010 IMA Awards: Customized Website
Winner: Hanley Wood - The Builder Concept Home 2010
Hanley Wood’s Builder Concept Home 2010 isn’t your run-of-the-mill microsite. It’s a classy virtual tour of a new kind of model home, one which is designed to inspire cost-conscious builders who have sustainability and livability in mind, and one which leaves elegant visibility for sponsors such as Time Warner Cable Community Solutions, TruStile and Atlantic Premium Shutters, among others.
Hanley Wood sold sponsorships to 27 leading building products suppliers and service companies, and revenue from the sponsors was about 4.67 times the cost of building the microsite. And the average time spent on the site was more than six minutes, which means one thing—look for sponsors to hammer some nails in the 2011 version. Steve Goldstein
Honorable Mentions:
The Economist Newspaper - The Corporate Expectations Barometer: Sponsored by business management software provider SAP, the barometer enabled businesspeople to gauge their level of confidence in the economy against those of their peers and Economist Group’s research arm. The barometer’s intrinsic usefulness provided the kind of low-key association that could only benefit SAP.
SheKnows - HairstyleLounge: SheKnows and sponsor Aussie designed this online “lounge” with one goal in mind—to cater to the everyday hair needs of women. When they have a “Hair 911 Emergency,” they now have a place to go.
Source Interlink Media - 2010 Lincoln MKS EcoBoost: This cinematic presentation of a performance test pitted the Lincoln MKS against elite 8-cylinder vehicles. Source Interlink also had the courage to allow negative comments, a gutsy way to ratchet up the viral possibilities.
TechWeb - Enterprise Efficiency: The microsite sponsored by Dell combines editorial voice, blogs and community voices seamlessly—it’s way out on the edge of community building, with the Dell brand present but not overbearing.
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