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2010 IMA Awards: Event
Winner: People - Cotton Inc. Country Issue Celebration
People found a natural partner in Cotton Incorporated for its first People Country Issue Celebration, held in Aug. 2009 in Nashville. Cotton influenced the look (and the feel) of all of the event decor—from a “white carpet” to a closet-themed stage stocked with branded hangers. A special People Country issue was also displayed throughout the event. Country singer Miranda Lambert was just the right fit to perform live—as indicated by the several hundred thousand viewers who tuned in to view on local TV and the nearly 200,000 who viewed on CMT’s CMT Insider.
People.com’s dedicated content section drew 8.9 unique visitors in July 2009. Jessica Clegg
Honorable Mentions:
Fortune - Brainstorm GREEN: Fortune's yearly gathering of high-level execs and Fortune 500 representative reached unprecedented levels of exposure in 2010 by broadcasting online. With the 300 in-person attendees joined by 1,700 online attendees, the Brainstorm GREEN 2010 conference reached nearly seven times as many people as the same conference the year before.
Golf Digest/Golf World - Experience Tour: This tour was developed to give consumers the opportunity to test the latest golf equipment from most major manufacturers as well as gain insider knowledge. During a special tour weekend, golf club stores and retailers could offer a promotion to customers—spend $250 on Golf Group featured equipment and win a pair of Bolle sunglasses—and those that did saw an increase in traffic and interest from consumers.
O, the Oprah Magazine - “O You!” 2009: This event, designed to bring Oprah's "Live Your Best Life" mantra to life, featured seminars from O's expert contributors alongside custom "sponsor zones—sponsors could also find space in the special O giveaway bag.
Shape - Bikini Body Tour: This beach-ready fitness tour—a series events in California and Florida with fitness classes and product booths—was a new sponsorship high for Shape. Twenty advertisers participated in custom opportunities.
Teen Vogue/Condé Nast: O’Neill Generation Next: Generation Next provided the opportunity for local Southern Californian high school students to present their uique dress and handbag designs on a runway featuring O'Neill's Spring collection. Last year, attendance reached capacity, and so the 2011 runway show will be held in L.A. to accommodate the groundswell of interest.
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