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2010 IMA Awards: New Event Program
Winner: Wired Café at Comic-Con
To offer sponsors and readers access to top celebs and an inside look at the most hotly anticipated content being promoted at Comic-Con 2009 in San Diego, Wired hosted a VIP “café” for three days at nearby Omni Hotel. After two VIP-only days, the café was opened up to select Wired readers. This luxe retreat allowed for a wide array of custom sponsorship opportunities, from Havaianas’ “flip-flop comic gallery” to Delta Faucet’s infused water bar.
A veritable celebrity heroes gallery attended, including True Blood and Heroes cast members. The café was a hit with the media, and led to 525 million impressions in such outlets as InStyle, EW and OK!. Sponsor MSI's celebrity gifting also made headlines, featuring a photo of cast members from Twilight on its new touch-screen PC.
The digital force that Wired is known for also generated powerful buzz in the Twitterverse, with the café repeatedly retweeted as the Comic-Con destination to crash. Jessica Clegg
Honorable Mentions:
Farm Progress Companies - The Farm Progress Show: Farm Progress used a sophisticated invitation system to entice local farmers to the first-ever Progress Show—mailers with bar-coded tickets that reported the user's subscriber address and demo. This personalized approach allowed for vendors to cater to farmers' needs with custom coupon offer—and garnered a 46% attendance rate from the target audience.
Hachette Filipacchi Media - U.S. The MOD: Matters on Design: HFM's elegant fashion and design panel showcased the taste of its Elle and Elle Design brands. Main sponsors Kia Motors and Bebe Clothing were so well-incorporated, 1 in 5 visitors purchased one of their products following the event.
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