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2010 IMA Awards: Online Event
Winner: Bonnier Corp. - Outdoor Life's Live Hunt
Live Hunt targeted loyal readers as well as marksmen who glean most of their hunting info online. The Hunt microsite at OutdoorLife.com sought to capture hunting in real time for a new generation of Web-savvy hunters. It featured famed hunter Mark Seacat’s expeditions across the West and Midwest during the fall hunting season, delivering video streams, photos of hunts in action and daily blog entries from the field. The site smoothly integrated sponsors such as BowTech and Danner, whose ads were coordinated with gear used in the field.
The seamlessness of the sponsorships and the content itself appealed to readers, garnering over 125,000 page views and netting around eight times the program’s budget in sponsorship fees. Jessica Clegg
Honorable Mentions:
Starcom USA - Sara Lee/Ball Park Campaign: Sara Lee partnered with the Transworld brand to develop a series of interviews with sports stars that was packaged as On the Grill magazine to highlight Ball Park hot dogs. The content, plus a live sports demonstration with giveaway hot dogs, succeeded in helping the brand earn a 10% increase in market share.
Time Inc. Corporate Sales & Marketing - Intel What’s Next: This custom content series spotlighted innovators—each with a strong Intel integration story—in print half-page gatefolds and in a specially created Web destination to create excitement about the brand. A sweepstakes invited examples of readers' innovations—yielding over 200,000 entries.
UBM - EE Times Virtual Conference Series: This series offered attendees opportunities to interact with editorial staff and technology experts via a live presentation or webinar version. The quality of the content helped draw an average of 3,599 registrants and 1,679 live attendees per event.
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