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2010 IMA Awards: Print/Web
Winner: Playboy - TBS Neighbors From Hell
Playboy found a novel way to introduce (mainly) male viewers to TBS’ Neighbors From Hell, an animated series that launched in summer 2010. In the June 2010 issue, Playboy reproduced its Playmate of the Year cover with a slight difference—it featured Neighbors’ lead female character instead. The special inside cover ran opposite a TBS tune-in ad. Playboy also leveraged its more than 1.6 million Facebook fans to encourage engagement in social media content featuring nine additional animated covers. This Facebook Flipbook generated nearly 1 million views on its first day alone and several hundred comments from users. Jessica Clegg
Honorable Mentions:
CFO Publishing - CFO.com: CFO leveraged its print and online properties to create a comprehensive advertising program that enabled Grant Thornton to offer a consistent and relevant message to a target audience of senior financial executives.
Condé Nast - Procter & Gamble, Must Have Its: Leveraging Condé Nast’s fashion and beauty-directing authority, the print and digital teams collaborated to produce three videos featuring fashion stylists presenting the season's Must Have Its and delivering fashion advice—each highlighting compelling reasons to use P&G's products to complete the looks. The videos were posted online and given a viewer rating system—and routinely scored 4 or 5 stars.
The Economist - Corporate Expectations Barometer: Powered by user responses and expert insights and data from the Economist Intelligent Unit, the research arm of The Economist Group, this program offered real-time assessment for users' business challenges, complete with actionable steps. This powerful tool engaged 20,000-plus unique visitors in the first week.
Hearst Integrated Media - Chevy Traverse: Lust Haves: This multifaceted program combined original content customized for each participating magazine, partnerships with top designers and promotional engagements—all of which garnered over 34,000 opt-in qualified names for Chevrolet for future direct marketing.
Reader’s Digest Association - Maxwell House’s “Make a Good Day Great”: Reader's Digest integrated a Maxwell House theme across multiplatform resources, with consumer perks like coupons and a sweepstakes. The campaign resulted in 296,000 entries with 50% opt-in rate.
Time Inc. - Intel What’s Next: By leveraging Time Inc. and American Express print in digital assets, Time was able to engage active readers and created a partnership renewal.
Us Weekly - “Diaries of a Celebrity Mom”: The “Diaries of a Celebrity Mom” series utilized a broad spectrum of multimedia assets, yielding tens of millions of impressions and solidly delivering on client State Farm's objective.
WebMD - P&G Iams on WebMD: By partnering with WebMD, Iams was able to help develop and own a robust integrated solution comprised of an online destination and print publication that spoke to pet owners about their concerns. Iams reached 2 million unique visitors in its first month.
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