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2010 IMA Awards: Retail/Merchandising Tie-In
Winners: Field & Stream and Outdoor Life - Gore-Tex Gear Corner Widget
Seeking a fresh, interactive way to market Gore-Tex’s latest outdoor apparel advancements, Bonnier Outdoor Group developed Gear Corner, a microsite showcasing content from Outdoor Life and Field & Stream related to Gore-Tex products. A Gear Corner widget allowed users to share this information by posting to social media profiles and Web pages. The interactive widget encouraged users to offer feedback by ranking products—they could also purchase Gore-Tex products instantly.
The results—more than 135,000 viewers downloaded the widget—convinced Gore-Tex to renew the program and even double its budget for 2011. Jessica Clegg
Honorable Mentions:
Brides - We Now Pronounce You Gorgeous. Clinique’s Countdown to “I Do” Planner: Three brands—Brides, Clinique and Macy's—combined forces to launch a multiplatform campaign that united beauty and registry for brides-to-be across the nation, while demonstrating the power of the Brides brand to drive sales and ROI for partners. Eighty-four percent of readers who saw the advertorial booklet in a Brides issue followed through with an action.
People - P.S. from Aeropostale & Nickelodeon Program: People designed a multiplatform program to launch Aeropostale's brand P.S. that leveraged the star power of teen queen Miranda Cosgrove in custom advertorials and online content. A sweepstakes offering a chance to meet the star drew hundreds of thousands of responses.
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