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2010 IMA Awards: Special Advertorial Section
Winner: Hearst Integrated Media - Jell-O: Red Haute Flavors of Summer
Hearst ensured the launch of two splashy new Jell-O flavors—Raspberry Goji and Strawberry Acai—would not go unnoticed in mainstream media by partnering with Essie to produce colorfully matched nail polishes. “The Red Haute Flavors of Summer” advertorial spread, juxtaposing the Jell-O flavors and shades, fit seamlessly into the editorial style of May 2009 issues of O, The Oprah Magazine and Redbook. The spread also drove visitors to enter an online contest awarding a summer’s worth of manicures—over 4,000 entered. Jessica Clegg
Honorable Mentions:
Playboy - HBO 3D Centerfold: Playboy delivered an "in your face" promotional impact for HBO's True Blood with its first ever 3D centerfold, featuring its Playmate of the Year—viewable via a pair of True Blood-branded 3D glasses. The spread generated much media interest—522 broadcast segments—as well as 95 print and online articles.
Midwest Living/Meredith - The Great Midwest Sandwich Guide: Midwest Living developed for Hellmann's distinct recipes for 12 Midwestern states that showcased each state's local ingredients and/or traditions—and of course featuring a Hellmann's spread.
Women’s Health/Rodale - Dove Project Moisturize: Women's Health built upon a strong connection with readers to give a real face to Dove's NutriumMoisture product. Readers entered to gain free product samples; then from this group 12 were selected to appear in an advertorial series. The ads proved infectious—more than one-third of surveyed readers considered purchasing the Dove product after seeing them.
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