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2011 IMA Awards: Customized Web Site
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- Everyday Health Inc.: Eating for Better Health, Sponsored by Campbell’s (Consumer Winner)
- UBM TechWeb: InformationWeek and IBM's Internet Evolution (b2b Winner)
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Everyday Health Inc.: Eating for Better Health, Sponsored by Campbell’s
 Sure, there’s a lot of talk about healthy eating these days. But our winner Everyday Health found a way to trim the fat and provide its target audience of women 45-64 with digestible information and everyday tips for how to achieve healthy eating goals.
Sponsored by Campbell’s to promote its Campbell’s and V8 brands, the Eating for Better Health microsite features videos with nutritionist Joy Bauer, articles by the magazine’s editors, a downloadable 28-day healthy eating PDF, an interactive slide show and a survey.
To hold user interest, during its yearlong run (which ends this November) the site alternately focused on different topics including general nutrition, heart health and curbing emotional eating. Campbell’s content was synched and rotated during key periods to support individual brand efforts. The results were delicious: 271,214 average monthly visitors to the site, and an average time spent on the site of 4.75 minutes–137% above the industry average.
Fast Fact: The site’s most popular elements were the photo slide show, Joy Bauer video tips and the 28-day healthy eating PDF.
UBM TechWeb: InformationWeek and IBM's Internet Evolution
 Sure, social networking is all the buzz. But what it offers in “like”-ability, it can lack in credibility–a potential killer in the b2b world. That’s why Information Week this spring 2011 launched its Social Network Amplification Program (SNAP), a service that allows advertisers to qualify the members of their social networks.
Rather than simply pushing a message to the social media masses, SNAP builds an advertiser’s presence on social networks using contextually relevant content provided by the advertiser or Information Week to attract targeted users. IBM, Dell, Dr. Dobbs, PR Newswire, Symantec, EETimes, SAS and Xerox are among the companies snapping to it since its launch in March 2011. Together, clients have used SNAP to generate a total of 40,000 Facebook likes, Twitter followers and LinkedIn group members.
“We filter and eliminate anybody on those social networks that shouldn’t be there,” says Steve Saunders, founder of United Business Media unit Internet Evolution and SNAP managing director.
Honorable Mentions:
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The Atlantic Monthly Group: The Atlantic—University of Phoenix
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Condé Nast: "My Ultimate Reward"
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Condé Nast/Starcom: More Than Beautiful
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Entertainment Weekly Magazine: EW & Starz Party Down Program
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ESPN—The Magazine: Sony and ESPN The Magazine—World Cup 2010
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Hearst Digital Media: America's Favorite Home—Macy's Martha Stewart
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IDG Communications: IDG/Oracle Nanosite
- Shape magazine: SHAPE’s New Year, New You- Digi-Mag
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