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2011 IMA Awards: WOW Award
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- Hearst Integrated Media: Designer Visions 2010: Cinema Style
- UBM TechWeb: Internet Evolution's Sixty Days of Executive Education (6DEE)
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Hearst Integrated Media: Designer Visions 2010: Cinema Style
 What do you get when you integrate a trio of top design magazines, noted interior designers, creative sponsors and a luxurious residential development in New York? The fourth installment of Hearst’s Designer Visions program delivered 127 million impressions across multiple media outlets from October 2010-January 2011. They included 3.3 million impressions for the online campaign, 250,000 Facebook and Twitter activities, and 90 million impressions from consumer and trade media outlets outside of Hearst.
For this year’s Designer Visions, which were based on New York-themed films, three designers incorporated sponsor product as each bestowed their vision on an apartment at the new Setai Fifth Avenue. The apartment projects, designers and sponsor products were heavily promoted through editorial and advertorial content in House Beautiful, Town & Country and Veranda.
Additionally, Hearst designed a custom Web site featuring 360-degree tours of the apartments, resources, links and more. Products from all sponsors, including Bizzi & Partners, Kohler, Ralph Lauren Paint and Wamsutta, were wrapped into all elements of the campaign, which also included parties at the properties and other targeted events.
Fast Facts:
• The three movies inspiring the projects were Something’s Gotta Give, Wall Street and Six Degrees of Separation.
• Participating designers were Jim & Phoebe Howard, Steven Gambrel and Richard Hallberg.
UBM TechWeb: Internet Evolution's Sixty Days of Executive Education (6DEE)
 In the world of b2b marketing, UBM is becoming somewhat of a teacher’s pet. And that’s a good thing. Recognizing a gaping hole in the area of high-level, credible education-based marketing, the publisher created an online, interactive learning environment that’s scoring big marks with sponsor IBM. Designed for the business executive, Sixty Days of Executive Education (6DEE) provides intelligence pertinent to making decisions about Internet-related IT issues.
“Everything we do has context, and the university courses are structured around the same dynamics as online games,” says Steve Saunders, managing director of the program and UBM unit Internet Evolution.
Indeed, the courses include an “appointment dynamic,” where execs earn rank, reputation and course honors for participating; a “progression dynamic” that encourages them to work through the entire syllabus; and a “communal dynamic.” A total of 5,396 students participated in the first two 6DEE semesters, and all leads were shared with the sponsor. The program has elevated user engagement, generating 55,390 messages on the 6DEE message boards.
Fast Fact: On average, there were a whopping 675 comments posted per 6DEE lecture.
Honorable Mentions:
- Hearst Digital Media/Hearst Integrated Media: Dove Correspondents Lifestreaming
- Hearst Integrated Media: eBay: 30 Days of Green 2010
- Hearst Digital Media: Augmented Reality: “JC Penney Teen’s Virtual Dressing Room"
- The Knot Inc.: Wrigley Extra "Shake Up Wedding Weight Loss"
- Martha Stewart Living Omnimedia: Microsoft Office 2010: Make Home Projects Great
- Time Inc. Branded Solutions: Microsoft Make Education Great
Back to min's 2011 Integrated Marketing Awards
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