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2010 IMA Awards: Total Integrated Program
—Winner: The Parenting Group: JCPenney Ultimate Kids' Closet
Bonnier’s Parenting Group proved to be the perfect partner to build awareness and market clout for JCPenney’s children’s clothing department. Bonnier’s integrated in-book, online and sweepstakes campaign centered around a “Virtual Closet” tool, which allowed users to mix and match outfits by selecting custom-photographed JCPenney clothes.
Users could exercise their inner fashion critics with do’s and don’ts voting. Weekly prizes and one grand prize—both in the form of JCPenney’s gift certificates—were awarded to voters. After only two months, over 6,000 outfits had been created, with 26% of engaged visitors following up with a visit to JCPenney’s online store. Jessica Clegg
Honorable Mentions:
Hearst Integrated Media - Designer Visions: Cinema Style at SOHO Mews: Hearst's team took over three apartments in a new Soho development in New York and redesigned them from the ground up using sponsor products from such luxury brands as Arte Italica and Elie Tahari. A Fine Living Network special showcasing the apartments was rated among the top five programs on the network that week.
Martha Stewart Living Omnimedia - Truvia Honestly Sweet: MSLO leveraged all its platforms to distinguish Truvia from the rest of the sweetener pack through print in custom advertorial, digital homepage takeover and placement on the Martha Stewart Living show.
Reader’s Digest Association - Food Network and Share Our Strength with Campbell’s “Help Grow Your Soup” campaign: Reader's Digest reminded consumers where their soup comes from in this program for Campbell. Custom in-book pages in Reader's Digest and on ReadersDigest.com invited readers to "grow their soup," entering a contest for their community to win an edible good food their community to win an edible "Good Food Garden." The program is estimated to have reached 100 million consumers through these varied channels.
Scholastic Parents Media - Scholastic/Milk Family of the Year: With Elizabeth and Tim Hasselbeck serving as the celebrity family voices of the program, Scholastic spread awareness of its community service initiative for "Got Milk?" with taped readings of the Hasselbecks reading a new Clifford tale, copies of which were then distributed to needy schools. The program impacted 100,000 underserved schools and 300,000 classrooms nationwide.
Self - Crystal Light Pure Fitness: Self integrated Crystal Light into its popular 90-day fitness program editorial in every way possible—from custom ad units to each side of the print editorial to sponsorship cards with tips, as well as a presence at Self's workout in the park event nationwide.
Sports Illustrated Golf Group - See-Try-Buy: See-Try-Buy integrates golf equipment advertising into every interaction between consumers and golf equipment content across all Golf Group platforms. This aggregated source has pleased both advertisers and equipment buyers alike, which is apparent from the numbers—the first half 2010 for the group is up 19% and YTD traffic up 58%.
Successful Farming: All Around the Farm Program: The All Around the Farm editorial section, which was based on reader-submitted ideas, expanded into a multimedia powerhouse paired with Firestone's partnership. Monthly contests with Firestone Farm Tire credits inspired a never-before-achieved level of submissions.
Woman’s Day - “Tickled Cranberry” for Nestlé Cranberry Raisinets: WD's exclusive media campaign for the launch of cranberry Raisinets was truly multiplatform—running in print, online, mobile, TV, event, online radio, social media, email. Its media garnered so much attention that WD is enlisted to tackle the next fruit-flavored release.
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