Congratulations to OMMA Awards 2010 Winners! GrapevineStar joins with MediaPost in congratulating this years Award winners. This year more than most reflects the creativity, integration with mobile and traditional media….says Jacob Miles, CEO GrapevineStar Media

Best in Show Winners:

Online Advertising Creativity AutoTrader iPhone Application | Agency: SapientNitro | Client: Trader Media Group SapientNitro
Autotrader, “Autotrader iPhone App”
MOBILE MARKETING: APP AS ADVERTISING

Built to promote the UK used car trading publisher AutoTrader as an industry leader and innovator, the AutoTrader app allows users to learn about and shop for cars by taking one or more pictures of any car they see. The app returns instant information about the make and model based on the pictures, lets the user read reviews, see ads, compare prices, locations, directions of local cars for sale, and even call up to arrange a test drive. This app made it to the top of the UK free app list three days after launching.

Integrated Online Campaign Pepsi Refresh Project | Agency: HUGE | Client: PepsiCo Huge
PepsiCo, “Pepsi Refresh Project”
NON-ALCOHOLIC BEVERAGE

Pepsi skipped 2010’s Super Bowl to create a global digital initiative. Objective: Position the brand as a facilitator of life-enhancing good works, as well as shared enjoyment. At refresheverything.com, fans submit worthy causes to win grants of up to $250,000. Each month, visitors vote on 1,000 idea submissions, with 32 grants awarded. Offline synched elements span TV, print, outdoor, college programs and retail display. Pepsi jumped to a #5 ranking within Forbes’s “most reputable U.S. brands” study.

Web Site Excellence ESPN.com | Agency: ESPN | Client: ESPN
ESPN
ESPN.com
Sports

What more needs to be said about ESPN.com than it simply is caffeine during the workday. Stuck on a project, wondering about a dead-end future? Troubled souls click over to the site perhaps dozens of times, even if they know little has changed since they did so last. Those with more time can drill down ceaselessly through the video vault and content on a favorite sport. Beaten in local markets by not starting regional sports networks, espn is determined not to lose on the Web. So it’s started local sites in five markets where the coolest aspect are customized “SportsCenters,” with production quality equal to the on-air version.

Members’ Choice Winners:

Online Advertising Creativity Facebook KY Couples | Agency: UM | Client: Johnson & Johnson/K-Y® Brand
UM
Johnson & Johnson/K-Y, “Facebook K-Y Couples”
SOCIAL: USE OF A FAN PAGE

K-Y wanted to position the brand as the “Healthy Intimacy Expert,” equipping couples with tips and tools to strengthen their sex lives while overcoming the awkwardness of discussing intimacy. First, they launched the campaign with a 24-hour Facebook homepage roadblock on Feb. 5. Then they created a hub called “Couples Place” on Facebook for Valentine’s Day, promoted through a partnership with Time Inc., providing mass reach and awareness of the new hub. After the initial launch, K-Y continued to foster ongoing dialogue among the community on the Facebook fan page.

Integrated Online Campaign Join the Lighting Revolution, NXP | Agency: NXP Semiconductors | Client: Join the Lighting Revolution, NXP NXP Semiconductors
NXP, “Join the Lighting Revolution”
BUSINESS-TO-BUSINESS

The “Join the Lighting Revolution” campaign, directed at design engineers in the lighting industry, was aimed at getting out the message that incandescent lamps are being replaced by energy saving alternatives like CFL and LED bulbs. In addition to a welcome video, the site offered users the opportunity to request free bulb samples. Users could also share the site via MySpace, Digg, Blogger and other platforms.

Web Site Excellence SheKnows | Agency: Evolve Media | Client: SheKnows
SheKnows
SheKnows.com
Family/Parenting/Women’s Interest

Attracting nearly 45 million unique visitors, SheKnows is a one stop online destination, covering every topic a woman might need. With sections devoted to entertainment news and gossip, reviews, beauty and fashion articles, and love, sex & dating advice for every woman, single, dating, married, or divorced, SheKnows.com provides education, entertainment, and an engaging online community – all within an easy to use and attractive interface. The site includes sections on parenting, pets, home, living, and health, and includes an impressive “How to…” section. SheKnows.com has become one of the fastest-growing destinations on the web, consistently ranking as one of the top five properties for women.

Online Advertising Creativity
Advertising/Promotion Web site or Microsite U by Kotex® | Agency: Organic, Inc. | Client: Kimberly-Clark Corp. Organic, Inc.
Kimberly-Clark Corp., “U by Kotex”
ADVERTISING/PROMOTION WEB SITE OR MICROSITE

The U by Kotex web site is such a colorful, engaging, interactive site, it’s hard to believe it is about such a taboo topic as menstruation. In keeping with the product’s new look (bright colors, more discreet packaging) the site is clearly aimed at the younger consumer and features videos, including instructions for using the product, but also funny on-the-street interviews about, ahem tampons; user-submitted Q&As (answers come from a mom, a peer and a doctor) about everything from plastic surgery to vaginal care and plenty of opportunities for users to submit funny or empowering stories and photos and share content with their friends.
Banner: Standard, Flash or Rich Media The Walk | Agency: Spark Communications | Client: Purina/ALPO
Spark Communications/Razorfish
Purina/ ALPO, “The Walk”
BANNER: STANDARD, FLASH OR RICH MEDIA

Who doesn’t want an adorable little dog frolicking across their computer screen? Especially if you happen to own a dog and are searching on Yahoo for dog-related content. The ALPO banner was able to target potential consumers of its wet dog food by linking Al, a playful pup, to unique editorial content produced by Yahoo for ALPO. Al invited viewers to take him for a walk that would eventually lead to coupons and information about the food. Viewers, perhaps wishing they were out with their real dog, spent an amazing two minutes on average with Al and sales boomed 24 percent.

Content Integration Protect Ur Rep | Agency: McKinney | Client: Qwest Communications
McKinney
Qwest Communications, “Protect Ur Rep”
CONTENT INTEGRATION

Qwest Communications wanted to increase consideration for their services among videogame enthusiasts – a demographic that is cynical about advertising, tends to view brand presence as an intrusion and therefore, demands ingenuity. Qwest got the target audience to seek out ads by turning the groups’ game-playing ability into bragging rights. Protect Ur Rep, a six-week integrated online/in-game campaign targeting Xbox LIVE gamers, offered players the chance to plaster their Xbox LIVE avatars over Qwest’s in-game ads in the game of their choice. Gamers created a custom poster, which – through a new process invented with this campaign as the impetus – Qwest was able to push into Xbox LIVE. Every two weeks, new winners’ avatars were plastered over Qwest’s in-game ads, resulting in 400,000 nationalized unique visits to the microsite and 71 percent of microsite traffic coming from direct visits. The competition also created 20,000 nationalized registrants.

Contest/Promotion/Sweepstakes Dude, Where’s My Bar? | Agency: Threshold Interactive | Client: Nestle Threshold Interactive
Nestle, “Dude, Where’s My Bar?”
CONTEST, PROMOTIONS, SWEEPSTAKES

Seth Green’s snarky humor – and the media’s endless gullibility – is perfectly matched in Threshold’s work for Butterfingers. The agency created a cross-platform cpg alternative reality game to pitch the candy and a suitably wacky award: a solid gold Butterfinger bar worth 10k. Aside from the cash-for-gold bonanza, the game, which began with Green’s publicized “mugging” – costing him a century-old Butterfinger bar – hooked contestants. The ongoing narrative included 14 original videos, two microsites, social media and rich media rolled out over three weeks.

Email: Campaign Mercedes-AMG – Private Lounge eCRM Emails | Agency: blacQube | Client: Mercedes-AMG blacQube
Mercedes-AMG, “Private Lounge”
EMAIL

Email newsletters can be A tired tactic, but Mercedes-AMG has found a way to drive excitement for owners of high-end models. The “Private Lounge” emails create an aura of exclusivity. There’s a dual message: “we haven’t forgotten you after the showroom – and innovation continues, so we’ve got a better road rocket for you when you’re ready.” The linear design of the newsletter is easy-to-follow. More important, the photography jumps off the screen à la a sleek magazine. Links to exclusive video are a winner. So are dream opportunities, such as a chance to attend a private driving academy on a speed track.

Home Page Takeover Fugitive Chronicles | Agency: The Visionaire Group | Client: A&E The Visionaire Group
A&E, “Fugitive Chronicles”
HOMEPAGE TAKEOVER

The chase is on in the Visionaire Group’s takeover campaign for Fugitive Chronicles, a new “real life series” on A&E. Still in his prison-issue orange jumpsuit, a fugitive runs for his life as cops and helicopters pursue him from ad unit to ad unit on the front page of The New York Times. Lucky for the fugitive, one unit features a speedy hatchback, which he hijacks as his getaway vehicle. Exciting stuff for a rich media ad, and, frankly, we’ve never seen every unit on a page utilized in such a unified manner. To do it, TVG designed this campaign from scratch with the exact dimensions of The Times’ homepage in mind.

Mobile Marketing: App as Advertising AutoTrader iPhone Application | Agency: SapientNitro | Client: Trader Media Group SapientNitro
Autotrader, “Autotrader iPhone App”
MOBILE MARKETING: APP AS ADVERTISING

Built to promote the UK used car trading publisher AutoTrader as an industry leader and innovator, the AutoTrader app allows users to learn about and shop for cars by taking one or more pictures of any car they see. The app returns instant information about the make and model based on the pictures, lets the user read reviews, see ads, compare prices, locations, directions of local cars for sale, and even call up to arrange a test drive. This app made it to the top of the UK free app list three days after launching.

Mobile Marketing: Best Integration Cross Platform I Am Here | Agency: T3 | Client: Mobile Loaves and Fishes T3
Mobile Loaves and Fishes, “I Am Here”
MOBILE: BEST INTEGRATION CROSS PLATFORM

T3 took it to the streets, the web and mobile phones to aid the efforts of Mobile Loaves and Fishes, an Austin-based nonprofit providing assistance to the homeless. The agency’s “I Am Here” campaign aimed to raise awareness of the nonprofit’s mission by focusing on a single homeless couple. To that end, T3 effectively combined outdoor and print advertising with social media marketing via Facebook, a mobile donation campaign and online video to raise thousands of dollars for MLF.

Mobile Marketing: Campaign Bing iPhone App | Agency: Point Reach | Client: MIcrosoft Bing
Point Reach
Microsoft Bing, “Bing iPhone App”
MOBILE MARKETING: CAMPAIGN

To support the launch of the Bing iPhone app, Point Reach pulled out all the stops in a $15 million mobile-only campaign that ultimately drove more than 4 million downloads. The six-month effort spanned ad network takeovers, third-party app sponsorships, text links and eye-catching rich media and video ads. Besides boosting downloads, the campaign generated a lift in unaided brand awareness of more than 2.5 times the stated goal for mobile users.

Mobile Marketing: in-App Advertising History/Foursquare Collaboration | Agency: HISTORY | Client: America The Story of Us History/ Electric Artists
“America The Story of U.S. Foursquare Promotion”
MOBILE: IN-APP ADVERTISING

To support the premiere of its TV series America: The Story of U.S. and to promote the channel’s brand, History partnered with Foursquare to unlock America’s history for the tech savvy, younger demographics. Foursquare users could “check in” at selected historical locations and receive pop-ups of historical facts and related information about that location from History. Players’ involvements were rewarded with branded sweepstakes and the History Badge. The partnership gave History the third largest Foursquare profile and drove record-breaking ratings for the America: The Story of U.S. premiere.

Rich Media: Campaign Nokia: Where are you right now? | Agency: Wunderman NY | Client: Nokia
Wunderman NY
Nokia, “Where Are You Right Now?”
RICH MEDIA: CAMPAIGN

What happens when you combine rich media with location-based social applications from Facebook to Twitter? As Nokia and partner agency Wunderman NY found out, more than 214 million impressions, and over 1 million clicks, downloads and posts. Making the campaign results all the more impressive, Nokia’s U.S. presence had dwindled to 3 percent of the North American mobile device market when the campaign debuted this year. Luckily, Nokia’s Nuron was a low-priced, touch-screen, smartphone equipped with a location-based social app called Ovi maps, i.e., the perfect product to take advantage of the current social media craze. The campaign also led to a 6% increase in awareness of the Nokia brand.

Rich Media: Single Execution LEGO DUPLO Homepage | Agency: LiquidThread | Client: LEGO DUPLO LiquidThread
LEGO DUPLO, “DUPLO Homepage”
RICH MEDIA: SINGLE EXECUTION

LEGO wanted to introduce parents to LEGO DUPLO – a line that helps 18-month- to 5-year-olds with cognitive development and creativity. It knew it had to convince parents and grandparents of two things: that the line would spark pure joy in their child’s eyes, and that it would help educate and develop problem-solving skills. The company therefore relied on Liquid-Thread to create an experience that highlighted the creativity and intellectual development that DUPLO could build. As a result, LEGO had double-digit significant increases against key objectives, including: “Helps develop my child’s creativity skills;” “Offers endless opportunities for my child’s imagination;” and “Is a toy my child will not quickly outgrow.” LEGO also saw increases in brand purchase intent, awareness and favorability.
Search Marketing: SEM Campaign Adobe Creative Suite 5 Global Product Launch | Agency: Covario | Client: Adobe Systems Incorporated Adobe Systems and Covario
Adobe Systems Incorporated, “Suite 5 Global Product Launch”
SEARCH MARKETING: SEM

The Creative Suite 5 (CS5) SEM campaign promoted 15 products in 30 countries supporting 19 languages across five search engines with a budget approximately 40 percent less than the product launch for the previous version. Identifying search intent allowed Adobe to recognize the purchase cycle through text ads, landing pages, calls-to-action and more. Campaigns driving interest tied to those focusing on direct response. Compared with the prior suite, Adobe’s revenue from sales jumped 67 percent; return on investment rose 298 percent; conversion rates, 44 percent; click-through rates, 65 percent; trial downloads, 62 percent; and cost of acquisition decreased 62 percent.

Search Marketing: SEO Campaign Recession Proof Marketing for Fairmont | Agency: iCrossing | Client: Fairmont Hotels and Resorts iCrossing
Fairmont Hotels and Resorts, “Page One or Bust”
SEARCH MARKETING: SEO

When the faltering economy made luxury a hard sell, focusing campaign efforts on page optimization and off-page link building helped create awareness and drive consumers to Fairmont’s Web site. The luxury hotel managed to move up in query rankings and gained a space above the fold based on common travel terms such as hotel and resort. Targeted keywords tied to a 75 percent jump in revenue, 67 percent increase in Web traffic, and 34 percent boost in first page rank. By the end of June 2010, 76 percent of core generic keywords ranked on page one across all major search engines.

Social: App as Advertising Coca Cola Secret Formula | Agency: Mediavest | Client: Coca Cola North America / Coke
MediaVest
Coca-Cola, “Secret Formula”
SOCIAL APP AS ADVERTISING

Coca-Cola wanted to get back in touch with teens by giving them a new platform for self-expression. To achieve this, the brand re-invented Living Social’s “Pick Your 5,” the most popular app on Facebook, allowing users to pick “Five Things That Make You Happy.” This added functionality let users pick from any category across the application’s database. The five ingredients of happiness were then paired with Coke’s Secret Formula ingredients to weave more Coke messaging into the experience.

Social: Campaign Bing FarmVille Engagement | Agency: Deep Focus | Client: Microsoft: Bing
Deep Focus
Microsoft, “Bing FarmVille Engagement”
SOCIAL: CAMPAIGN

Bing, the “decision engine” from Microsoft, had the challenge of capturing users in a dominated market. Studies indicated trial intent occurred when users were made aware of the product while continued use was dependent upon individuals. Deep Focus partnered with Zynga and SVnetwork to develop an innovative, custom game integration, incentivizing FarmVille players to receive FarmVille currency, in exchange for ‘Fanning’ Bing on Facebook. The brand understood the target audience, game play and emerging cultural trends. Using the farm as a canvas, the whimsical engagement creative was designed to mimic Farm Art, a trend where players use crops and bushels of hay to create works of art. Users initiating through the FarmVille initiative were twice as likely to search with Bing than users who discovered Bing through other channels.

Social: Use of Fan Page The Pacific Fan Page | Agency: HBO | Client: The Pacific HBO
The Pacific, “The Pacific Fan Page”
SOCIAL: USE OF A FAN PAGE

In advance of the premiere, The Pacific Facebook page was used to provide followers with official news and updates, and foster a forum for discussion. Fans were able to share their stories, link to relevant images and videos, and pay tribute to veterans and those who serve. The Facebook fan page connected to over 271,000 people and generated nearly 900,000 page views. 1,000 fan photos were uploaded, including many personal tributes to friends and relatives. It also generated nearly 100,000 video plays and over 68,000 photo views. The page is still incredibly popular, with many members of the military posting.

Social: Use of Twitter True Blood Season 3 (Twitter) | Agency: HBO | Client: True Blood HBO
HBO/True Blood, “True Blood, Season 3″
SOCIAL: USE OF TWITTER

Realizing the ways in which viewers were using Twitter to talk about episodes of True Blood, HBO developed an elaborate presence for the show on the microblogging service, centering on @TrueBloodHBO and extending to feed for individual characters. Bloodcopy.com, which had formerly been used as a blog about the world of the show, became a Twitter dashboard, where fans could follow real-time discussions of the show taking place on Twitter using a variety of filters.

Social: Use of Widgets Coca-Cola The Longest Celebration | Agency: SapientNitro | Client: The Coca-Cola Company Sapientnitro
The Coca-Cola Company, “The Longest Celebration”
SOCIAL: USE OF WIDGETS

Coca-Cola’s longest celebration widget created by SapientNitro extended the sharing capabilities of a contest and campaign by the beveragemaker. Global ads featured the celebration dance of Roger Milla, a African footballer whose exuberant moves launched a wave of post-goal jubilation. People entered their own celebration dances on Coke’s YouTube page, and could post the widget showing the latest uploaded dances to their social network or blog pages.

Sponsorship Family Bites, sponsored by Newman’s Own | Agency: Foodbuzz | Client: Newman’s Own Foodbuzz
Newman’s Own, “Family Bites”
SPONSORSHIPS

Foodbuzz, a site with a bazillion foodies, made Newman’s Own part of the buzz by asking a targeted set of 100 bloggers to use Newman’s products. Newman’s Own, in turn, sponsored the site’s “Family Bites” section, where Foodbuzz spotlighted one blogger a week and featured the recipes they concocted from the company’s line. The marketing was colorful, user-friendly and productive: Selected bloggers ladled 468 recipes that generated 3,000 comments and 6x ROI for Newman’s Own.

Use of Gaming Protect Ur Rep | Agency: McKinney | Client: Qwest Communications McKinney
Qwest Communications, “Protect Ur Rep”
USE OF GAMING

To market to the advertising-cynical video gamer demographic, McKinney decided to make their client’s in-game billboards a vandalism target. The six-week long Protect Ur Rep contest offered gamers a chance to plaster self-made posters of their in-game Xbox 360 avatars over Qwest ads for all the joystick jockey world to see. The incentive of bragging rights piqued gamers in droves, with 400,000 nationalized uniques hitting the microsite (after seeing in-game ads), 81% of registrants actively competing and 50 percent of all registrants option to receive Qwest info.

Video: Campaign 1 in 3 Like Me | Agency: Mindshare | Client: Kimberly Clark/Poise Mindshare
Kimberly Clark/Poise, “1 in 3 Like Me”
VIDEO: CAMPAIGN

In 2010, Poise set out to grow its household penetration and bring new users into the category. What category, you ask? Female bladder leakage pads. The challenge, as you might imagine, was the product’s natural association with incontinence. In order to appeal to what Poise called “unhappy fem-care users,” the brand took to the Web with the empowering slogan “1 in 3 Like Me,” and none other than Whoopi Goldberg – for many female consumers, the first name in blunt yet light-hearted pragmatism. The videos reside on a branded hub, where Whoopi provides an introduction to Poise and the problem it addresses. Campaign results included 352.5 million impressions; 62 percent video completion rate within banner; and an average time spend within unit of 13.03 seconds.

Video: Standalone Video (including YouTube videos) Clothing Drive | Agency: DDB Chicago | Client: AB-InBev/DDB Chicago/Bud Light DDB Chicago
AB-InBev/Bud Light, “Clothing Drive”
STANDALONE VIDEO

Never underestimate the power of out-of-shape white dudes young and old squelching their cheeks into office chairs, conducting meetings in their button downs and tighty whiteys, and running naked to the already packed elevator. DDB didn’t when they delivered their cringeworthy giggle storm of a clothing drive which had forgetful philanthropists donating the clothes off their backs for free Bud Light. Goal of showcasing how the drinkability will inspire the office to sacrifice in the name of do-gooding? Check.

Video: Video Appearing in a Banner, Expandable Banner or Interstitial McDonald’s Morning Fix | Agency: MTV Networks Digital | Client: McDonald’s MTV Networks
Digital McDonald’s, “McDonald’s Morning Fix”
VIDEO APPEARING IN A BANNER, EXPANDABLE BANNER OR INTERSTITIAL

MTV Digital Networks took Good Day LA, added a dash of E!, and churned in a healthy dose of early morning sun to give visitors doses of pop culture, Hollywood heat, The Fab Life, and Video bites, in digestible, McDonald’s branded morning chunks. Sure mom wanted you to eat a healthy breakfast, but sometimes, the brain just wants a side of fries with that. Fans engaged and shared, resulting in a 23 percent lift in intent to eat breakfast at McDonald’s.

Viral Campaign The HAIR eParty | Agency: Situation Interactive | Client: HAIR the American Tribal Love Rock Musical Situation Interactive
HAIR, “The Hair eParty”
VIRAL CAMPAIGN

HAIR is the only Broadway show to invite audience members on stage at the end for a big dance party. Situation Interactive saw a unique viral marketing opportunity in this. The team installed a camera in the Al Hirschfeld Theatre mezzanine that turns at the end of the show to capture the big dance party. As soon as the video was posted to the Web site, audience members would be sent a post-show email with a link to view the night’s “eParty.” They could even tag themselves on Facebook, or share their eParty moment via Facebook, Twitter or email.

Integrated Online Campaign
Apparel, Fashion Nike Sportswear + FADER Presents Pitch Perfect | Agency: Cornerstone Promotion / The FADER | Client: Nike Sportswear TheFader
Nike Sportswear, “Pitch Perfect”
APPAREL/FASHION

For the Pitch Perfect campaign, Fader produced original Nike branded “mix tapes” (which were downloaded more than 100,000 times) leading up the World Cup. During the games, mini-documentaries gave an in-depth look at the people of South Africa – on and off the football field. The content was engaging and beautifully executed and added value to the World Cup experience for soccer fans, music fans, Nike fans … just about anyone actually.
Automotive Say hello to the new car | Agency: Critical Mass | Client: Nissan LEAF Critical Mass & TBWAChiatDay
Nissan Leaf, “Say Hello to My New Car”
AUTOMOTIVE

Nissan’s web design team literally turned over a new leaf to help launch the automaker’s first 100 percent all-electric car, the aptly named Nissan Leaf. The forward-thinking digital strategy seamlessly blends viral inducing social media options with online CRM features and a tablet-friendly homepage design that simply feels right for a new, eco-friendly brand whose target audience is “the new driver.” To accomplish that, it first had to make visitors feel like “the new Web site user,” and everything about the Leaf site – social feeds, personalized build/buy/drive tools, and its simple, relevant interface – are intended to convey that.
Beauty & Cosmetics Daily Beauty Forecast by The Weather Channel | Agency: The Weather Channel | Client: Kao Brands Company The Weather Channel
KAO, “Daily Beauty Forecast”
BEAUTY AND COSMETICS

What’s the first thing you want to know in the morning? The forecast, of course, so you can plan your wardrobe accordingly. With this in mind, KAO teamed up with the The Weather Channel to create the Daily Beauty Forecast. Enter your zip code, just as you would on the TWC site, and in addition to the temperature and cloud coverage, you get helpful suggestions (and corresponding product recommendations) on keeping frizzy hair tamed from humidity and how to protect your skin from high UV rays.
Beverage (alcoholic) Bud United Campaign | Agency: DDB Chicago | Client: AB-InBev/DDB Chicago/Bud DDB Chicago
AB-InBev, “Bud United”
ALCOHOLIC BEVERAGE

Budweiser used the 2010 FIFA World cup to build worldwide emotional connection with the brand via a digital reality show following the interactions of 32 football fans (each representing a competing nation) living together in a “Bud House” in South Africa during the tournament. The show and its numerous social media networking/interactive tie-ins – viewers influenced events in the house and even determined each match’s official MVP via SM polls – were promoted with global TV, search and online display ads. The show’s YouTube page drew 4 million+ page views and the Bud United Facebook page drew nearly 1 million fans.

Beverage (non-alcoholic) Pepsi Refresh Project | Agency: HUGE | Client: PepsiCo Huge
PepsiCo, “Pepsi Refresh Project”
NON-ALCOHOLIC BEVERAGE

Pepsi skipped 2010′s Super Bowl to create a global digital initiative. Objective: Position the brand as a facilitator of life-enhancing good works, as well as shared enjoyment. At refresheverything.com, fans submit worthy causes to win grants of up to $250,000. Each month, visitors vote on 1,000 idea submissions, with 32 grants awarded. Offline synched elements span TV, print, outdoor, college programs and retail display. Pepsi jumped to a #5 ranking within Forbes’s “most reputable U.S. brands” study.

Business-to-Business Business on Main | Agency: Mindshare | Client: Sprint Mindshare
Sprint, “Business on Main”
BUSINESS-TO-BUSINESS

Working with Microsoft, Mindshare created a Web site aimed at showing small business owners what Sprint could offer them. The site gives entrepreneurs a way to create profiles, connect with other business owners, join discussion groups and find fast answers to questions. Additionally, the site boasts video interviews with CEOs and Q&As with consultants. A mobile version of the site has been optimized for almost all smartphones. Site visits surpassed the goal of 5 million in the first year with more than 7 million.

Charity/Non-Profit Organizations “End Malaria – World Malaria Day” in partnership with Malaria No More, the Case Foundation, Twitter, Twitpay and Social Media Envoys | Agency: Malaria No More | Client: Malaria No More Malaria No More
Malaria No More, “End Malaria”
CHARITY/NON-PROFIT ORGANIZATIONS

The World Malaria Day “End Malaria” campaign – in partnership with Twitter is increasingly becoming the charitable fundraising vehicle of choice and the Malaria No More campaign is an ample demonstration of the platform’s power. With the goal of ending malaria in Africa by 2015, Malaria No More focused their efforts on World Malaria Day using Twitter, a dedicated Web site (www.hope140.org/endmalaria), and Twitpay to raise more than $35,000. Notable Twitteratis Demi Moore, Larry King, Jeremy Piven, Bill Gates, Biz Stone and others supported the campaign and helped generate for than 178,000 tweets for the cause.

Consumer Packaged Goods LEGO CL!CK | Agency: Pereira & O’Dell | Client: LEGO Systems Pereira & O’Dell
LEGO, “LEGO Click”
CONSUMER PACKAGED GOODS

Sales of LEGOs up 32 percent? Stop the presses! That’s an amazing statistic but, given the creativity here, it’s not too surprising. Targeting adults, the brand tapped into every grown person’s memory of the creativity of youth with a video about an inventor inspired by children’s true stories. Who couldn’t love this? The concept of the “Click” moment (an audible touch for LEGOs) is intriguing. A community blog where people can share their Click moment stories is truly inspirational.
Entertainment: Movies Paranormal Activity | Agency: MEC | Client: Paramount Pictures MEC
Paramount Pictures, “Paranormal Activity”
ENTERTAINMENT: MOVIES

Arguably last year’s most frightening film (and maybe the cheapest – the U.S. rights cost a measly $350,000), Paramount Pictures teamed with MEC, who both knew Paranormal Activity was a film worth talking about. After an initial release in 13 markets, MEC used Eventful.com’s “Demand It” program, telling users that if the film reached one million “demands” it would open nationwide. It took only four days. The film was a trending topic on Twitter for over a month, beat out The Jonas Brothers and Metallica demand-wise on Eventful.com, and Paranormal became one of the most profitable films in history.
Entertainment: Music The Levi’s®/FADER Fort | Agency: Cornerstone Promotion / The FADER | Client: Levi’s® TheFader
Levi’s, “Levi’s Fader Fort”
ENTERTAINMENT

Aligning itself with the breaking and established music acts featured at SXSW, Levi’s participated in a multi-faceted and ongoing showcase, partnered with The Fader. The physical Fort at the event featured live performances from bands (live streamed at the online hub and on Facebook) as well as a shop where specialty items could be purchased and customized. Forty bands performed for a crowd of over 36,000 people over the four day event, and the online presence continues to update regularly with updates about the bands and acts who have played.
Entertainment: TV (non-news) Discovery Channel’s LIFE Premiere Tune-in Campaign | Agency: PHD | Client: Discovery Networks PHD
Discovery Networks, “LIFE Premiere Tune-in Campaign”
ENTERTAINMENT: TV

Discovery, working with PHD and AKQA, launched an online campaign leading up to the premiere of “Life” that brought the stars of the series – animals and plants – to life online. Animals walked across homepages of Yahoo, Microsoft and NYTimes, encouraging viewers to watch a “Life”-themed video. Discovery was the first advertiser to take over the newly designed MSN.com, using expandable HD videos. The premiere of “Life” reached 11.8 million viewers, almost 2 million more than the debut of “Planet Earth.” The “Life” campaign also resulted in 592,493 online clicks and more than 80,000 Facebook fans.

Financial Services/Banking/Investments Friends Like You – Social Campaign | Agency: dailey | Client: Intuit Dailey
Intuit, “Friends Like You”
FINANCIAL SERVICES/BANKING/INVESTMENTS

Broadcast, webcast … meet, Friendcast. With Initiative taking digital duties, Dailey delivered a higher percentage of new customers to TurboTax with the program than any other online channel – and 80 percent of conversions were first-time users. Via Facebook, people could share their delight in having finished their taxes. Using the “Friendlyzer,” they could filter reviews and connect to social networks to read others’ reviews. The experience then connected to social connectivity-enabled banners, which got 100,000 impressions and a 6 percent interaction rate.
Health & Pharmaceutical Good to Share | Agency: Digitas | Client: MedImmune/FluMist Digitas Health
MedImmune/FluMist, “Good to Share”
HEALTH/ PHARMACEUTICAL

In response to the 2009 flu pandemic, which was causing kids across the country to stop sharing for fear of catching the flu, FluMist launched an unbranded campaign called “Good to Share.” The goal was to educate consumers about flu prevention in order to make sharing “good” again. The campaign included the “Good to Share” Web site, as well as a TV spot, a Google-powered flu tracker, Sesame Street podcasts, and articles about flu prevention in various publications. The campaign also encouraged everyone to share via their favorite social networking site.

Restaurants/Fast Food Avatar | Agency: Arc Worldwide | Client: McDonald’s Arc Worldwide
McDonald’s, “Pandora Quest”
RESTAURANTS/FAST FOOD

To increase brand affinity with young adults and drive Big Mac sales during December ’09, McDonald’s partnered with Avatar’s makers to create its largest-ever adult-targeted movie activation and its first augmented-reality platform. “Pandora Quest” gamers located hidden objects within three of the movie’s visually stunning environments, with repeat Big Mac purchases required to access higher playing levels. POP and packaging drove consumers online. The site drew nearly 300,000 visitors, who played for an average of 10 minutes – the chain’s most effective digital engagement with adults to date. Big Mac sales jumped 18 percent over the previous December (exceeding goals in two of the program’s three weeks).
Retail Frito Lay, Only In A Woman’s World | Agency: OMD USA | Client: Frito Lay OMD USA
Frito Lay, “Only in a Woman’s World”
RETAIL

Frito-Lay noticed it had a problem with women. They weren’t connecting with the brand and they weren’t picking up Baked Lay’s, Flat Earth Veggie Crisps, and Smart Food at the store. Based on insights about women’s emotions and how they relate to one another, OMD created “Only in a Woman’s World,” a lightly branded entertainment concept that resembles a cartoon version of Sex in the City. Distributed through myriad channels in many forms the concept hit its target.
Technology & Web Services Core Family | Agency: Covario | Client: Intel Corporation Covario
Intel, “Core Family”
TECHNOLOGY & WEB SERVICES

When chipmaker Intel launched its new 2010 “Core family” it leveraged paid search as the catalyst for and glue to pull together and integrate a multimedia campaign traversing such traditional outlets as TV, print, and retail in a way that was sure to generate awareness and build traffic.
Travel & Tourism Bags Fly Free Campaign | Agency: Yahoo! | Client: Southwest Camelot Communications/VML/Yahoo
Southwest, “Bags Fly Free Campaign”
TRAVEL & TOURISM

Inevitably, you’ve seen Southwest’s “Bags Fly Free” campaign – and really, bags should fly free. Leveraging the success of the TV campaign, Southwest sought to drive awareness online and looked to the NCAA basketball tournament and Yahoo Sports’ homepage to accomplish the task. Employing a takeover of the homepage, Southwest netted 13MM impressions on March 17, the day before the tournament began, as well as a conversion rate around four times higher than the average placement.
Web Site Excellence
Automotive Moment of Truth | Agency: Digitas | Client: GM/Buick/2011 Buick Regal
Digitas
Buick Regal, “Moment of Truth”
automotive

Buick, apparently, is no longer “your grandfather’s car.” In an attempt to prove that point, Buick launched the “Moment of Truth” campaign for the new 2011 Buick Regal, leaning very heavily on social media and a level of transparency that shows people what people are now saying about the brand. At the “Moment of Truth” microsite, consumers can watch YouTube videos, look at photos, read Tweets and Facebook quotes, or even read articles that have been written about the new vehicle. And it’s not all good, either. The good stuff tends to be highlighted, but the bad reviews are there, too.

Blogs MintLife | Agency: Atomic PR | Client: Mint.com
Mint.com
MintLife
Blogs

Mint has been the most-buzzed about personal finance service of late and they’ve coupled their easy-to-use site and service with a well-designed, content-rich blog. One million monthly visitors peruse in-depth financial topics about saving and investing as well as lighter fare like job advice from Mad Men’s Don Draper. Content partners include CNNMoney, Forbes, Motley Fool and others, which makes for a diverse range of content that is coupled with good design and infographics. The blog also enjoys a 1.4% conversion rate, which is some very nice brand-extension icing on the cake.
Business-to-Business Pictela Website | Agency: Blenderbox | Client: Pictela
Blenderbox
Pictela, Pictela.com
Business to Business

B2B sites can often look good. They can also often deliver relevant information quickly, clearly and concisely. Rarely do they do both – though that has been admirably achieved at Pictela.com. Blenderbox has packaged the most important points that Pictela needs to communicate to potential customers and partners and fuses them in a bold, striking manner that erases ambiguity with the clarity of the message. From the landing page to the lower pages, the precision carries through and provides users with an excellent experience.
Charity/Non-Profit Organizations 1Love Teaser Site | Agency: BLITZ | Client: Marley Ventures
Blitz
Marley Ventures, 1love.org
Charity/Non-Profit Organizations

To commemorate the life of Bob Marley, who would have turned 65 this year, his family launched the 1Love charity. Blitz’s site for the initiative includes an explanation of the charity’s mission – creating sustainable products – as well as recent news articles, updates about concerts, biographies of Marley family members, and links to Twitter and Facebook pages. One portion of the site has information about particular products, like brands of certified organic coffee, along with links for users to make purchases.

Education/Schools/Universities (traditional or on-line) TopTenREVIEWS Web Site | Agency: TechMediaNetwork | Client: TopTenREVIEWS
TechMediaNetwork
Top Ten Reviews, toptenreviews.com
Education and Reference

Top Ten Reviews covers just about everything: 450 categories of software and Web services, 10,000 consumer electronics products, nearly 200,000 movies, 500,000 music titles and about 40,000 video game titles. The Web site provides users with a complete review of the products they are searching for, along with side-by-side comparisons of other products in the same category. It then issues a recommendation about which products to buy based on these comparisons.

Entertainment: Games/Gaming Guitar Hero Global Franchise Hub | Agency: BLITZ | Client: Activision
Blitz
Activision, “Guitar Hero Global Franchise Hub”
ENTERTAINMENT GAMES/GAMING

Guitar Hero stands as one of the most popular and recognizable video game franchises, but Blitz faced the challenge of remaking Activision’s site into a one-stop shop social hub that would greet metalheads in the hunt for Danzig’s “Mother,” without alienating Taylor Swift fans. There was an immediate 50 percent increase in site registration, a 200 percent increase in site traffic, and a 500 percent increase in video engagement. Plus, over 20 million songs were played and the new two-click purchasing process assisted in a 300 percent rise in retail store sales of Guitar Hero products.
Entertainment: Movies Daybreakers | Agency: The Visionaire Group | Client: Lionsgate
The Visionaire Group
Lionsgate, “Daybreakers”
ENTERTAINMENT: Movies

The multi-faceted site for the vampire movie Daybreakers is in keeping with the film’s eerie tone. Full screen video provides information on the film, including summaries and cast info, while sections that are mock portals for the fictional company in the movie give backstory – one asks “clients” to open a bloodbank account, including a cheerful commercial; and the other promises to teach “how to capture humans” (i.e. Facebook friends). Both of these sections engage viewers with interactive games linking to Facebook and involving others.
Entertainment: Music Stereogum Relaunch | Agency: BUZZMEDIA | Client: Stereogum
Buzzmedia
Stereogum, stereogum.com
Entertainment: Music

Stereogum, founded in 2001, has gradually evolved from a ragged blog (that even in its earliest incarnation could break new music) to a more polished publishing destination with a recent relaunch. A couple of things have not changed: the free songs from bands the site champions (though the players and interfaces have become smoother) and the true fan’s passion it exudes.
Entertainment: TV (non-news) History.com | Agency: HUGE | Client: A&E Television Networks
Huge
A&E Television Networks, History.com
Entertainment: TV (non-news)

Refocusing the cable network’s web presence from an emphasis on show promotion to a destination for historical information, History.com now leads with two timely features on its homepage: “History Behind the Headlines,” providing historical perspective on current news, and “This Day in History.” Users can search a vast database for articles, videos and photos on historical topics – all connected via a newly custom-tailored taxonomy. Interactive elements keep users engaged, allowing them to “take the ultimate history quiz” or “explore the cosmos.”

Family/Parenting/Women’s Interest SheKnows | Agency: Evolve Media | Client: SheKnows
SheKnows
SheKnows.com
Family/Parenting/Women’s Interest

Attracting nearly 45 million unique visitors, SheKnows is a one stop online destination, covering every topic a woman might need. With sections devoted to entertainment news and gossip, reviews, beauty and fashion articles, and love, sex & dating advice for every woman, single, dating, married, or divorced, SheKnows.com provides education, entertainment, and an engaging online community – all within an easy to use and attractive interface. The site includes sections on parenting, pets, home, living, and health, and includes an impressive “How to…” section. SheKnows.com has become one of the fastest-growing destinations on the web, consistently ranking as one of the top five properties for women.
Fashion/Beauty/Cosmetics www.Keds.com | Agency: Night Agency | Client: Keds
Night Agency
Keds, “The Original Sneaker”
Fashion/Beauty/Cosmetics

How do you make a 100-year-old sneaker company cool again? For the Keds Web site, Night Agency did it three ways: The Design Your Own feature starts with a blank canvas, literally, which users can customize in nearly countless ways. Or shop the Keds Collective, created by independent designers from across the country. Short profiles and videos of the designers working and discussing their inspiration add a personal touch. The Style Gallery features photographs of real people wearing their kicks. Browse the photos and buy the shoes right off their feet.

Financial Services/Banking/Investments ResponsibilityProject.com | Agency: Hill Holliday | Client: Liberty Mutual
Hill Holliday
Liberty Mutual, ResponsibilityProject.com
Financial Services/Banking/Investments

A good idea made great. Liberty Mutual created this content-rich site following positive response to its TV spots depicting a “pay it forward” theme. Fresh content and an easily navigable presentation make it easy and fun to “explore what it means to do the right thing.” Information about products is interwoven with content in a subtle way. The company reports average time on the site is 5 minutes, 15 seconds. Pretty amazing.

Food & Beverage 5React.com | Agency: Firstborn | Client: Wrigley
Firstborn and EVB
Wrigley’s, 5React.com
Food and Beverages

Wrigley’s 5react.com takes online technology and offline integration to impressive levels. Users log in through Facebook Connect and go through a door to see if they’ve been “chosen.” They enter an alternate 3-D universe in which they’re surrounded by images/messages pulled from their Facebook profiles, populating virtual television screens. When a “chosen” message appears, a man puts something in a black envelope showing the fan’s name/address. Once fans click to submit, the brand mails out a black-enveloped package bearing a pack of 5 React gum, 3-D glasses and a code. Returning to the site, they use the code/glasses to experience/interact with a 3-D motion piece customized to the user, and can post the video in an online gallery.

Health, Wellness Claritin.com | Agency: Euro RSCG Worldwide | Client: Claritin
Euro RSCG Worldwide
Claritin, Claritin.com
Health/Wellness

The Claritin site is a compendium of useful information for the allergy sufferer, from basic Q&As (“Can shorthaired pets cause allergies?”) to interactive diagnostic tools such as an “Allergy Profiler” and an “Allergy Forecast” personalized to the user’s location. Users can also download coupons from the site. Redesigned last year, the site has generated successful bottom-line results: bounce rates dropped, time on site now approaches four minutes, far above industry standards, and a steady flow of coupon offer redemptions has produced sales for the brand.

House & Home Hunter Douglas iMagine Design Center “Upload Your Own Photo” | Agency: Enlighten | Client: Hunter Douglas
Enlighten
HunterDouglas.com
House & Home

Hunter Douglas’ design center helps consumers visualize the brand’s entire product line in an interactive online gallery and new “Upload Your Own Photo” customization tool, where users can upload photos and apply images of Hunter Douglas products directly to the windows. The hi-tech tool precisely scales images and even matches true obstructions for an accurate portrayal. All images can be stored for future use in a personalized “My Workbook” section, or emailed, printed, or compared – providing consumers with an ideal online shopping experience. Visitors to the Upload Your Own Photo section are almost twice as likely to use the dealer location tool as those who use the existing room photographs, and are also more likely to return to the site.

News/Politics Reuters.com | Agency: HUGE | Client: Thomson Reuters
Huge
Reuters.com
News/Politics

In what is perhaps the most highly customizable news site on the market today, the new Reuters.com preserves the venerable brand’s heritage as a no-nonsense, news wire, with rich, contextually relevant content and applications aimed at time-starved business professionals. The user-centric design features a new home page that utilizes dynamic data streams to prioritize most newsy and relevant stories for the business world that day, giving readers everything they need to know at a quick glance. A “Track and Save” bar lets users hold on to the topics most important to them and therefore create a profile that feeds stories with the subjects that concern them most. A personalization algorithm suggest stories of similar interest, and new navigation features make the most popular features more accessible.
Retail Super Bowl: Crazy Pet Owners | Agency: Catapult Action-Biased Marketing | Client: Pedigree
Catapult Action-Biased Marketing
Pedigree, “Crazy Pet Owners”
Retail

TV ads caught viewers’ attention: the Web site kept it. The TV spot showed snippets of pet owners interacting with unlikely housemates. The Web site housed full-length videos of boar, ostrich, rhino and bison owners. The solution was simple: rescue a shelter dog for a pet rather than an exotic animal. With each video watched, one meal would be donated to a shelter dog. Roughly 2,243,847 bowls of dog food were delivered to shelter dogs nationwide. One video featured a bison lover wearing a Bisondung.net shirt. Pedigree went an additional step and created a simplistic site for a bison-loving dung-seller.

Social Networking (Excluding Facebook, MySpace) LEGO CL!CK | Agency: Pereira & O’Dell | Client: LEGO Systems Pereira & O’Dell
LEGO, “LEGO Click”
CONSUMER PACKAGED GOODS

Sales of LEGOs up 32 percent? Stop the presses! That’s an amazing statistic but, given the creativity here, it’s not too surprising. Targeting adults, the brand tapped into every grown person’s memory of the creativity of youth with a video about an inventor inspired by children’s true stories. Who couldn’t love this? The concept of the “Click” moment (an audible touch for LEGOs) is intriguing. A community blog where people can share their Click moment stories is truly inspirational.
Sports ESPN.com | Agency: ESPN | Client: ESPN
ESPN
ESPN.com
Sports

What more needs to be said about ESPN.com than it simply is caffeine during the workday. Stuck on a project, wondering about a dead-end future? Troubled souls click over to the site perhaps dozens of times, even if they know little has changed since they did so last. Those with more time can drill down ceaselessly through the video vault and content on a favorite sport. Beaten in local markets by not starting regional sports networks, espn is determined not to lose on the Web. So it’s started local sites in five markets where the coolest aspect are customized “SportsCenters,” with production quality equal to the on-air version.

Technology & Web Services Intel Core Experience | Agency: Razorfish | Client: Razorfish
Razorfish
Intel, “Core Experience”
Technology & Web Services

Ahead of its launch of a new suite of Core microprocessors, semiconductor giant Intel decided to create a hands-on Web site where consumers could actually learn about microprocessors and the differences between them. The result: Intel’s Core Experience site is short on words, but heavy on interactive features and demonstrations. The site also guides users towards determining which processor is right for them based on their computing preferences and needs, and then refers them to retailers for purchase.

Travel & Tourism Virgin America 2.0 | Agency: ROKKAN | Client: Virgin America
ROKKAN
Virgin America, “Virgin America 2.0″
Travel & Tourism

One click to find out if your flight is on time. One click to change your reservation. In fact, most of the tasks you would ever want to accomplish on an airline’s Web site, Virgin has placed front and center on their homepage and made easy to access and use with one click. With its relatively simple, minimalist design (at least for an airline homepage), the Virgin site reflects the same qualities as its brand – and it’s even slick enough that you could imagine Branson using it.
Youth Create Your Own Comic: A Website Fit for a Superhero | Agency: 360i | Client: Marvel Entertainment NBC Universal, which acquired rights to the Hallmark Channel internationally in 2007, is swapping the famed moniker in the U.K. for one of its well-known brands. The network will be known as Universal Channel starting in October — part of NBCU’s efforts to elevate the Universal brand, around since 1912, across the globe.

Also, as Hallmark Channel in the U.K. offers a slew of popular dramas such as “House” and “Law & Order: SVU,” NBCU felt the programming did not necessarily fit with the “family friendly” image cultivated by the network in the U.S.

“We know it will appeal to both our existing fan base and a whole new audience who may not have previously been familiar with the Hallmark Channel brand,” said Laurence Dawkin-Jones, an executive with Universal Networks International, the NBCU division that offers Hallmark in 150-plus countries.

NBCU said it is looking for five brands to serve as a platform for its pay-TV channels internationally: Syfy Universal, Studio Universal, Diva Universal, 13th Street Universal and Universal Channel. Hallmark has become Universal Channel in Australia and Africa.

NBCU received rights to Hallmark Channel outside the U.S., where it is owned by Crown Media, through a deal with Sparrowhawk Media. In the U.K., the brand is distributed by providers BSkyB and Virgin Media.

ABC series “Rookie Blue” will be joining Universal Channel in the U.K.

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©2010 MediaPost Communications.