Marketing Masters — October 2008 - (Page 19)

Honorable menTions ❚❙ ❚❙ honorable mentIons Think Services/United Business Media - Microsoft Silverlight Program Microsoft Silverlight used a game, Sparkleball Game & Tutorial, and an online magazine, Vista Graphic Flipbook, to attract and gain the participation of the Dr. Dobb’s Developer community in order to test out its ads rendered in both Silverlight and Flash. This enabled Microsoft to gather data about the development process as well as the resulting advertising units, and allowed it to reach 5% of the total developer audience with focused contextual advertising. together to host the TV Upfront Party with celebrities such as Eva Longoria, Ellen Pompeo, Hayden Panettiere, Ashton Kutcher and Demi Moore. Matrix had nearly 11 million print impressions, while EW PR secured countless impressions in-book, online and other broadcast media vehicles. tially a risk for TV Guide with other more established Emmy parties already in existence, garnered more than 371 million impressions. Multiple Magazine Title Program The Week Magazine The Week Opinion Awards Wenner Media/Men’s Journal Presents Discover Puerto Rico The Discover Puerto Rico campaign followed a well-known travel correspondent, Zay Harding, on an action-packed, five-day exploration of Puerto Rico, with the goal of promoting it as more than just a beach destination. The campaign consisted of in-book advertorials within Men’s Journal, an online custom microsite with videos, photo slide shows and audio commentary, as well as consumer direct e-mail blasts that resulted in reaching more than 3 million people over seven months. The Week Opinion Awards and Forum held in Washington, D.C., honored the elite community of opinion journalists on March 27, 2007, while giving the publication an opportunity to increase its profile and brand visibility among powerful D.C. policy makers. The event, which was broadcast on C-SPAN, received press coverage from The Washington Times, Folio and The LA Times and also drew $835,000 in ad pages from sponsors Chevron, American Airlines and Altria. Meredith Corp. K/BIS “Your Kitchen. Your Bath. Your Way. Designs for Every Lifestyle and Life Stage” Time Inc. - Winter Heat Meredith Corp. and the National Kitchen & Bath Associations (NKBA) partnered to create the Design Idea Center (DIC), a 10,000-squarefoot design-centric space at the annual Kitchen and Bath Industry Show (K/BIS). The campaign targeted kitchen and bath designers, manufacturers and consumers through the use of print, editorial, in-market meetings, online, syndicated television and a “Your Kitchen, Your Way” contest, generating than 52 million media impressions and the return of four of five sponsors. Event Condé Nast/Brides.com Valentine’s Day at the Empire State Building For the second year in a row, Brides.com collaborated with the Empire State Building to host Valentine’s Day wedding ceremonies, with the help of sponsors Clinique, MW Tux and Palace Resorts. These ceremonies attracted major network TV coverage from ABC, CBS, NBC, CNN and Fox, and boosted online traffic, at only a $25,000 total cost to Brides.com. Despite its association with summer, Winter Heat aimed to generate awareness and buzz for Miller Chill beer during the cold season by creating a five-month program that fused music, entertainment and sports and involved individual events for the readers of Entertainment Weekly, People and Sports Illustrated. The program generated 265 million total gross impressions through its use of in-book features in the aforementioned publications, as well as e-vites, Youtube videos and coverage by such outlets as ABC, NBC, the New York Post, and Mediaweek. MindShare - American Express/ Ultimate Gift Guide American Express and Condé Nast Media Group teamed up for the 2007 holiday season to provide American Express cardholders with The Ultimate Gift Guide, an exclusive editorial and online property that informed readers of must-have items and offered special edition products. The guide also promoted American Express membership and involved three Condé Nast entities—Details, Domino and Wired—to come together to promote the credit card company, resulting in 24.7 million impressions. TV Guide - Emmy After Party Entertainment Weekly Matrix - TV Upfront Entertainment Weekly and Matrix came For the fifth consecutive year, TV Guide honored the television industry with its Emmy After Party, an event that included sponsors such as Oil of Olay and Kraft. Coverage of event, which was ini- National Geographic Magazine PromPeru National Geographic and PromPeru, Peru’s tourism board, collaborated on “Pack Your Cont’d on page 20 October 2008 ❚ minonline.com min ❚ Marketing Masters Issue 19 http://www.Brides.com http://www.Brides.com http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.