Marketing Masters — October 2008 - (Page 20)

❚❙ honorable mentIons Honorable menTions ▶ Honorable Mentions, continued from page 19 Six Senses” in order to promote travel to Peru with highlights in National Geographic Magazine, National Geographic Traveler and National Geographic Adventure, as well as a custom Web site and lecture series featuring National Geographic personalities in New York, San Francisco, Los Angeles, Miami and Washington, D.C. Catering to each audience resulted in over 51 million print impressions, over 1,000 people attending events and significant leads and inquiries for potential bookings to Peru. farmers with the financial management skills needed to maximize profits, was a collaboration between Super Powering Profits workshops, print in Meredith’s Successful Farming and online at Agricultural Online. Overall, it yielded 10,000 page views online, was seen by 5.5 million readers in Successful Farming and resulted in renewed sponsorship and increased revenue for 2008. the NFLRush.com Web site via Nick TV, NFL video (posted on the Nickelodeon Web site) and the February issue of Nickelodeon Magazine. Total media impressions driving traffic to NFLRush.com were over 27 million, with 101,000 clicks. Rodale Inc. - Nissan Master the Shift Online Event Tech Web for bMighty bConnected In April 2007, Nick Magazine and Nick Jr. Magazine hosted the Kids Choice Awards, and Nickelodeon was able to tie sponsor KIA Sedona into the awards show by offering personalized targeted advertising, from kidfriendly online games to parents’ booklets of family activities. Over 1 million moms saw the ad in Nick Jr. Magazine, with online hits on the program Web site (www.race2kca. com) increasing by 236% from the previous week, resulting in KIA signing up to be a sponsor again in 2008. Nickelodeon - Kia Motors and the Kid’s Choice Awards This yearlong integrated marketing program with charter sponsor Cisco Systems drew together the bMighty.com Web site, an online event (bMighty bMobile) and two pieces of original research (Mobility and Unified Communications) with the goal of helping small and midsize businesses leverage technology to grow and compete against larger enterprises. The event drew more than 2,300 registrants, exceeding sponsor targets by more than 15%. Nissan and Rodale partnered up to promote the Nissan Rogue through their AugustDecember 2007 promotion entitled “Master the Shift,” which introduced their audience to top athletes who have achieved high levels of performance within one of Rodale’s core endurance sports. Through in-person events, print and online promotions by Rodale publications such as Men’s Health, Women’s Health, Bicycling and Backpacking, and promotional merchandise, the program delivered over 160 million impressions and generated 1.1 million page views. Print/Online Bundle Gardner Publications - InMotion Meredith/Starcom USA Discover Card New Event Program King Fish Media - On Wall Street Branch Manager Awards In partnership with On Wall Street Magazine and its Web site, MainStay Investments, a division of New York Life, promoted its brand by hosting a special Branch Managers Awards in March 2008 that was hosted by award-winning chef Tom Colicchio. The program was so successful, MainStay plans to make it an annual event. To provide readers with in-depth information, Gardner Publications created InMotion, a series of multimedia presentations integrating video, audio, text, white papers, Q&A and references. InMotion generated a 20% increase in visits from January to February 2008 and again from February to March, due to the combined influence of an InMotion video and an ad that appeared in the February 2008 issue of Modern Machine Shop. Discover aimed to differentiate its brand by targeting “credit revolvers”—people who do not pay monthly statements in full and don’t take advantage of typical rewards programs —with a partnership with Meredith’s Parents magazine, in both its print and online editions. Through Parents “Get It Together” program, Discover saw an 11% increase in brand favorability and a 9% increase in likeliness to apply for a card. MindShare for American Express- Ultimate Gift Guide (See description on page 20 under Multiple Magazine Title Program) Unilever - ViveMejor Successful Farming Super Powering Profits Nickelodeon - NFLRush.com This exclusive program, designed to arm In 2006-2007, the NFL and Nickelodeon collaborated to get the whole family onto The ViveMejor platform aimed to increase sales of Unilever products by giving Hispanic women information on food, beauty and lifestyle, especially since they are the ones most likely to make household purchasing decisions. Using ViveMejor magazine, ViveMejor. com, television vignettes and in-store 20 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.NFLRush.com http://www.NFLRush.com http://www.bMighty.com http://www.www.race2kca.com http://www.NFLRush.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

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