Marketing Masters — October 2008 - (Page 22)

❚❙ honorable mentIons ▶ Honorable Mentions, continued from Page 21 Total Integrated Program: Consumer from Harley-Davidson, in addition to 45.3 million impressions. in order to produce 19.3 million impressions. Bonnier Corp. Outdoor Group/ Field & Stream Total Outdoorsman Challenge Martha Stewart Living Omnimedia - Ultimate Block Party Program Presented by Toyota Total Integrated Program: B2B Advanstar Communications – Modern Medicine Advanstar Communications created a Modern Medicine online and offline program that aimed to reach busy physicians and provide them with access to a crossspecialty library of up-to-date content. Through the combination of the Modern Medicine Network (which included 13 Advanstar publications), print ads, Web site banner ads and an integrated registration process, Advanstar is expecting 200,000 registered physicians by the end of 2008, double their target goal. The one-of-a-kind skills competition grew out of a June 2004 issue of Field & Stream magazine, and as of 2007 encompasses three onehour television episodes appearing on the Versus network and a partnership with outdoor retailer, Bass Pro Shops. This package, meant to highlight the skills necessary to be a wellrounded outdoorsman, reached over 84,000 consumers and created a total of 220 million impressions. Complex Media - Complex Media Harley-Davidson Program Aiming to leverage the power of the Martha Stewart brand to bring the Toyota Highlander’s brand essence of fun, family, escape and efficiency to life, this campaign utilized The Martha Stewart Show, custom advertorials in Martha Stewart Living, and Martha Stewart Living Radio, to promote a video contest in which the winner would receive the Martha Stewart Ultimate Block Party experience, as well as a free Toyota Highlander. The contest garnered more than 42,000,000 impressions. Having a long-standing reputation for creating products that represent strength and durability, Harley-Davidson wished to build a new relationship with a younger, more multicultural audience through this campaign, with the use of an eight-page custom unit in Complex, a custom Web site with video, sweepstakes and a special event during L.A. Fashion Week. The site attracted 3,300 sweepstakes participants, 2,572 of whom were interested in receiving mailers and additional information Rodale Inc. - Nissan Master the Shift (See description on page 21 under Print/ Online Bundle) The Rosen Group for Symantec Integrated Partnership “Confidence in a Connected World” Runner’s World – JetBlue Welcome Runners Wanting to expand their target audience to consumers ages 25-34 who love adventure, JetBlue sought to connect its brand to runners. It did so with welcomerunners. com JetBlue ads and advertorials in Runner’s World and Running Times, as well as with events such as the Boston Marathon, Symantec, a provider of Internet software products, called up Ziff Davis’ PC Magazine Network to build an integrated marketing program that would reach the magazine’s readers and Web site visitors. Comprising in- book ads, a sponsorship of PCMag. com’s 25th anniversary section and downloads of branded content, the results generated 7,119,613 impressions and 13,634 clicks at PCMag.com. ■ MediaVest’s Chatham and Citibank’s Ingall Keynote min Event This year’s co-emcees for min’s 2008 Integrated Marketing Awards (and past Sweet 16 honorees) were Jennifer Chatham, Activation Director, Starcom MediaVest and Mark Ingall, Managing Director, Global Strategic Media, Citibank. The event was held September 18 in New York. Having been at Citi since 2000, Mark spent a large portion of his career working overseas, first at Saatchi in London and then later on in Asia where he worked for Bozell, covering a market that ranged from New Zealand to India. And in the nearly 13 years Jennifer has been in advertising, one key lesson she has learned while working on high profile accounts such as Kraft, is that the most successful pitches she’s heard from magazine publishers have been grounded in truth. ■ 22 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.PCMag.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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