Promo - May 2008 - (Page 22)

Interactive Marketing Awards Continued from page 21 the world, the site is available in six languages: English, Spanish, French, German, Portuguese and Italian. “We saw a lot of international traffic,” says Dold, noting that participants came from more than 40 countries. “Burger King is not even available in France, but we got traffic from there.” “Simpsons” creator Matt Groenig and executive producer Jim Brooks and their creative team helped Equity make sure all the details looked authentic, down to hairstyles, body types, outfits and accessories—from Marge’s blue hair and Homer’s 5 o’clock shadow to Lisa’s pearl necklace. “They showed us how to assemble a ‘Simpsons’ character,” says Price. Equity also procured a kiosk that served the same function as the Web site, and was hit at the press party at the Beverly Hills Hilton following the theatrical premiere and at other special events. Equity also arranged for a BK/“Simpsons” cross-promotion with Blockbuster and for the special URL to be promoted at NASCAR’s Indianapolis 500 on July 29. While Equity handled the back-end tech- nology for the Web site, Wunderman was responsible for the merchandising and packaging, and Crispin Porter did the advertising. “We’re used to working in a multiagency environment,” Dold explains. And Burger King used Simpsonize Me to push its new Ultimate Double Whopper that only someone with Homer Simpson’s appetite could enjoy.—Larry Jaffee METHODOLOGY A record number 131 entries to Promo’s third annual IMA competition were judged by a panel of creative directors at both interactive marketing agencies and marketing clients over a two-week period in March. The peer review process considered submitted campaigns based on three criteria: creativity, execution and results. We thank our panel of judges who were: JAY DUNN Vice President, Marketing, Lane Bryant JIM ENSIGN Vice President of Marketing Communications, Papa John’s JOHN FINDLAY Founding Partner, Launchﬁre LAURA GALANTE Sr. Media Strategy Manager— Emerging Technologies, PetSmart MATTHEW KATES Vice President, Strategic Services, ePrize CRAIG LAMBERT Chief Digital Director, Head of the Interactive Group, Colangelo BRYAN MORRISON President, ipsh! BILL NUSSEY CEO, Silverpop HECTOR PAGES COO, Brandmovers MICHELLE PALMER Vice President, The Marketing Arm DOUG ROLLINS Director of Digital Platforms, Coca-Cola MICHELLE UHER Senior Director, Digital Marketing, GMR Marketing Campaigns were entered in one of eight categories: VIRAL PROMOTION For campaigns that incorporated friend-to-friend components to build reach, create brand ambassadors and drive sales. SMS/MMS MOBILE MARKETING For campaigns that engaged consumers via short message service or multimedia message service technologies, to build brand engagement and drive sales. INTERNET-BASED TRIAL RECRUITMENT For campaigns (such as digital sampling or coupon programs) that used the Web to engage consumers with a product or company for the ﬁrst time. INTERNET-BASED LOYALTY MARKETING For campaigns that used Web-based programs to engage employees or consumers and build their aﬃnity for a company or brand product over time. PROMOTIONAL WEB SITE For either interim or long-standing Internet sites that supported an overarching integrated consumer-targeted promotional campaign, or integrated program targeting employees, sales reps or distributors. NEW MEDIA For programs that used social networking, podcasting, blogs, RSS or other new media to build brand engagement and drive consumer behavior. SEARCH ENGINE MARKETING For programs that leveraged SEM to drive brand promotion. E-MAIL MARKETING For programs that used electronic direct marketing to drive brand promotion. 22 may 2008 / WWW.PROMOMAGAZINE.COM / Promo http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - May 2008

Promo - May 2008 Contents Editor's Note Eyeballs All the Same... NBC Makes 'Law & Order' a Mobile Game Recession Rewards Comfort Virally Toaster on Wheels Commentary Ay Caramba! The 2008 Interactive Marketing Awards Winners How Bulletproof? Q&A: What a Ride Resource Center The Agency Center Blogging 101 Index of Advertisers

Promo - May 2008

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