Social media, coupled with new gadgets, have conditioned Web and cellphone users to interact with brands more than ever. Indeed, our judges for Promo magazine’s third annual Interactive Marketing Awards reviewed a record 131 entries — 13% more than last year’s competition. Nearly half of this year’s winners were sequels to successful campaigns. A few tweaks here and there, but basically MyCokeRewards.com (twice winners in ’08, once in ’07), and the Gap Casting Call were new spins on the tried and true. Just when you thought every promotion had already been done for “The Simpsons,” here’s a promotional Web site that’s truly best in show.
Here’s a list of the winners.
BEST IN SHOW:Everyone’s a Simpson
AWARD CATEGORY SMS/MMS Mobile Marketing: Taste Test
AWARD CATEGORY Viral Promotion: T-Shirt Beacon
AWARD CATEGORY E-mail Marketing: Instant Database
AWARD CATEGORY Internet-based Trial Recruitment: Tied in Category Parental Pride
AWARD CATEGORY Internet-based Trial Recruitment: Tied in Category Pack up the SUV
AWARD CATEGORY Internet-based Loyalty: Rewarding Redemption
AWARD CATEGORY New Media: Tied in Category Cyber Barbie
AWARD CATEGORY New Media: Tied in Category Buzz Pick-Up
AWARD CATEGORY Search Engine Marketing: Finding Coke Drinkers
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.
Network
