Last week, Jack Myers Media Business Report presented Bronze Honors in the Third Annual Myers Media Innovation & Creativity Awards. More than 300 entries were received. In this report, Silver Award winners are being announced; next week, Gold Honors will be announced followed by Platinum Honors and two special grand awards named to honor the late CBS executive Thomas F. Leahy and the late DDB media executive Bart McHugh. Silver Award winners are listed below in random order followed by details describing each winning entry and the individuals involved. A full list of Bronze and Silver winners can be accessed at (List of Winners).
Myers Media Innovation & Creativity Silver Award Winners
CBS "The Early Show"
Williams Sonoma Fall Preview
ZenithOptimedia, Toronto
Kia Motors: The Tournament
Johnson & Johnson
Having a Baby Changes Everything
Time Warner Global Marketing
Wendy's Comedy Challenge
FX Network
Ford Fusion
Turner Broadcasting
Kellogg's NASCARtoon Racing Brand
Discovery Networks, U.S.
Discovery HD Theater/Circuit City
ESPN ABC Sports
SportsCenter "Chillin Across America" for Coke Zero
Initiative Media
Five-Second Pod Puncher
Viacom Plus
Entertainment Tonight Primetime Special Sponsored by P&G
Words & Pictures
Chase Card Services VOD Campaign
CNET Networks
CNET "How-To" Clinic with Best Buy
Descriptions of Winners
CBS "The Early Show"
Williams Sonoma Fall Preview
Participants: CBS, Williams Sonoma, Fulltank Productions
Synopsis: CBS' Early Show airs a 5-minute Cooking School segment that is produced on-site at Williams Sonoma. The segments feature The Early Show's Hannah Storm,
along with Tori Ritchie, culinary consultant for Williams Sonoma. CBS and Williams Sonoma worked together to enhance and expand this relationship, creating a DVD to promote CBS' fall programming lineup and providing Williams Sonoma customers with cooking ideas. The DVDs were available at Williams Sonoma stores and were inserted into the Fall catalog. The preview included CBS stars cooking with Tori and Hannah, featured the 5-minute Cooking School segments, and offered viewers the chance to win a $1,000 shopping spree.
Winners: Ellen Ross, Janice Derosa, Patricia Barroll Sellman
ZenithOptimedia, Toronto
Kia Motors: The Tournament
Participants: ZenithOptimedia Toronto, Kia Motors, CBC
Synopsis: The Tournament is a weekly program… a "mockumentary" developed by the CBC and brought to ZenithOptimedia. The series centers on a kids' pee-wee hockey team and the dysfunctional hockey parents that guide it. Now in its second season, Kia is involved from script development through retail events. Two of the male
characters work at a Kia dealership and Kia products are integrated into the show. Kia signage is prominent at the showroom, on dealer apparel and on rinkboards. Integration is extended to the website and into "mobisodes" specially created for online and mobile. Kia supports the program in print advertising, the show's stars participate in autograph sessions at dealer showrooms, and the network supports a watch and win contest.
Winners: Jeff Phaneuf: ZenithOptimedia, Toronto; Steven Pitkanen: CBC.
Johnson & Johnson
Having a Baby Changes Everything
Participants: Johnson & Johnson, Time Warner Global Marketing, Lowe Worldwide, Universal McCann, R/GA, OMD
Synopsis: "Having a Baby Changes Everything" is J&J's corporate equity campaign targeting adults 25 to 54. J&J approached media companies with the challenge to amplify the
existing campaign by providing innovative media solutions. Time Warner Global Marketing submitted the successful creative concept and media program, implemented by J&J and its agency partners in print, TV and online. Well known "achievers" who represent the core values of J&J were selected and invited to share stories of their own parenting experiences, and how having a baby has changed their lives and priorities. Personalities
were compensated through donations to charity. The program is still being measured but 6,000 free memory books were distributed to consumers through the baby book gallery on the first day of the promotion.
Winners: Michael A. Giarraputo, Gina Moletto, Andrea Higham: Johnson & Johnson
Time Warner Global Marketing
Wendy's Comedy Challenge
Participants: Time Warner Global Marketing, AOL, TBS, Warner Bros. Syndication, HBO, McCann Erickson, Universal McCann Interactive, Wendy's
Synopsis: The goal
was to develop a media platform that would help make the Wendy's brand more contemporary while reinforcing the brand position as "Defender of Good Taste" and extend Wendy's "Do What Tastes Right" campaign. Time Warner Global Marketing created a custom program for Wendy's around the Comedy Festival in Las Vegas, a comedy event developed by HBO, The Comedy Festival, TBS and AOL. The platform was extended to include The Ellen Degeneres Show. The Wendy's "Stand Up for Good Taste" Comedy Challenge was a nationwide search for the best "clean"
comedian, with entries submitted through online video and the finalists appearing at a special live event as part of The Comedy Festival. Wendy's was also a charter sponsor of the Earth to America comedy festival special on TBS. Fifteen semi-finalists were showcased online for consumer voting with targeted advertising on AOL.com and ellentv.com.
Winners: Mark D'Arcy: Time Warner Global Marketing; Bator Kovacs: Universal McCann; Michelle Fedurek: Wendy's
FX Network
Ford Fusion
Participants: FX, Ford Motor Media, Think Creative Production
Synopsis: Ford and JWT wanted to showcase the new Ford Fusion by looking for a unique combination of entertainment with information and brand messaging. FX recommended the
FX Launch Night, which enables advertisers to leverage an exclusive sponsorship of FX programming with the advertiser's marketing campaign. The sponsorship of FX's primetime movie included the Ford Fusion commercial in the first position of each pod, seven days of tagged tune-in promotion, custom opening and closing graphics, Launch Night interstitial teaser ads, custom entertaining "mini-movie" interstitial messages featuring NASCAR driver Carl Edwards, and billboards.
Winners: Barry Schwartz: Fox Cable; Sally Daws, Amanda Carmel: FX
Turner Broadcasting
Kellogg's NASCARtoon Racing Brand
Participants: Turner Broadcasting, Cartoon Network, Kellogg's, Draft, NASCAR
Synopsis: Kellogg's and Cartoon Network joined forces to create the Kellogg's NASCARtoon Racing promotion to offer NASCAR's youngest fans the opportunity to collect up to six
exclusive HotWheels NASCARtoon Racing Rev-Ups racecars. Fans sent in four proof of purchase from eleven different Kellogg's cereals. The Rev-Up cars featured different Cartoon Network series. The campaign launched at NASCAR races where full-size Cartoon Network branded cars competed. Fans were also invited to call-in to enter to win a Foster's Home
for Imaginary Friends-branded Chevrolet Monte Carlo filled with Cartoon Network goodies. The Kroger-Kellogg's/Cartoon Network NASCARtoon Racing Truck toured to NASCAR events, and there was extensive on-air promotion, on-pack promotion, online mini-site, live events, contests, plus radio advertising.
Winners: Cartoon Network & Kellogg's
Discovery Networks, U.S.
Discovery HD Theater/Circuit City
Participants: Discovery Networks, Circuit City
Synopsis: A partnership between Discovery and Circuit City is designed to generate awareness and excitement about high definition programming, help drive sales of HD television sets and increase customer satisfaction with HD. Circuit City is marketed across all Discovery's assets and Discovery HD Theater receives in-store presence at Circuit City stores. In
addition to advertising on Discovery Channel, TLC, Animal Planet and other Discovery-owned networks, Circuit City receives a tagged message in Discovery HD Theater cross-channel promotional spots; in-program pop-up messaging in Discovery Networks HD series; roadblock commercials across Discovery HD Theater, Discovery Times Channel, The Science Channel,
Military Channel and Discovery Home Channel airing on key retail selling nights; retail promotion in Discovery Channel Stores; and brand inclusion in the HD "Frequently Asked Questions" section at www.discovery.com. Discovery receives promotional displays in Circuit City stores, brand inclusion on Circuit City's Sunday newspaper supplements, Discovery HD Theater brand inclusion in the "Click & Learn" section at www.circuitcity.com, and a separate in-store Discovery HD Theater video feed at Circuit City stores via Premier Retail Networks.
Winners: Harold Morgenstern, Ken Ripley: Discovery Networks U.S.; Carol Fuller: Circuit City Stores
ESPN ABC Sports
SportsCenter "Chillin Across America"
Participants: ESPN ABC Sports, Coke Zero, Crispin Porter
Synopsis: Coke Zero became a presenting sponsor of the SportsCenter Across America tour of 50 states to help launch the new Coca Cola product and establish its "Chillin'" theme. A
special mini-site at ESPN.com was created and featured custom, behind-the-scenes vignettes of the SportsCenter crew "Chillin' Across America," special interactive animation, advertorials, and a "Chillosophy" ticker across the site. Contests, special links at ESPN.com, Coke Zero banner ads, and on-air promotions led to site users spending an average 4 minutes 28 seconds on the site.
Winners: Katie Ford, Brad Liebow: Starcom/Mediavest; Aaron Sandonato, John Driska: ESPN ABC Sports; Scott Brown: Crispin Porter
Initiative Media
Five-Second Pod Puncher
Participants: Initiative, AOL, Fox Broadcasting
Synopsis: Initiative created the concept for the industry's first five-second commercial for a marketer specifically designed to reach audiences who use a digital video recorder. Fox-TV was the first network to accept the spot and AOL the first marketer. The commercial,
supporting the launch of AOL Safety and Security Center, debuted on November 21 during an episode of Prison Break. "Pod Puncher" is designed to break the barrier of traditional :30 and :15 second spots by positioning a free-standing five second commercial at the end of a commercial break as program content is about to resume. A viewer who has skipped through commercial content with a DVR would see the commercial as a result of the automatic "jump back" feature in the DVR. The five second Pod Puncher
followed a traditional :30 or :60 second commercial that had aired during the same commercial pod, reinforcing the message for those who had been exposed to the full commercial pod. Pod Puncher will be a continued offering from Initiative.
Winners: Alan Cohen, Tim Spengler: Initiative; Richard Taylor: AOL Brand Marketing; Jon Nesvig, Fox Broadcasting
Viacom Plus
Entertainment Tonight Primetime Special Sponsored by P&G
Participants: Viacom Plus, Paramount, Entertainment Tonight, CBS, MediaVest, Procter & Gamble
Synopsis: Procter & Gamble wanted to explore new methods to communicate brand and product messaging and enhance consumer recall of traditional :30 spots. Viacom Plus partnered P&G and agency MediaVest with CBS and Entertainment Tonight to craft a new media model that incorporated program and commercial time to
create a holistic consumer experience. A core team of ET producers and executives from CBS, MediaVest Branded Content and Viacom Plus was established to create an environment that allowed for increased consumer engagement for multiple P&G brands. P&G funded production for an Entertainment Tonight primetime special on CBS, owning all commercial inventory in the program. The team designed the program and extended content pieces into the commercial pod. The :56 minute "experience" seamlessly integrated brands into programming. Following the "Everyday Transformation" theme of P&G's health and beauty line, Red Carpet Confidential was created
to take a behind-the-scenes look at how stars transform themselves for red carpet events, sharing tips consumers can use and integrating P&G products. Additionally, three segments transformed "everyday" women, with each segment followed by a traditional :30 commercial, the only traditional spots aired during the program.
Winners: Linda Rene: CBS; Terry Wood: Paramount; Brent Poer: MediaVest
Words & Pictures
Chase Card Services VOD Campaign
Participants: Words & Pictures, Chase Card Services, Carat Digital, Comcast Spotlight
Synopsis: In December 2005, more than 600,000 Chase credit card holders in Philadelphia were mailed a new credit card equipped with Blink technology, a radio frequency chip that allows the holder to simply wave the card to complete purchases. The objective was to generate awareness and interest among cardholders while creating a positive perception of the new Chase card with Blink. In addition, the communication had to answer the
litany of questions the new technology would raise. It was agreed the typical consumer campaign would not suffice. The client was interested in video-on-demand but media advisors cautioned there was no viable metric for evaluating the audience, costs or ROI. Comcast Spotlight was invited to develop a program to support the launch and Words and Pictures was asked to provide a creative solution. With little time and a fractional budget, Words and Pictures developed two 2-minute branded films, a :30 branded navigational
unit to direct audiences to the VOD content, a movie trailer promotion to encourage viewers to the coming attractions channel to view Chase's content, and a micro site featuring a contest and survey.
Winners: Manning Field, Clarisa Apostol: Chase Card Services; Kristi Faulkner, Sandy Sabean: Words & Pictures; Mitch Oscar: Carat.
CNET Networks
CNET "How-To" Clinic with Best Buy
Participants: CNET, Best Buy, Avenue A/Razorfish
Synopsis: The CNET "How-To" Clinic is a series of free, related online courses aimed to educate consumers on specific subjects, changing each quarter. CNET introduced the Digital
Photo & Video How-To Clinic, leveraging the editorial expertise of CNET in an alliance with Best Buy to provide consumers with the ability to learn about, purchase and use technologically advanced digital photography products. CNET.com created a single hub where users come for their digital photography needs, and includes four courses in the 4th quarter, focused on holiday photography; video tutorials; ads throughout CNET.com promoting
the clinic; content and navigation integration; editorial promotion. Best Buy also offered the resource on their site.
Winners: John Chin: CNET; Laurie Blum: Best Buy; Alison Lohse: Avenue A/Razorfish