OMD, Mindshare, Initiative, PHD, Starcom are Multiple Finalists
Today, Jack Myers Media Business Report presents the finalists for the Myers Media Innovation and Creativity Agency Awards. Throughout this week, we will share details on several finalists' award winning entries, including the Leo Burnett Detroit entry detailed below for its Pontiac Second Life campaign. Next Monday, Agency Grand, Gold, Silver and Bronze winners will be announced followed later next week by finalists for Myers Media Innovation and Creativity Media Company Awards
Myers Media Innovation and Creativity Awards: Agency Finalists
Company: Campbell Ewald Entry Title: U.S. Navy VOD Channel Other Companies Involved: Cablevision
Company: Carat Entry Title: Phillips Electronics Sense & Sensibility Other Companies Involved: Carat USA, Carat Fusion, Carat Brand Experience, DDB
Company: GM Planworks Entry Title: Showroom Video on Demand
Company: Hill Holiday Entry Title: CVS Pharmacy Other Companies Involved: CVS/pharmacy; ABC; Renegade 86; DreamWorks
Company: Initiative Media Entry Title: Saw III DVD Launch Other Companies Involved: Lionsgate, MobiTV, Comedy Time
Company: Initiative Media Entry Title: Weeds Season Launch Other Companies Involved: Showtime/Rolling Stone
Company: Leo Burnett Detroit Entry Title: Pontiac Second Life Other Companies Involved: Client: Pontiac; Agency Partner: Campfire; Production: Millions of Us
Company: Mediavest Entry Title: Febreze Noticeables Other Companies Involved: Nick at Nite
Company: Mediavest Entry Title: Call of Duty III on Spike TV Other Companies Involved: Activision, Spike TV, Gamespot.com, Elite Leadership, Best Buy
Company: Mindshare Entry Title: Unilever Axe Other Companies Involved: BBH, Edelman and GMR
Company: Mindshare Entry Title: Ameriprise Other Companies Involved: Saatchi, Velocity and RF Binder
Company: Mindshare Entry Title: Altoids "Curious Strong and Original" Other Companies Involved: Leo Burnett, WDDG and W.M. Wrigley Brand and Legal Teams
Company: OMD Entry Title: Visa CSI 3-Dimensions of Murder Other Companies Involved: Ubisoft
Company: OMD Entry Title: AOL Campaign Other Companies Involved: AOL, Hill Holliday
Company: OMD Entry Title: GE's Picture a Healthy World Other Companies Involved: Effective UI, eModeration, Visual Goodness, Interference Inc., Stuart Weissman Productions, Jeremy Thorn Productions, World Health Organization
Company: OMD Entry Title: State Farm Other Companies Involved: State Farm, DDB, TribalDDB,
AOL, Point Roll, CBS, Viacom, CSTV, Inside Express
Company: OMD Entry Title: General Electric One Second Theater Other Companies Involved: BBDO, Blitz
Company: PHD Detroit Entry Title: Jeep Wrangler Other Companies Involved: BBDO, Organic, Animal Planet, Comedy Central, OMA
Company: PHD Detroit Entry Title: Chrysler Sebring "Sexiest Man Alive" Other Companies Involved: BBDO, Organic, People Magazine
Company: Starcom USA Entry Title: Playtex Other Companies Involved: Sara Lee Corporation
Company: Starcom USA Entry Title: Miller Brewing Other Companies Involved: Miller Brewing, Grey Worldwide, Upshot, AD2
Company: Universal McCann Entry Title: Microsoft Windows Mobile Other Companies Involved: MARCOM Media Planning
Myers Media Innovation and Creativity Award: AGENCY FINALIST:
Leo Burnett Detroit: PONTIAC Second Life
Company:Leo Burnett Detroit Title:Pontiac Second Life Category:Agency Other companies engaged in relationship: Client: Pontiac; Agency Partner: Campfire; Production: Millions of Us
Description of goals and strategies of program:
Pontiac was looking for a program that would continue to build the Pontiac brand and the Solstice GXP. They desired to create a presence in Second Life that would empower the car community. With a rich brand heritage as a culturally progressive brand, Pontiac was in a unique and credible position to deliver upon this promise.
In conjunction with the launch of the new 2007 Solstice GXP, Pontiac joined the Second Life community to establish a "car culture" with Pontiac as the hub.
Second Life is a 3-D, online virtual world created by Linden Labs that is entirely developed and owned by the 2 million users that inhabit it. It is a vibrant digital community growing at a rate of 20% per month. Pontiac's mission is simple: Work with the Second Life community to create a place for car lovers that doesn't currently exist in that world.
Description, including what aspects make it worthy of recognition, why it is innovative, how it was developed, presented, approved, and implemented, as well as obstacles confronted during the development, approval and implementation process:
Entering into a new partnership, particularly in a virtual world with a real economy and real social dynamics, calls for something extraordinary. Pontiac wanted to do something different than any other marketer in Second Life. Pontiac rose to the challenge by partnering with the Second Life community to create an automotive culture.
Pontiac introduced a campaign in which they created a 6-region land mass, called Motorati Island. The introduction to Motorati began with a twist-an offer of free "land," named land-a-palooza, for Second Lifers to create a vibrant car culture within the community. Staying true to the spirit of Second Life, which empowers members to build the community, Pontiac provided parcels of land around Motorati Island to Second Life entrepreneurs and artists who wish to create their own projects devoted to car culture. User applications for the land included a nightclub, a racetrack, a clothing store with car-inspired clothes, a 1950's styled drive-in and more.
At the center of the island Pontiac built a futuristic "dealership" selling customizable versions of the newly introduced Pontiac Solstice GXP. Proceeds for the sale of these virtual vehicles were donated to the Electronic Frontier Fund, a charity designed to protect consumer's digital rights. Pontiac continues to offer virtual test-drives of the Solstice GXP on a Driving Track that surrounds the dealership and a gallery to exhibit these user-modified Solstice GXPs and other community designed auto creations.
Following the public opening Pontiac staged weekly "buzz" events to generate in world interest and traffic to the island including a Jimmy Kimmel Live Jay-Z concert at the Second Life Pontiac Garage stage on Thanksgiving eve, the feature film premier of Altered at the grand opening of Motorati's drive in theater, and the first annual Pontiac Motor Olympics.
For users new to Second Life and to provide easy access to the community to reach the island, Pontiac also built a significant web presence at Motoratilife.com. This website provides a window into Pontiac's Second life effort. People can join the unique Second Life community via the Motoratilife website, which will then take them immediately to Motorati Island for a simple orientation of Second Life with tips that "newbies" should know for a better experience in the world.
