Condé Nast, Disney ABC Unlimited, ESPN, Fox Sports, FX, Plum TV and Turner Broadcasting win Bronze Media Company Awards
Today, Jack Myers Media Business Report presents the Bronze Winners for the 4th Annual Myers Media Innovation and Creativity Media Company Awards. Next week we will present the Silver, Gold, Grand and Thomas F. Leahy Awards.
Myers Media Innovation and Creativity Awards: Media Company Bronze Winners
Company: Condé Nast Publications Entry Title: WIRED How To Other Companies
Involved: Geek Squad (Best Buy) Individuals Who Deserve Recognition: WIRED Media; Geek Squad
Company: Condé Nast Publications Entry Title: WIRED NextFest Other Companies Involved: GE, Atari, Autodesk, Blackberry Pearl, Citibank, Datapipe, Discovery Channel, General Motors, Hilton Garden Inn, Intel, NASA, The Science Channel
Company: Disney ABC Unlimited
fEntry Title: John Frieda Luminous Color Glaze Other Companies
Involved: Initiative Media, The Media Kitchen, ABC Primetime, ABC Daytime, ABC.com, US Weekly, E! Network, Style Network, SOAPnet Individuals Who Deserve Recognition: Andrew Messina, ABC Television Network; Grey Seamans, Disney ABC Unlimited; Jerry Daniello, ABC Integrated Marketing, Amy Schneider, ABC Integrated Marketing; Jeff Meza, ABC Integrated Marketing, Marlo Sidney, Initiative Media
Company: Disney ABC Unlimited Entry Title:L'Oreal Beauty and Ovarian Cancer Research Fund Other Companies
Involved: L'Oreal Paris, Disney ABC Unlimited: ABC TV, AETN, Lifetime, and Universal McCann Individuals Who Deserve Recognition: Grey Seamans, Disney ABC Unlimited; Shari Linker, Disney ABC Unlimited; Monica Bravo, Universal McCann; Mike Alvarez, Lifetime Partnerships; Jonathan Sandak, Lifetime Partnerships; Jamie Cutburth, A&E Television Networks; Carol Hamilton, L'Oreal Paris; Jamie Piro, ABC Television Network
Company: ESPN Entry Title: ESPN College Pick'em Other Companies Involved: Dr. Pepper/Seven Up, Inc. Individuals Who Deserve Recognition:Liz Poerner, Nichole Kelly, Cory Mummery
Company: Fox Sports Network Entry Title: Full Throttle & FCS Partnership Other Companies
Involved: Vince Thompson, Creative Presence Partners/Agency; Doug Tower, Urban Legends; Keith Stoler, Sporting News/Marketing Director; Individuals Who Deserve Recognition: Bob Swift, Martin Oakes, John Entz; Adam Holzer
Company: FX Network Entry Title: FX and Diageo Brands Partnership Other Companies
Involved: Mediacom and Diageo Brands Individuals Who Deserve Recognition: Mike Denby, Barry Schwartz, Amanda Carmel
Company: Plum TV Entry Title: Plum/Volkswagen Partnership Other Companies
Involved: Volkswagen Individuals Who Deserve Recognition: Tom Scott, Chris Glowacki, Carla Sinatra
Company: Turner Broadcasting System, Inc. Entry Title: CNN Inspire Summit Other Companies Involved: L'Oreal Paris Individuals Who Deserve Recognition: CNN: Greg D'Alba, Evan Messinger, Joy DiBenedetto, Kerry Veale, Pam Sellers, Kristina Martin, Will Gray, Dave Nuckolls, Charissa O'Neal, Katrina Cukaj, Paula Jobson, Zain Verjee, Paula Zahn, Maria Ebrahimji, Kim Bui; L'Oreal: Carol Hamilton, Kristen Comings, Kristin Metzger, Lisa Capparelli; Universal McCann: Donna Wolfe, Annette Cerbone, Monica Bravo
Myers Media Innovation and Creativity Awards: Media Company Bronze Winners - Individual Submissions
Company: Condé Nast Publications Title: WIRED How-To Other companies engaged in relationship: Geek Squad (Best Buy)
Description of goals and strategies of program:
Create an integrated program that would build awareness for Geek Squad's tech service and align them with
WIRED's expertise in technical, practical know-how.
Deliver on the first truly integrated print, web, mobile, and event program since Condé Nast's recent purchase of WIRED Digital.
Drive significant incremental revenue in book and online
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:
WIRED editorial was interested in creating a new feature called How-To, which we recognized would be a relevant environment for Geek Squad's practical service message. As a result, we were
able to fund the creation of this special (but entirely editorially independent) piece through a large, single-advertiser sponsorship
WIRED's in house design agency, WIREDworks, provided consultation to Geek Squad in creating 16 totally unique ads to roadblock the edit feature.
WIRED recreated and extended the How-To piece online around an editorial Podcast series which allowed Geek Squad the opportunity to run a custom banner and audio message ad campaign.
WIRED brought the How-To and Geek Squad message to life through an installation at WIRED NextFest in NYC (attended by almost 50,000 consumers!)
WIRED was able to cross-promote
the various elements of the program through in-book promotional ads, targeted email blasts and our newly developed short-code mobile program - giving Geek Squad a truly 360 degree program.
Sanjaya's Gone from American Idol. Who Should be the Next to Go Home?
Company: Condé Nast Publications Title: WIRED Magazine NextFest Other companies engaged in relationship: GE, Atari, Autodesk, Blackberry Pearl, Citibank, Datapipe, Discovery Channel, General Motors, Hilton Garden Inn, Intel, NASA, The Science Channel Description of goals and strategies of program:
In May 2004, WIRED presented its vision of a new World's Fair with the inaugural WIRED NextFest in San Francisco. Now,
annually in a new city, WIRED NextFest presents the future with over 150 of the world's most innovative exhibits from companies, R&D labs, government agencies, start-ups and individual inventors. In 2006, WIRED NextFest came to New York City's Javits Center with huge success.
The goals of WIRED NextFest are to:
Bring the magazine to life for our readers
Expand WIRED's exposure to a broader consumer audience
Create a platform for our advertisers to articulate their innovation strategy
Drive subscriptions
Drive paging in magazine
Our strategies are to partner with the most innovative companies as sponsors to showcase their future products, while selecting projects solely for their merit and interactive engagement to create a one-of-a-kind experience.
An integrated multi-channel media campaign featuring the most iconic and appealing image from the event takes over
the city for the two weeks prior to the event. Stunts and exhibits take WIRED NextFest to the streets to build buzz and drive interest.
In addition, we do extensive community outreach in every city, connecting with our readers, key players in local and
state-wide government, the public school system, cultural institutions and higher education departments in the area who work with related themes, to drive attendance.
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:
WIRED NextFest is a four-day festival, with the first day a free Education Day for local school children and the remaining three days open to the public.
Attendees are invited to interact with bold and inspiring technologies that include robots, private space planes, fuel-cell concept cars, hypersonic sound beams, invisibility coats and much more, in a
series of pavilions built around nine (9) core themes: the future of communication, design, entertainment, exploration, green, health, security and transportation.
The idea was the brainchild of both the Publisher and Editor-in-Chief, who had a vision of the most exciting inventions
in WIRED coming to life. It has grown from 25,000 attendees in San Francisco, to 35,000 in Chicago to 47,000 in New York City.
WIRED NextFest is innovative in that it takes the World's Fair model and updates it for today. It presents highly interactive and engaging exhibits largely not seen outside of labs and garages, from
all over the world that capture the imagination of people of all ages - inspiring them to be excited about science and technology, as well as WIRED Magazine.
The scale is tremendous, taking up 150,000 square feet of the largest convention centers in the country and receiving over 845,000,000 impressions (including media and promotion). The focus on the
future is a tremendous platform for innovation messaging that has served sponsors like GE and GM incredibly well. The marketing and media is fully integrated featuring:
In-book program
1-hour Television Special aired on the Discovery Channel and Science Channel
Web Site - nextfest.net
Promotional media including: print, online, radio, outdoor, and traveling promotion (postcards, coffee cup holders, bumper stickers)
Company: Disney ABC Unlimited Title: John Frieda Luminous Color Glaze
Company: Disney ABC Unlimited Title: John Frieda Luminous Color Glaze Other companies engaged in relationship: Initiative Media, The Media Kitchen, ABC Primetime, ABC Daytime, ABC.com, US Weekly, E! Network, Style Network, SOAPnet
Description of goals and strategies of program:
Develop a multi-platform
fully integrated promotion utilizing targeted Disney media properties to help bring the Luminous Color Glaze brand to mass market while creating "buzz" and educating the consumer on product usage & benefits.
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:
The initiative utilized promotional elements all interconnected to associate John Frieda products with high-profile celebrities and programming, across glamour/beauty themed platforms. It reached consumers from many touch points creating awareness while
educating consumers on product usage and benefits with the offering of direct involvement (contest).
This high impact messaging ran during four weeks of April 2006 with an additional push in June.
John Frieda's message directly tied into the high profile Daytime Emmy's and was seamlessly reinforced across ABC Daytime's The View, ABC Primetime telecast of the Daytime Emmy's,
ABC.com, Us Weekly, E! & Style and SOAPnet.
John Frieda Luminous Color Glaze was the category exclusive sponsor of ABC's Primetime telecast of "The 33rd Annual Daytime Emmy Awards." A first ever telecast element was created and John Frieda was integrated within the "Emmy's" with "The Luminous Color Glaze Fan Zone". Here fans could watch, interact and meet
the night's Emmy winners from an arena set-up a short distance from the Kodak Theater.
The campaign starts with the "Watch the Ladies Lose" contest sponsored by Luminous Color Glaze.
Executed on ABC.com and promoted through irreverent interstitials airing on the ABC Daytime talk show, The View. These promo spots feature executive producer,
Bill Geddie, teasing some of the talent about losing the "Best Host Award" year-after-year while reminding them of his own Emmy award.
Us Weekly Magazine - provided call-to-action for the contest - mid-April issue
The contest winners received a free trip to NYC for a John Frieda hair makeover (stylist Sally Hershberger) and a "red carpet" shopping spree. They also appeared on The View completely
made over from head-to-toe during a special segment. After the show, they immediately left for Los Angeles to attend "The 33rd Annual Daytime Emmy Awards."
John Frieda Luminous Color Glaze is the category exclusive sponsor of ABC's Primetime telecast of "The 33rd Annual Daytime Emmy Awards."
Integration - "The
Luminous Color Glaze Fan Zone" is a new telecast element that allows fans to watch, interact and meet the night's Emmy winners from an arena set-up a short distance from the Kodak Theater.
Natalia Livingston (ABC's General Hospital/Emily Bowen-Quatermaine) - gets ready for the "Daytime Emmy Red Carpet"
E! Network produced an "E! News" special segment of Natalia getting prepped at the John Frieda Salon (Los Angeles/Sally Hershberger-stylist) the day of the Daytime Emmy Awards. The
segment aired just prior to ABC's live telecast.
At the same Natalia/John Frieda prep session, Us Weekly Magazine did a behind the scenes photos shoot for a post-Emmy special Luminous Color Glaze advertorial.
Luminous Color Glaze - June, 2006 Media Push
SOAPnet's daily lifestyle show "Soap Talk" aired a customized hair/beauty segment featuring
Luminous Color Glaze (demonstration by stylist Sally Hershberger).
Style Network integrated Luminous Color Glaze into the "Style Guide to Summer" special airing during the Memorial Day weekend.
The "Modern Girls Guide to Life" (Style Network series) hosted by trend expert Jane Buckingham, integrated
Luminous Color Glaze into a "hottest hair styles of the season" segment.
Company: Disney ABC Unlimited Title: L'Oreal Beauty and Ovarian Cancer Research Fund
Company: Disney ABC Unlimited Title: L'Oreal Beauty and Ovarian Cancer Research Fund Category:Media Company Other companies engaged in relationship: L'Oreal Paris, Disney ABC Unlimited: ABC TV, AETN, Lifetime, and Universal McCann
Description of goals and strategies of program: Goal: To showcase L'Oreal Paris as the best performing beauty brand that understands and cares for women. Strategy: To create
buzz and align brand with high profile beauty/fashion focused opportunities. Develop tie-in to philanthropic cause with OCRF
(Ovarian Cancer Research Fund).
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:
Objectives of the program:
Help raise awareness and funds for OCRF
Showcase L'Oreal Paris spokespeople in environments that address viewers
appetite for: beauty, fashion, glamour, aspiration and self-improvement.
Strategy:
Three Key Partners: ABC Television Network, Lifetime and A&E
ABC and Touchstone Television's mega-hit hospital drama Grey's Anatomy and top beauty
brand L'Oreal Paris put their hearts together to help raise awareness and funds for the Ovarian Cancer Research Fund (OCRF). On the November 13, 2006 episode of Grey's Anatomy (10:00 PM ET/PT), a character dealt with the serious challenge of battling ovarian cancer. During this episode, an informational message given by Katherine Heigl ("Izzy") on Grey's Anatomy aired at the end of the episode
Lifetime created two :45 co-branded Skin Care Solution Vignettes
Vignettes provided helpful tips for women to combat the effects of aging
Vignettes featured L'Oreal's consulting dermatologist Dr. Lydia Evans
Vignettes were shot in a conversational environment (casual atmosphere)
Featured brands were:
Age Perfect
Wrinkle Decrease
Lifetime also provided forty :30 PSA for OCRF
A&E's special Class of '07 highlighted the emerging talents to watch…stars on the verge. The Class of '07 featured interviews, insights and first looks at
those destined for fame and features stars from movies, television. fashion, sports, music, etc.
A&E created a special L'Oreal sponsored "Face To Watch" :60-second segment that aired contiguously within the Class of '07 special.
This :60-second segment profiled an "Up & Coming" star. Segment was comprised of a mixture of
talent interviews and clips from current and upcoming projects.
Company: ESPN Title: ESPN College Pick'em
Company: ESPN Title: ESPN College Pick'em Category:Media Company Other companies engaged in relationship: Dr Pepper/Seven Up, Inc.
Description of goals and strategies of program:
ESPN College Pick'em is an online college football fantasy game, where fans make weekly picks on who they think will win the ten featured match-ups of the week, throughout the college football
season. Fans get points for each correct pick, and try to beat ESPN Radio Host, Mike Golic, by scoring more points than him. The fans who beat Mike Golic for a particular week are entered in a random
drawing to win a trip to the ACC or Big12 Championship game, for a chance to compete in Dr Pepper's Championship Pass, where they throw a football through an oversized Dr Pepper can for a chance to win up to $1M.
Promotion Objective(s)/Strategies:
Leverage Dr Pepper's National promotion (Championship Challenge) and extend their college football presence throughout the season
Create excitement and consideration for the Dr Pepper brand among college football fans.
Grow the ESPN College Pick'em participation/entries
ESPN and Dr Pepper achieved our objectives by creating a fully integrated multi media marketing program that reached college football fans at multiple touch points. The program kicked off in late
August with online media to drive awareness and registration for Pick'em and off-channel support through retail POS and on-pack branding. Once the season started, additional media began. Dr Pepper received a custom feature on ESPN networks where ESPN analysts would make their pick for Saturday match ups and then drive fans online to College Pick'em. ESPN and Dr Pepper also developed a co-branded spot that ran on ABC and ESPN networks that included Dr Pepper spokesperson Mike Golic and drove fans online to play Pick'em. There was also print support in ESPN The Magazine. The inclusion of Mike Golic in this program truly made it unique as fans where able to interact with Mike
online through a weekly blog and audio clip with his predictions for Saturday match ups. Mike was also utilized for customer meetings with key Dr Pepper bottlers which allowed the bottlers to really get behind the program at retail. The robust prizing also made this a unique experience for the fan as we gave away 36 trips to the ACC and Big 12 Conference Championship and provided a once in a lifetime experience for each participant.
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:
This marketing program competes in the sports marketing category. Dr Pepper is currently the title sponsor of the ACC, Big 12, and SEC Conference Championship games. Historically, Dr Pepper has run an on-pack promotion where fans are entered for a chance to win a trip to each bowl game and compete at halftime to throw a football thru an oversized Dr Pepper
can for a chance to win $1M. This has been a successful program, but in 2006 Dr Pepper wanted to extend their college football presence throughout the entire season to engage fans with their brand and increase loyalty and consideration among college football fans.
This year's College Pick'em received a total of 280,983 total entries, which is more than double the total entries that College Pick'em received last year when Dr Pepper wasn't the sponsor. We sent a total of 36 weekly winners (3/week), to the ACC or Big12 Championship games, for a
chance to compete in the Championship Pass Event. We also sent the fan who accumulated the most points during the promotion to compete, while getting a behind-the-scenes ESPN production tour.
Choose Your Favorite Sanjaya 'Do from American Idol
Company: Fox Sports Network Title: Full Throttle & FCS Partnership
Company: Fox Sports Network Title: Full Throttle & FCS Partnership Other companies engaged in relationship: Creative Presence Partners, Urban Legends, Sporting News
Description of goals and strategies of program:
Full Throttle FCS's Goal(s):
To launch Full Throttle Nationwide in a crowded marketplace
To drive brand awareness through a multi platform media promotion and gain consumer acceptance
To generate sales
Full Throttle FCS's Strategy:
Utilize our show The Best Damn Sports Show Period! to launch the Full Throttle brand to the same target consumer audience (one that affirms masculinity, blue collar males) by strategically creating a multi-platform promotion that included: on-air, online, print, radio, product
placement, retail marketing and a sweepstakes.
Align the Full Throttle brand with the Best Damn Sports Show Period!, a show that endorses the man and his feeling of being in a club that is bigger, badder and stronger than the rest and utilizing the shows talent to deliver customized messages to further resonate the Full Throttle's brand with FSN viewers.
Utilize a masculine theme ie "Initiations" to build additional brand awareness and drive sweepstakes entries.
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:
Why worthy of recognition?
FOX Cable Sports partnered with the brands promotional and creative agency to deliver this huge new Nationwide launch for the Full Throttle brand.
Utilizing this, our show
featured "manly initiations" twice a week driving constant brand awareness. The shows hosts and guest performed these initiations live on set.
Full Throttle "Are You Man Enough" Sweepstakes produced for this partnership gave viewers the chance to get
involved and kept them engaged.
Successfully created a multi platform sponsorship through several different outlets such as on air, online, placement in Sporting News Magazine, radio, 12-page editorial football guide and Full Throttle retail partnerships.
Why is it innovative?
The show's producers created an on-air "initiation" feature incorporating various physical activities that affirmed
masculinity by way of "initiating" the hosts and guests.
The show had a customized set utilizing the same look and feel of the Full Throttle brand along with initiations that were tied into the brands "are you man enough" theme.
Co-branded Best Damn Guide to Football ghost written by Foxsports.com writers distributed in 3 million Full Throttle
retail stores nationwide during the month of January and also inserted into the Sporting News Super Bowl Preview Guide (750K distribution).
Four-week on-air and online sweepstakes driving consumers to grab a can of Full Throttle and go to fullthrottleenergy.com for the chance to win a trip to the set of The Best Damn Sports Show Period! where
winner will be initiated by the cast.
Product sampling in studio with audience, twice per week to further give awareness to the Full Throttle brand
How was it developed?
The initial thought came from Full Throttle's promotional agency and was brought to FOX, which then led to
multiple discussions with the brands promotional and creative agency, FOX Cable Sports Integrated Sales & Marketing and our shows production staff.
How was it presented?
Full Throttle and the Show's partnership extended beyond on air and reached consumers by utilizing the following:
broadcast, print, radio, retail, interactive advertising and website integration as well as a sweepstakes, all reinforcing Full Throttle's launch initiative.
On Air:
Built a customized Full Throttle set with brand signage and product featured on the set.
Incorporated various physical competitions into the show that "initiated" our hosts and guests. Names got added onto the Full Throttle "Wall of Flame", a plaque designed in the brands color
scheme promoting who has been initiated into the group and the bragging rights that come with it.
Two weekly sponsored features, one included previews of upcoming weekend games and physical challenges and the second recapped highlights of the previous weekend's NFL games and challenges.
Product sampling in studio with audience and on set (approx 75 per day)
Support of Full Throttle "Are You Man Enough" Sweepstakes via live, on-air mentions by shows talent.
Sweepstakes:
100 promo spots created by
FCN Integrated Sales & Marketing that ran on the network driving awareness to the sweepstakes.
Sports ticker during show referenced Full Throttle sweepstakes every day from 1/2/06 - 2/5/06.
Provided winner of the sweepstakes access to hang out with the show cast, get a backstage tour and overall
receive the "red carpet" treatment
One page advertorial in Sporting News magazine in Super Bowl preview issue driving readers to participate in sweepstakes
On-Line
Designed a Full Throttle custom mini-site called "The Iniator" that featured a video player posted with on air "initiations" from
the Show, a daily poll of "manly questions", placement of "The Best Damn Guide to Football", announced promotion
driving viewers to log onto fullthrottleenergy.com or go to retail partners to participate.
Advertising linked back to fullthrottleenergy.com site
Sponsorship of video player on BDSSP Homepage, which included running Full Throttle branded TV advertising.
Banners promoting the Full Throttle sweepstakes on the NFL coverage page on foxsports.com and promotional advertising placements throughout FSN site
Radio:
100 promo spots on Sporting News in the top 25 markets driving consumers to enter sweepstakes online at
fullthrottleenergy.com
Spots were concentrated in drive time & mid-day periods
Magazine Media:
One page advertorial created in Sporting News magazine for Super Bowl preview issue with a 750,000 distribution.
12 page co-branded Best Damn
Guide to Football produced by Sporting News and ghost written by Foxsports.com was also inserted into Sporting News Magazine Super Bowl preview issue.
Retail Marketing:
12 page co-branded Best Damn Guide to Football produced by Sporting News and ghost written by Foxsports.com writers was also distributed in 3 million Full Throttle retail stores nationwide
during the month of January.
Branded static clings, pole signs, shelf talkers, counter cards and banners were created for retail distributors. This point belongs under retail marketing.
Premiums:
Branded t-shirts, caps, vests, mini-fridges and other items were deemed as premiums, consumer prizes or used as dealer loaders for key Full Throttle customers.
How was it approved?
Multiple steps with multiple parties such as Fox Cable Sports Integrated Sales & Marketing, Coca-Cola, brand ad
agency-Creative Presence Partners, brand creative agency - Mother, legal, production all worked very closely during this process.
Obstacles: During development/approval/implementation process
Reaching a happy medium to
achieve both parties' goals and the dynamic between the brand creative agency that wanted to launch their product to get sales and the BDSSP show producers whose goal is to produce compelling television.
Keeping everybody on target through timelines and constant communication.
Program Evaluation :
The creative fit envisioned became a reality that led to a successful launch and secured future business with Creative
Presence Partners, Inc and Full Throttle.
Company: FX Network Title: FX and Diageo Brands Partnership
Company: FX Network Title: FX and Diageo Brands Partnership Category:Media Company Other companies engaged in relationship: Mediacom and Diageo Brands
Description of goals and strategies of program: Diageo/Bailey's FX Goal(s)
To increase awareness of the
Bailey's brand through a high profile media event that will enhance the viewer experience.
To create a stronger relationship between the Bailey's brand and its consumer.
To increase liquor sales
Diageo/Bailey's and FX Strategy
To strategically create a multi-platform partnership in the highly anticipated finale episode of Nip/Tuck that
included: on-air, online, product placement, press, and on-site elements.
To engage Nip/Tuck talent to deliver customized messages to further resonate the Bailey's brand with Nip/Tuck viewers.
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: Why worthy of recognition?
FX and Bailey's created a party backdrop for the Nip/Tuck finale viewing experience that provided continuity throughout the evening.
The bonus Nip/Tuck content
produced for this branded entertainment partnership gave viewers desired behind-the-scenes footage and kept them engaged.
Electronic outlets that covered the Nip/Tuck event:
Entertainment Tonight, Access Hollywood, Extra, E!, CNN, KABC-TV, and Fox Movie Channel
Why is it innovative?
FX shot footage from the premiere party that normally would not have aired, and built a Nip/Tuck Finale
Party package with multi-platform components.
Footage was edited to create the illusion of a finale party going on throughout the finale episode broadcast.
FX created a "real-time" Nip/Tuck Event Night that included talent interviews and party interstitials to give viewers the ultimate finale party experience.
How was it developed?
Exploring preliminary opportunities for Bailey's promotion within finale (360- degree overview)
Coordinating talent availability/talent fees
Identifying talent
Bailey's included in all press releases pertaining to finale
Development of first-time-ever executed sponsored finale countdown clock
How was it presented? Branded Entertainment Elements
Pre-Finale
Bailey's logo included: finale press releases, save-the-date email, formal party invitation
Premiere Screening at the Paramount Lot in Los Angeles
Co-branded Bailey's Nip/Tuck gift bags distributed
Bailey's logo on step-and-repeat
Premiere Party at the Tropicana
Bar (The Hollywood Roosevelt Hotel)
Bailey's logo on step-and-repeat + additional party signage
Official party beverage - Bailey's Chocolatini
Bailey's branded cocktail napkins
Bailey's branded stand-alone drink menu placement
Nip/Tuck on-site party loop - tagged by Bailey's
Projected on (5) video screens
On-Air
Nip/Tuck Finale Countdown Clock
Talent hosted Finale Night opening/closing w/ "thank-you" Bailey's message
Custom Party Interstitials (2 creatives)
On-Line
Nip/Tuck Microsite, sponsored by Bailey's
Exclusive premiere party
content (not shown on-air)
Nip/Tuck Video Lounge (w/finale party footage)
Inside Nip/Tuck content (behind-the-scenes)
Bailey's hyperlink
How was it approved?
Finale tone- issues with Bailey's client?
How was it implemented?
Obstacles: During development/approval/implementation process
Reaching an agreement with
talent to produce custom on-air "thank-you" messages
Managing production of party interstitials as to not shoot pool footage during the party because Bailey's considers consumption of alcoholic beverages irresponsible.
Company: Plum TV Title: Plum/Volkswagen Partnership
Company: Plum TV Title: Plum/Volkswagen Partnership Other companies engaged in relationship: Volkswagen
Description of goals and strategies of program:
Plum TV broadcasts in the dynamic communities of the Hamptons, Nantucket, Aspen, Martha's Vineyard, Vail, and Telluride (with Miami Beach and Sun Valley launching in Summer '07). With the advantage of
being in places beloved by America's leaders in business, media, politics and art, Plum and Volkswagen partnered in 2006 to get the automotive brand in front of this group of influencers. Plum presented VW in a variety of ways, making it hard to miss the VW brand for anyone traveling
through the high impact Plum communities. This was done through innovative integrated programming, unique product placement, and the Plum concept of "surround sound."
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:
Plum takes a fresh approach to media. Plum produces custom branded content and marketing programs for sponsors; these executions connect the brands to these beloved communities by making
the brands "local." Plum customizes the sponsor's messaging to place, mindset, or lifestyle, making more powerful, emotional connections to our viewers. Plum provides a "turn-key" approach, developing and executing the production and implementation of a brand's particular campaign. In 2006, Plum expanded VW's ethos and "Drivers Wanted" campaign, making it relevant and local to the people and places Plum broadcasts.
Plum produced market specific vignettes highlighting interesting individuals who have carved their own path. These vignettes were not commercials, but profiles of people who exemplified the ethos of VW and the "Drivers Wanted" campaign. From artists to ranchers to musicians,
three vignettes were created in each local market with VW Touaregs featured throughout the vignettes. Plum presented and facilitated approval with VW's agency and with VW directly. Plum developed the concept, selected the individuals featured, shot and edited the pieces. In this era of fast-forwarding through traditional media, anyone with an emotional connection to any of the Plum markets were drawn in to the vignettes because of the interesting stories about locals and how the place influenced them in their craft. The
subject would drive a VW Touareg and the spot was book ended with exterior and interior shots of the vehicle. The vignettes debuted during Plum's signature morning program with LIVE host tosses, furthering the notion of the vignettes as content. Commercials subsequently played after the hosts "outro" of the segment. The vignettes played other times during regular run of station, always followed by a standard commercial for brand reinforcement.
Additionally, VW became the official car of the Plum network. With VW's status as the official vehicle of Plum, vehicles were integrated into additional programming segments such as a fishing
journey in Nantucket, a trip to the local farm stand in the Hamptons, and a segment on navigating the Vail traffic circles. Custom Plum branded VWs also served as transportation for Plum's VIP guests.
In the winter ski markets of Aspen and Vail, the driving force for people to pick up the remote and turn on the TV is to get the weather and snow conditions. Plum is unique because it is the only media outlet that can give such precise weather and continue to adapt its forecasts
throughout the day. VW became the official sponsor of the weather in these two ski towns. Because of the extreme relevance of Plum TV, its highly localized content, people in the Plum markets tend to watch Plum because it caters directly to them. By included weather in VW's overall sponsorship package, their campaign became that much more comprehensive.
Besides the compelling on-air content, live mentions, and product placement, Plum facilitated an on-the-ground interaction between VW and the Plum markets. An example of this "surround sound" approach, Plum facilitated a comprehensive sponsorship package for the
Hamptons International Film Festival. Where a traditional buy at a festival means vehicles outside various venues and select signage, Plum utilized its local knowledge, contacts, and teams to elevate the VW sponsorship. Plum created over 2,000 Plum/VW branded lanyards that every participant of the festival wore, produced a festival-specific VW spot that played prior to every screening and arranged for VW, as sponsor of the Audience Choice Awards to have its logo on each ballot. All of these elements were created and executed by the Plum team. Additionally, Plum utilized its broadcasting channel to showcase the new VW Rabbit's in-vehicle instrument sound system, filming a local musician
jamming away on the guitar in front of an East Hampton eatery. This event also illustrated taking a national campaign (Vdubs Rock) and localizing it by both putting on the event and broadcasting portions of the musician's performance on Plum. Furthermore, Plum TV tune in marketing materials were all co-branded with the VW brand.
Company: Turner Broadcasting System, Inc. Title: CNN Inspire Summit
Company: Turner Broadcasting System, Inc. Title: CNN Inspire Summit Other companies engaged in relationship: L'Oreal Paris
Description of goals and strategies of program:
The CNN Inspire summit, which was sponsored by L'Oreal Paris, was conceived by CNN Ad Sales to address relevant
and pressing issues in an open forum. The event, the first of its kind for CNN, launched the CNN Ad Sales event business initiative. It was also developed to take advantage of CNN's vast resources as a fully integrated media company by bringing in CNN anchors, booking agents, producers, camera operators, and a host of production personnel to create a truly memorable evening.
As a result, the CNN Inspire Summit united an incredibly diverse and distinguished group of women whose efforts in the areas of politics, the environment and humanitarianism have inspired
others to act and get involved. The panel included Jeanette Kagame, the first lady of Rwanda; Sarah Chayes, author and Afghanistan activist; Eve Ensler, renowned playwright and activist; Zainab Salbi, global humanitarian; Susan Dell, businesswoman and philanthropist; Ayaan Hirsi Ali, politician and filmmaker; Kay Warren, noted Christian activist for AIDs prevention; and Adele Hodges, U.S. Marine Corps. Col.
The CNN Inspire Summit was also moderated by two of CNN's foremost newswomen: International Correspondent Zain
Verjee and Anchor Paula Zahn.
The event also featured the Grammy®-winning musical group - "Sweet Honey in the Rock," whose stirring vocals
range from spirituals and hymns to songs of outright protest.
The event not only recognized and championed these women's achievements, but also touched on serious topics
including religious and government sanctioned violence against women; the women's movement taking shape in the Middle East; the AIDS pandemic, and the role of women in sustaining national security.
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:
This new and unique foray into event planning by the CNN Ad Sales division sets the news sales team apart from its
competitors. The CNN Ad Sales team is always looking to extend their sales portfolio through innovative and unprecedented opportunities that extend the CNN brand, and the CNN Inspire Summit - which has spurred interest in similar events for 2007 - is a great example of the multi-faceted, strategic integration initiatives so well executed by the company. It successfully expands the sales group's strategic integration portfolio into yet
another platform. The sales portfolio also includes on-air, on-line and a host of digital offerings including broadband video, podcasting, iTV and more.
The CNN events business has become a powerful extension of the CNN vertical selling strategy by bringing CNN's
capabilities as a fully integrated media company to advertisers through unique, targeted sponsorship opportunities.
In the case of the CNN Inspire Summit the presenting sponsor, L'Oreal Paris, was also given a forum to recognize
their 2006 Women of Worth. A grassroots awards campaign which recognizes the accomplishments of women who are working to change their communities on the local level.
The event was hosted live at Time Warner Center in New York before a prominent audience of press, guests and CNN and L'Oreal executives, and excerpts of the evening were also streamed on CNN.com which receives over 1.5 billion page views per month. Profiles of some
of the panelists were also produced independently of the evening for air on CNN networks. Email blasts announcing the event were sent to press, participants, potential audience members and others.
The design and execution of all materials surrounding the event including invitations, email blast, programs, logos and
other art work were also created in house by the CNN Ad Sales Strategic Integration Group (SIG).
