Condé Nast, Disney ABC Unlimited, Esquire, MTV Networks and Turner Broadcasting are Among the Silver Media Company Winners
Today, Jack Myers Media Business Report presents the Silver Winners for the 4th Annual Myers Media Innovation and Creativity Media Company Awards. Later this week we will present the Gold, Grand and Thomas F. Leahy Awards.
Myers Media Innovation and Creativity Awards: Media Company Silver Winners
Company: A&E Television Networks Entry Title: Big Lots 2006 Other Companies Involved: Big Lots, SBC Advertising, Initiative, 44 Blue Productions Individuals Who Deserve Recognition: AETN Team: Stephen Ree, Jamie Cutburth, Lisa Pue Chinery, Allison Bowers, Andy Berg, Rasha Drachkovich; Big Lots: Shelley Rubin, Amy Stocker; SBC Advertising: Ken Brown; Initiative Media: Jeanne Raftery
Company: AOL LLC Entry Title: AOL/Chevrolet Sessions and Backstage Pass Other Companies Involved: Chevrolet Motor Car Division, Campbell Ewald, GM Planworks Individuals Who Deserve Recognition: AOL: Bill Crandall, Traci Kranz, Nick Stoyanoff; Chevrolet: Kim Kosak, Julie Mynster; Campbell Ewald: Beth Oliver, Paulette Adams; GM Planworks: Guy Schueller
Company: Condé Nast Publications Entry Title: WIRED Store Other Companies Involved: Over 40 companies including key sponsors: American Express, Infiniti, Panasonic, Toughbooks, ViewSonic, Knob Creek, [yellow tail], Bud Select
Company: Disney ABC Unlimited Entry Title: Sears and Pooh - The World's Greatest Playdate Other Companies Involved: Disney ABC Unlimited, Mindshare, MEC Interaction, ABC Owned TV Stations, Radio Disney, Buena Vista Publishing (FamilyFun and Wondertime), Disney Online Individuals Who Deserve Recognition: Sears: Perianne Grignon, Christine L. Kubisztal, Samara Lee, Anna Harris; Mindshare: David Handelman; MEC Interaction: Carlyn Morris; Disney ABC Unlimited: Gwen Grech, Paul Kahn; ABC Owned TV Stations: Jan Sage, Nancy Stephens; Radio Disney: Lindsie Chait, Lison Zapach; Disney Online: Fred Silha: Buena Vista Publishing: Ellen Antoville
Company:Esquire Entry Title: Esquire Signature Space Project Other Companies Involved: Thirty-two advertisers, fourteen designers, and seven charity partners Individuals Who Deserve Recognition: Esquire: Kevin O'Malley, Stephen Jacoby; Capian Enterprises: Kate Moulene
Company: MTV Networks Entry Title: Meet or Delete Other Companies Involved: Hewlett Packard, ZenithOptimedia Worldwide, Goodby Silverstein and Partners Individuals Who Deserve Recognition: MTVN: Marc Weinhouse, Mark Jones, Tracy Valenzi, Ross Martin, Chris McCarthy, Melisa Quinoy, John Mafoustis, Chris Steward; HP: Satjiv Chahil, David Roman, Chris Sutter, Tracey Trachta; Zenith WW: Julie Rieger; Goodby Silverstein and Partners: Nancy Reyes
Company: Turner Broadcasting System, Inc. Entry Title: Change of Plans Other Companies Involved: ZenithOptimedia, Chase Individuals Who Deserve Recognition: Turner: Linda Yaccarino, Katherine Johnson, Patty Gillette; Zenith: Peggy Green, Cindy Gurmann; Chase: Manning Field: Turner Entertainment: Melissa Sofo
Company: Turner Broadcasting System, Inc. Entry Title: You Can Be On Robot Chicken! Playstation Promotional Partnership Other Companies Involved: Adult Swim, Sony PlayStation, OMD Individuals Who Deserve Recognition: Turner: Phyllis Ehrlich, John O'Hara; Playstation: Aime Duell; Adult Swim; Josh Feldman, Sabina Spigel, Matt Jarecki; Creators of Robot Chicken: Seth Green & Matt Senreich; OMD: Mike Rose, John Mattimore
Company: Turner Classic Movies Entry Title: TCM and Architectural Digest: Architecture in Film Other Companies Involved: Architectural Digest, American Leather, Philips Individuals Who Deserve Recognition: Randi MacColl and Tina Shanks, Architectural Digest; Tanya Coventry and Carrie Beers at Turner Classic Movies
Company:TV Guide Magazine Entry Title:TV Guide and Orville Redenbacher's Other Companies Involved: ConAgra - Orville Redenbacher's
Kroger Individuals Who Deserve Recognition:TV Guide Magazine
Kroger, ConAgra
Myers Media Innovation and Creativity Awards: Media Company Silver Winners - Individual Submissions Part 1
Company: Condé Nast Publications Title: WIRED Store
Company: Condé Nast Title: WIRED Store Other companies engaged in relationship: Over 40 companies including key sponsors: American Express, Infiniti,
Panasonic, Toughbooks, ViewSonic, Knob Creek, [yellow tail], Bud Select
Description of goals and strategies of program:
On November 17, 2006 WIRED
Magazine opened its second, seasonal retail environment in New York City's SoHo district with even greater success than year one.
The Store featured high-concept retail design and showcases a compilation of technology-forward products in a
range of categories, such as gaming, home, audio, apparel and more.
The goals of the program included
Brand Exposure around gadget coverage
Increase frequency of advertising in Q4
Bring more value to our advertiser by getting products directly into the hands of consumers and drive sales.
Our strategy was to curate a combination of editorial and advertiser products that represented the hottest gifts for the geek this holiday season, place those products in a temporary retail environment
in SoHo - a natural target and heavily trafficked area - so that people could get their hands on the product. Trained WIRED Store Ambassadors provided additional information and answered questions.
In addition, the products were featured online, extending the shoppers nationwide.
Unique and distinct programming, tied to advertisers drove traffic to the Store, and daily giveaways, promoted in email
and via mobile messages encouraged people to visit the site and store to win great prizes through our Pink Light Special.
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 WIRED Store is a temporary retail environment that brings WIRED's gadget coverage to life in such a way that
readers and an extended audience can get their hands on nearly 100 products covered and advertised in WIRED.
Products ranged from high-tech toys, to the latest phones, to the hottest gaming consoles, to the coolest car, to the
must-have home appliances, to rejuvenating splurge destinations - which were sometimes out of this world!
Products were on display for visitors to test out. Trained Store Ambassadors were on hand to answer questions about each
product and offer gift advice.
Celebrity visitors included: Bridget Moinahan, Joseph Gordon-Levitt, Mike Meyers, Dave Foley, Kylan Douglas, Q-tip, Jane Kracowski, and Maura Tierney.
Forty-four sponsors participated, a 69%
increase over 2005, representing 186 pages of business, a 106% increase over 2005.
The metrics represent tremendous increase over the first year's success with 21,780 shoppers (61% increase), 210,149
online page views (1% increase), $11.1 million total "buy now" estimated sales (22% increase), and 37.7 million media impressions (3% increase).
Integrating product into regular programming, gave sponsors even more exposure and drove attendance.
Programming included:
Eight Private Events that gave sponsors the opportunity to host their own constituents against the backdrop of the WIRED Store.
Weekly Music Spotlights in partnership with cutting-edge NYC record labels which drove nearly 2,000 people into the Store, and provided additional sponsorship opportunities for our liquor advertisers.
WIRED Wheels, which gave shoppers a free ride to their next Manhattan destination in the brand new Infiniti G
Weekend Warm Ups which provided hot drinks compliments of Tassimo
Piano lessons with Piano Wizard
Build Your Own Bots with Robot Village
Holiday Hands - free massages in the week after Christmas
This year we also added video product reviews online with Mark McClusky, the WIRED Product Editor, which provided
the opportunity for pre-roll advertising by our presenting sponsors.
Sanjaya's Gone from American Idol. Who Should be the Next to Go Home?
Company: Disney ABC Unlimited Title: Sears and Pooh - The World's Greatest Playdate
Company: Disney ABC Unlimited Title: Sears and Pooh - The World's Greatest Play Date Other companies engaged in relationship: Disney ABC Unlimited, ABC Owned TV Stations, Radio Disney,
Buena Vista Publishing (FamilyFun and Wondertime), Disney Online
Description of goals and strategies of program:
Disney ABC Unlimited and Sears partnered to create awareness, in the spring of '06, (April - June) on a customized,
multi-platform, partnership surrounding Winnie The Pooh and Friends and its return to Sears stores. The partnership built excitement, awareness and in-store traffic/sales for Winnie's expanded return to Sears.
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 partnership was significant because of its ability to create a fully customized, multi-channel, multi-platform, media and marketing plan for Sears, on both a national and local level. The plan and turnkey execution utilized and tapped into the power of both the Disney
and ABC brands.
After exploring some insights on play groups and play dates, our team developed a theme centered around, play dates being for both moms and their kids. Working with Sears, we developed a national overlay with media supporting Pooh's return to Sears and how to create
your own play date, as well as, local market extensions through the creation of an in-mall tour - "The World's Biggest Play Date with Pooh", - in select cities. This unique and comprehensive experience was supported with the following media properties:
National Print (FamilyFun and Wondertime Advertorials)
National Radio (Radio Disney :60 brand spot and :30 Tips to get your Pooh Play date started)
National Online (Disney online and FamilyFun - customized micro-site)
Local On-Air (ABCTV Owned and
Affiliated stations - :30 promercial)
Local Online (ABCTV Owned and Affiliated websites - Local Event Information Page)
Local Radio (Radio Disney - Local Event promotional spots)
Event included Disney built
customized sets, and activities within the event included: Winnie the Pooh Character meet/greet area, sketch artist show, Radio Disney music and contests, and a FamilyFun/Wondertime craft area and storytelling.
Company: Esquire Title: Esquire Signature Space Project
Company:Esquire Title: Esquire Signature Space Project Other companies engaged in relationship: Thirty-two advertisers, fourteen designers, and seven charity partners
Description of goals and strategies of program:
The goals of the Esquire Signature Space project are multi-fold:
To bring the Esquire brand
and the brands of its advertisers to life, in a physical space and via a series of events that are the epitome the modern "man at his best"
To drive business for the magazine via incremental advertising pages
To raise money for select charity partners through a series of gala events
To generate publicity for
Esquire, its advertisers, and its charity partners by bringing high-profile celebrities and media in to support these worthy causes
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 2006 Esquire Signature Space project - entitled Esquire House 360 -encompassed a dazzling show house and a series of high-profile charity events that brought 32 Esquire advertisers'
brands to life; generated enormous national publicity for both Esquire and the advertisers, and raised more than $1 million for our charity partners.
The house itself was a 17,000-square-foot mansion in Beverly Hills, which was transformed by leading interior
designers into the "ultimate bachelor pad," a vivid aspirational example of modern style and cutting-edge technology that represented the best of the modern man's lifestyle.
In each of 17 rooms and outdoor spaces, individual designers worked with Esquire advertisers to create stunning
environments that organically integrated the advertisers' brand image and products. Examples included:
the Rocawear/Intel Gaming Room
the Versace Great Room and Loggia
the Bally Guest Bedroom
Advertisers were closely involved in the design process to ensure that their brands were appropriately represented.
When the Esquire House was complete, it served as the host and venue for eleven exclusive, high profile events and charity benefits, where 15 additional advertisers were integrated and showcased. These
brands included spirits and cigars (such as Johnnie Walker Blue Label, Don Julio, Cohiba); automotive (Cadillac, Land Rover, Acura); and consumer electronics (Shure, VTech, Pioneer, Samsung). Advertisers were recognized with their logos on invitations and the red-carpet "step & repeat" banners; through activations, demonstrations, and sampling at the events; and on all event-related media materials. Advertisers also received tickets to the event for their executives and top clients.
Nonprofit organizations such as Oceana, City of Hope, and VH1 Save the Music brought in their own celebrity programs and A-list hosts, supporter, and donors, including Pierce Brosnan, Keifer
Sutherland, Eva Mendes, Kristin Davis, Kirstin Dunst, Colin Firth, and Jeff and Beau Bridges. Highlights of programs included a concert by Stevie Wonder (Songs of Hope); a rock performance by Matt Kearney and Rocco Deluca and the Burden; and an acoustical performance by Minnie Driver and Liz Phair.
More than 83 million media impressions were garnered throughout the season of events, with a focus on the
advertisers' brands. Highlights included major segments on Access Hollywood and Extra!; a one-hour program on The Style Network's My Celebrity Home; and articles in the New York Times, the Los Angeles Times, Us Magazine, and InStyle.
More than 5,000 tastemakers and influencers (including 130 celebrities) attended events at the Esquire House in 2006. The advertisers' brands were also brought to a much larger audience via the project's website, online charity auction, Esquire in-magazine coverage, and Esquire House Journal. The project website (www.esquirehouse360.com), live
from October 2006 through the fall of 2007, links directly from the Esquire.com home page (which receives 1 million visitors per month). The online charity auction ran from October through December 2006, and reached an additional 1.3 million bidders through a partnership with Charity Folks. The Journal was distributed to 5,000 high-income Esquire subscribers in the Los Angeles DMA, and to all guests at the house.
Company: MTV Networks Title: Meet or Delete
Company: MTV Networks Title: Meet or Delete Other companies engaged in relationship: Hewlett Packard, ZenithOptimedia Worldwide, Goodby Silverstein and Partners
Description of goals and strategies of program:
In May 2006 HP's Personal Systems Group launched their new "Personal Again Campaign".
The objective of this campaign was to transform the consumers relationship with their PC and to put the "Personal" back into the PC by showing that the computer is not simply a commodity item but a
critical part of their everyday lives. It set out to remind users of how personal the content living on their hard drives is…from personal pictures, to music, letters, resumes, calendars and more.
In this process HP wanted to challenge consumers to look again at their PC/notebook and reevaluate the decisions they had made in its purchase.
HP with their media agency ZenithOptimedia looked to MTV as a key global media partner to help exemplify this
campaign and deliver it to a young adult audience in an innovative and compelling way.
Specifically MTV was tasked to expand HP's conversation with the core college influencer audience from which the Meet or Delete franchise was developed by MTV's college network, mtvU.
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:
"Meet or Delete" is a unique program with a new twist on getting to know someone, whether it be for a date, a new band
member or a potential roommate. Contestants reveal the innermost contents of their personal computers to complete strangers who decide if they want to Meet or Delete them based purely on what they find on their PC.
The show brings the campaign to life by showing that everything you need to know about someone is stored right on
their hard drive. It reflects the highly individual and personal relationship young people have with their computers, which have become the emotional hard drive of MTV's global audience.
Further integration with the campaign is achieved by utilizing creative assets and style guides across the shows, from
the show logo, typeface, website design etc.
In matching the global nature of the new campaign role out from HP Meet or Delete is the first MTV Networks' series to premiere to a global audience whilst leveraging virtually every MTV asset both
in the USA with mtvU, MTV2, mtv.com, MTV Wireless, the screen in Time Square, the MTV Store, and internationally across regional networks and local country feed and web sites across Europe, Asia, and Latin America.
To ensure local resonance and relevance with this program we had to develop a global platform to leverage the
global assets and talent of the campaign whilst allowing sufficient local flexibility for region and country teams to fully support the program and develop content that really was to hit home in each market.
Content was developed both in the US and locally within a framework set up and approved by the global teams and
with an approval process allowing timely visibility of local assets to global client and agency teams for input and approval.
Through this process local markets gave input on product integration, subject matter for the episodes, prizing etc. whilst still building up a global library of content available on line that is immediately
recognizable as the global show with the required linkage back to the campaign.
Shows took the form of short form content with a series of six minute episodes being developed, all leveraged off the idea,
look and feel developed by the global team in the US and working off mtvU's expertise of the college audience and then expanded out for local shows.
In total six episodes were created in the US with one of these being a global pilot show aired across all regions to announce the show in sync with the global launch of HP's new campaign. All US episodes
were also versioned for language, format and running time to allow them to run in all other markets. Additionally MTV Europe, Latin America, Australia, India, Korea, and China each created original local episodes.
The show has run across multiple platforms including on air, online and mobile in 10 different languages with 30 different episodes being developed for those regions and markets being further supported by
viral campaigns plus on-air and online tune in spots, competitions for HP product and other on the ground activities such as VJ searches and campus parties.
To support the new franchise meetordelete.com was set up as an online global hub. Created in the United States and localized for language and content this site serves as the connective tissue for the Meet or Delete program, while further engaging HP consumers across all
channels. The site further integrates campaign assets into its look and feel whilst housing 14 regionalized sites in 10 languages. The site allows enhanced interaction with the all the shows produced plus interactive games, sweepstakes, casting calls and more.
Company: Turner Broadcasting System, Inc Title: Change of Plans
Company: Turner Broadcasting System, Inc. Title: TNT & Chase Present Change of Plans Other companies engaged in relationship: ZenithOptimedia, Chase
Description of goals and strategies of program:
Strategy:
TNT's dramatic branded environment was the perfect place to reach consumers with a unique, entertaining message and
support the launch of the new Chase Freedom card. TNT and Chase partnered to develop a breakthrough content idea - the TNT Mini-drama, Change of Plans.
Chase exclusively presented Cast Away with limited commercial interruptions (a network first), a benefit to the TNT viewer which we heavily promoted on-air as made possible by Chase. The 2.5 minute mini-drama, Change of Plans, embodied the brand
attributes of the Freedom card and was revealed in :30 segments throughout the premiere airing, pushing viewers online to experience the ending and inviting them to enter a national consumer sweepstakes whose prizes mirrored the freedom card attributes: a chance to choose
between fabulous trips or cash. This custom content was a perfect opportunity to naturally integrate the Chase Freedom card. In addition, the mini-drama ran in encore airings of Cast Away and gained additional exposure on TNT.tv as well as TNT on AOL.
The brand-focused partnership spoke to the forward-thinking style of Chase's marketing team and TNT's
extensive promotional capabilities.
Overview:
Cast Away aired with limited commercials for high audience retention and engagement - Chase was the exclusive national sponsor and advertiser, a network first
TNT and Chase created a 2.5 minute mini-drama that embodied the attributes of the Chase Freedom Card
The mini-drama unfolded in four :30 segments throughout the premiere airing on Friday night, 10/6, and pushed
viewers online to see the mini-drama finale and to link to the Chase Freedom website, driving acquisition
Product integration with the
Chase Freedom Card was featured in the final scene
National sweepstakes mirrored the benefits of the new card - winners had the "freedom to choose" their prize
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:
*According to IAG, on A18-49, Change of Plans outperformed recent ads on broadcast and cable within the
Financial Products & Services category across all ad performance metrics (including 29% better on both brand recall and likeability).
*There was a notable increase in traffic for the Cast Away Premiere:
From 10/6-10/9-online traffic
was up 22%
35% of those viewers linked to the Chase mini-drama site
*TNT's Saturday, Oct. 7, 9 p.m. telecast of Cast Away, starring Tom Hanks, ranked as ad-supported cable's top entertainment program for that week among adults 25-54 (2,480,000) and
persons 2+ (4,251,000), as well as being ad-supported cable's #1 movie for the week among adults 18-34 (1,000,000); adults 18-49 (2,338,000); and households (3,034,000).
*TNT's three prime-time plays of Cast Away Oct. 6-8 ranked as ad-supported cable's top three movie
telecasts for the week among adults 18-34, adults 18-49, adults 25-54, persons 2+ and households.
Tomorrow: Myers Media Innovation and Creativity Awards: Media Company Silver Winners - Individual Submissions - Part 2
