Cream of the 2006 Crop
Multidiscipline (National)
Burger King and the NFL
Client: Burger King Corp.
Agency: Equity Marketing
Sales of chicken strips and burgers spiked when the King took the action from the field to the restaurants.
American Wasteland
Clients: Activision, Jeep
Agencies: Entertainment Marketing Partners; BBDO
To reach young males, Jeep launched its new Commander via a hot video game integration and tour with skateboarding icon Tony Hawk.
The Chocolate M-Pire
Client: Masterfoods USA
Agency: Thomas J. Paul
M&M’s leveraged both the light and dark sides of The Force via reworked packaging and product.
Special K Drop a Jean Size Challenge
Client: Kellogg’s
Agency: Brigandi & Associates
Lose the weight (thanks to the cereal), get a new pair of jeans to celebrate — each time you reach a new milestone!
Multidiscipline (Regional)
Be Always Fresh
Client: Procter & Gamble
Agency: TvPromo International
Grassroots events and celebrity endorsement of personal care products appealed to modest Latinas.
Chevrolet ChicagoRevolution.com Tour
Client: General Motors R*Works
Agency: Marketing Werks
Hands on and online, this multi-city tour took a 59-foot transport trailer on the road, and let drivers explore seven different Chevy vehicles up close.
NYC Heritage Tourism Partnership
Client: The History Channel
Agency: Civic Entertainment Group
Landmarks throughout the Big Apple got a boost in tourism support via this tie to the cable network.
Chicago’s New Crosstown Classic
Client: United Airlines
Agency: Arc Worldwide
When Ted debuted at Midway airport, it delighted locals with events tied to a cross-town air shuttle to O’Hare International Airport.
Promotional Advertising
The Chocolate M-Pire
See left
Smallville/Ford Fusion
Client: Ford Motor Co.
Agency: J. Walter Thompson
Ford played off its integration in the WB TV hit series via a sweeps and texting program for young drivers.
Chicago’s New Crosstown Classic
See prior category
The Power of Four
Client: Schick Shaving Products
Agency: Colangelo
Appealing to guys’ inner “dog,” the campaign encouraged them (with tongue-firmly-in-cheek) to upgrade their lives via The Program.
Event Marketing (five or less venues)
Chicago Drive 05 & 06
Client: The Chrysler Group
Agency: The George P. Johnson Co.
Cross the Chicago Auto Show with an amusement park, complete with thrill rides on various Chrysler vehicles.
Diet Dew Times Square Rail Jam
Client: Pepsi-Cola Co.
Agency: In-house
When the Flying Tomato (Olympian Shaun White) and friends hit town, extreme buzz drove media frenzy.
House of Dew
Client: Pepsi-Cola Co.
Agency: In-house
Games and sport celebs were the draws for this destination site tied to the extreme sport circuit.
The Marriott mSpot Times Square Experience
Client: Marriott Hotels
Agency: Momentum Worldwide
Call it the goldfish bowl effect: Passersby got a street-level view of life inside these plush digs.
Event Marketing (more than five venues)
Product Launch, Verizon FiOS
Client: Verizon Communications
Agency: Pierce Promotions
Awareness via experience were the means for getting consumers to switch their high-speed Internet providers.
Game Changing Innovation
Client: Motorola
Agency: 141 Worldwide
Motorola leveraged an NFL sponsorship on-air, online and on-field with experiences for fans and partners.
Rails to Trails
Client: Dasani
Agency: The Marketing Store
Free-use of branded bicycles on trails (built on old railroad tracks) drove success for Dasani water’s health messaging.
Thanks A Million
Client: Ricola
Agency: The A Team
Your mother always said good manners matter — and in this campaign a kind offer of a cough drop to a Mystery Cougher could win a million bucks!
Vehicle-Based Experiential
Chevrolet ChicagoRevolution.com Tour
See page 16
Crest Imagine Tour
Client: Procter & Gamble
Agency: Brand Connections
A 48-foot mobile tube of Crest Whitening Plus Scope toothpaste, complete with private brushing stations.
GM: Chicago for Everyone
Client: General Motors
Agency: Dome HK
Call it a diversionary tactic: when a competitor booked up a local venue, a GM fleet whisked disappointed Chicagoans off for a day of alternate loyalty-building fun.
U.S. Army College Tour
Client: U.S. Army
Agency: Relay Sponsorship and Event Marketing
This day-camp experience for potential recruits gave college and high school students a sample of Army training via a decked out truck-as-camp.
Cause-Based Promotion
Honeywell-NASA’s FMA Live!
Client: Honeywell
Agency: Oasis
How will the next Einstein discover his talents if science class is a bore? A traveling multimedia education concert used live actors, hip hop, videos and interactive demos to engage kids in science.
I Am a Force of Nature
Client: Force of Nature Aid Foundation
Agency: Intersection
Following the Asian tsunami of December 2005, a concert and ongoing efforts helped empower recovery.
Jones New York In the Classroom
Client: Jones Apparel Group
Agency: In-house
This multi-year campaign helps teachers dress their classrooms — and themselves — for success.
Save Our History
Client: The History Channel
Agency: Civic Entertainment Group
As a good corporate citizen (and to own TV’s history turf), THC backs this program for historic preservation.
Sponsorship or Tie-In
American Express Global Viewing Event Platform
Client: American Express
Agency: Momentum Worldwide
Activating its World Cup sponsorship, Amex took matches from courtside to indoor venues for cardmembers.
Kellogg’s & Star Wars
Client: Kellogg’s
Agency: Brigandi & Associates
Kellogg’s “celebrated the saga” via P-O-P and premiums.
The Chocolate M-Pire
See page 16
Purell National Geographic Kids Hands-On Explorers
Client: Pfizer Purell
Agency: Einson Freeman
Learning can be messy — but that was okay for kids with the cleanser.
Games, Contests, Sweeps
Monopoly Best Chance Game 3.0
Client: McDonald’s
Agency: The Marketing Store
Partnered with BestBuy, McD’s latest version touted “better, bigger.”
My Wish List
Client: American Express
Agency: Digitas
To drive holiday shopping usage, cardmembers tried for Xboxes and more.
Subway Fresh Resolutions!
Client: Subway Restaurants
Agency: ePrize
This instant-win game reinforced Subway’s healthful image and drove traffic, both in-store and online.
Chicago’s New Crosstown Classic
See page 16
Innovative Communication Strategy
Dukes of Hazzard Institute
Client: CMT (Country Music TV)
Agency: In-house
As the old TV show returned, CMT played up memories among fans via trivia challenges and appearances.
HBO Entourage VIP Card
Client: HBO
Agency: LIME p.r. + promotion
Per the show, this campaign was all about the perks that come with having access to the right players.
The Power of Four
See page 16
VW Alpha Drivers
Client: Volkswagen
Agency: Arnold Worldwide
Forget “ambassadors” — VW leveraged raving fanatics for insight and buzz, with rewards in return.
Interactive/Electronic Direct Marketing
2006 GMC-CSI Promotion
Client: GMC
Agency: Digitas
Positioned as vehicle-of-choice in the hit series, GMC gave an inside view online, plus a chance at a 2007 Yukon.
The Power of Four
See page 16
The Sopranos: Crime. Organized.
Client: HBO
Agency: Deep Focus
Returning for its sixth season, the show’s fans mapped “scenes of the crimes” via a Google interface.
Multicultural/Ethnic
Bajo la Regadera (In The Shower)
Client: Unilever
Agency: PMG, Inc.
Dove targeted busy Latina moms with a rejuvenating offer during the rare time they have for themselves.
Secretos de Belleza (Beauty Secrets)
Client: Unilever
Agency: PMG
Street teams met Latinas at community events in seven locales, offering sampling and beauty tips.
Futbol a Football
Client: ESPN
Agency: LatinWorks
Fans who love both types of football (gridiron and soccer) flocked to this online program.
La Casa de Dora Mall Tour
Client: Nickelodeon
Agency: Oasis
Hispanic preschoolers and parents interacted with Dora the Explorer in stops across the country.
Campaign Targeting a Micro Audience
Axe College Ambassadors
Client: Unilever Axe
Agency: GMR Marketing
Grassroots outreach by peers to college males drove home the brand’s “smell good, get girls” message.
Campbell’s SouperStar
Client: Campbell Soup Co.
Agency: Ryan Partnership
Can soup be hot with kids again? Yes, thanks to Campbell’s program dangling a celebrity experience.
Fit Nation
Client: CNN
Agency: In-house
CNN tackled the obesity epidemic on-air and online with advice and resources viewers could act upon.
Hurra Torpedo
Client: Ford Fusion
Agency: JWT
Take an obscure Norwegian rock band; send them cross country in a Ford Fusion; film a mock-umentary along the way — and fuel test drives!
Brand Awareness and Trial Recruitment
Experience Life’s Rewards!
Client: MBNA
Agency: Civic Entertainment Group
Affinity card issuer MBNA wooed potential B-to-B partners by bringing its Amex card to life.
The Chocolate M-Pire
See page 16
McDonald’s Fruit & Walnut Salad Launch
Client: McDonald’s
Agency: Arc Worldwide
It was the campaign built on a tine. The Green Fork drew fruit salad fans and converts as McD touted its new menu.
You Look FabuLash Tour
Client: Revlon
Agency: Zoom Media
Music, videos and makeovers built excitement in this mall tour, launching a new mascara in bold strokes.
Brand Volume
Albertson’s Meal Deals
Client: Albertson’s
Agency: CoActive Marketing
Fresh Express tied packaged salads to entrees, driving incremental sales across both categories.
GapBody Bra Bar
Client: The Gap
Agency: A Squared Group
Bra Bars created an in-store space where women could ask “Bratenders” about fitting, sizes and Gap bodywear.
The Chocolate M-Pire
See page 16
Purell National Geographic Kids Hands On Explorers
See page 18
Short or Long-Term Loyalty Program
FedEx Air & Ground Campaign!
Client: FedEx
Agency: Velocity Sports & Entertainment
Upping the ante on this long-standing program, FedEx added this year an Open House set in a stadium or practice space.
Special K Drop a Jean Size Challenge
See page 16
Yoplait’s Women’s Wellness Initiative
Client: General Mills
Agency: PowerPact
Yoplait’s support of the Komen Race for the Cure events continues.
Gap Ambassador Program
Client: The Gap
Agency: A Squared Group
Party time! Select women invited friends to a try-and-buy event.
Dealer, Sales Force or B-to-B Campaign
Cingular MEdia Net Launch
Client: Cingular
Agency: Seismicom
Reps got jazzed about new mobile Internet options thanks to this sweeps.
Radiology Re-Imagined
Client: GE Healthcare
Agency: Interference
Trade show events positioned GE as a leader in radiology technology.
Points Of Light
Client: GE Lighting
Agency: GEM Group
Olympic sponsor GE used sweeps, P-O-P and packaging to drive dealer excitement for lighting products.
The Napster Garage
Client: Napster
Agency: Grand Central Marketing
A funky trade show booth lured potential partners to Napster’s electronics show space.
Retail/Co-Marketing
Memoirs of a Geisha
Client: Multiple partners
Agency: Sony Pictures Entertainment
Combined promotions and licensing conveyed the Memoirs experience.
Stella
Client: Adidas
Agency: Action Marketing Group
Apparel-as-art: women’s fitness wear by Stella McCartney launched at loft events in downtown settings.
Bass Pro Tundra Heartland Tour
Client: Toyota
Agency: AMCI
To win drivers to the Tundra, Toyota pushed its built-in-America message via events at Bass Pro superstores.
Together We Make A Great First Impression
Client: Unilever
Agency: PMG
Snuggle sampling won over Latinas eager for fresh-smelling clothes.
Small Budget Campaign
Body Glove Fashion Police
Client: Body Glove
Agencies: Hall Event Group, Draft FCB, Golan Harris
Breaking into the tech sector with hip headsets, Body Glove met cell phone users on their own terms — and turf.
Largest Coconut Symphony
Client: Monty Python’s Spamalot
Agency: HHC Marketing
With a nod to its roots, this street event drew mobs of theatre-goers.
Mitre Fashion Launch
Client: Elan Polo
Agency: Drive Agency
The British invasion all over again — for sport shoes. U.K. rock bands grabbed ears for the brand on the run.
Office Invaders
Client: Dunkin’ Brands, Baskin-Robbins
Agency: Blockdot
(Over-caffeinated?) advergamers channeled their inner Jedis via this online workplace-themed game.
Best Creative
Experience Africa
Client: National Geographic
Agency: Grand Central Marketing
This celebration of African culture glittered in Grand Central Terminal.
The Chocolate M-Pire
See page 16
McDonald’s Simple Bold Retail Identity
Client: McDonald’s
Agency: Arc Worldwide
Would Roy Kroc recognize the sleek spaces McD’s is introducing as part of its re-invention? Maybe not — but he’d likely be thrilled.
The Power of Four
See page 16
Best Idea or Concept
Kotex WhatFitsU Experience
Client: Kimberly-Clark Corp.
Agency: Mr. Youth
Kotex broke down taboos with this campus tour that let young women discuss health and personal image issues in comfortable settings.
The Chocolate M-Pire
See page 16
Picture a Healthy World
Client: GE
Agency: in-house
To focus on its tools for early detection and disease prevention, GE got consumers thinking about healthcare options and personal responsibility for health and wellness.
Chicago’s New Crosstown Classic
See page 16
