Most Effective Integrated/Cross Channel Marketing Campaign
Awarded to the marketer displaying the best ability to deliver a unified message across multiple media while effectively leveraging the unique aspects of each. Entrants must demonstrate use of two or more channels, which can include, but are not limited to, email, video, search engine marketing, banner advertising, co-registration and customer acquisition methods.
Measure of Effectiveness
Effectiveness is measured by comparing results to previous efforts, industry standards (preferred when available) or initial goals and focuses on the use of online media as part of a cross-channel advertising program. This category considers how the online media is used as part of the media mix and how the impact of the online program is measured.
Finalist
- Howstuffworks.com for the "Keep Asking" campaign: To continue brand growth and increase site traffic, the HowStuffWorks.com "Keep Asking" campaign sought to create true "wow" by creating original video content to use for television spots and banner media. Site traffic consistently peaked during air times and banner click rates exceed the goal of .10%.
- Red Pepper for Southern Pine Awareness Real Outdoor Living: Southern Pine Awareness Real Outdoor living's objective was to breathe new life into the image of pressure-treated wood via a campaign on facebook, twitter, a microsite and a sweepstakes. All goals were exceed with over 180,000 site visits, 31,000+ sweepstakes sign ups and over 15,000 facebook fans.
- Microsoft Advertising for Porsche Cars of North America: Porsche Cars of North America developed a custom campaign promoting the Porsche Panamera through editorial integrated placements on Xbox LIVE and Xbox.com. The campaign engaged users via mobile, web and video and saw click rates over 3.40%, 100,000+ video views and drove over 300,000 users to the brand experience.
