The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
UNSTAGED: An Original Series from American Express
Can you successfully "scale the emotion" of a live concert for millions of music fans online? That's the question that led to UNSTAGED from American Express, a revolutionary interactive music experience that blurs the line between at-home and at-concert viewing.
Brand: American Express
Client: American Express Company
The White Rabbit Experience
Challenge: Drive viewership for Alice, Syfy's reimagining of the classic Alice in Wonderland. Research showed the white rabbit was the most recalled icon from the classic, so Syfy's updated character became the focus of our multimedia adventureThe White Rabbit Experience. The rabbit ran across the Web, taking users through a trail of faux microsites. Throughout Manhattan, he appeared in giant video projections and suited up as a 50-person street team. @whiterabbitinc tied everything together on Twitter. Alice exceeded expectations, becoming the highest-rated Sunday show night on Syfy since 2007.
Hot in Cleveland Campaign
Transitioning from reruns to original programming with our scripted sitcom Hot in Cleveland, TV Land needed to bring in lots of new viewers with a modest marketing budget. When Betty White became a media sensation with her famous Super Bowl Ad we had our core idea: to exploit current pop culture trends and make them work for us. Capitalizing on a series of such trends, TV Land had, in the end, the highest rated cable sitcom premiere ever, nearly 6 million viewers, 511% more than our primetime average.
Brand: HOT IN CLEVELAND
Client: TV LAND
Agency: Ingenuity Media Group