Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

2011 BRONZE

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.

Brand: Syfy
Client: Syfy
Agency: Fallon
Language: English

2011 BRONZE

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
Language: English

2010 GOLD

1 Second Ad Campaign

Miller High Life endeavored to steal Budweiser's thunder during the Super Bowl despite Budweiser having event exclusivity and a budget 55x that of High Life's during the game. High Life sought to make an economic statement by bringing common sense back to the Super Bowl. The "1 Second Ad" creative idea was rooted in media innovation and successfully leveled the playing field by sparking media wildfire. High Life volume growth during the Super Bowl far exceeded competitors, and the campaign generated significantly more buzz following the game than Budweiser.

Brand: Miller High Life
Client: MillerCoors
Agency: Saatchi & Saatchi
Language: English

FINALISTS

RITZ Puttin’ on the RITZ

U.S. Bank Found in Translation: The untold story of children who give a voice to generations.

Pulsar N160 The (Un)Censored Ad