The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Retail Integrated Ad Campaign, Best Of Show Integrated Ad Campaign
Wendy, an original, dramatic web series from Alloy (creators of pop culture phenomenon Pretty Little Liars, Vampire Diaries, and Gossip Girl) and iconic retail brand partner, Macy�s, was a digital effort designed to highlight Macy�s Fall fashion lines during the pivotal back to school season. Our challenge was to generate awareness and build a branded experience for the desired audience of 18-34 year old females.
This original web series targeted the dynamic young adult demographic, a key consumer group who continue to be one of the fastest growing segments in the rising trend of online video viewing. With Wendy, the web series, Alloy and Macy�s set out to provide a high quality, branded entertainment experience that was tailored to teens� interests and delivered on their �viewing� terms.
Wendy delivered Macy�s a seamless brand experience with organic product placement within the captivating storyline. The stars of the series wore select Macy�s fashion lines that reflected their individual characters. Supporting media and exclusive video with a Macy� stylist featured the clothing in each episode allowing consumers to click through to Macy�s website to learn more and purchase. The series and brand were supported through a true cross- platform marketing and promotional campaign that included banner and video display ads, online editorial placements, sweepstakes, in-store events (drawing hundreds of fans at each store appearance by the star, Tyler Blackburn) traditional broadcast (Macy�s commercial spots promoting Wendy on prime time and cable TV), as well as print advertisements in the Alloy and Delia�s retail catalogs and promotion on the Macy�s 34th St �Jumbo-tron�.
Wendy was broadcast on Macy�s �MStyle Lab� website and through Alloy�s dedicated Wendy Facebook and YouTube Channel, with extended and exclusive distribution through the Alloy Digital Network - reaching a total of more than 70 million consumers, it remains the #1 ranked network in its category for three years running and a top-10 video network, according to comScore. During the course of the campaign, the Wendy Facebook page quickly grew to over 10,000 followers.
Extensive outreach to influencers across Facebook (including 300 + participants for a live chat with Tyler Blackburn), Twitter, and Tumblr, and through Alloy�s owned and operated web properties (Pretty Little Liars, The Clique, Gossip Girl) as well as through the series star�s social media connections proved key to measurable fandom and kept a consistent and enthusiastic dialog with consumers flowing. By the end of the campaign, Wendy delivered over 76.2 million social media impressions, 7 million video views, and garnered over 256.1 overall impressions. Wendy also drew significant praise in the press, with coverage in such mainstream online media outlets as Entertainment Weekly/EW.com, People, Huffington Post, ET/Insider, Just Jared, TV Guide and many, many others.
Enricatwilighter �WOOOW!! I can say this is epic even if I saw just 5 minutes!�
jst1blondeme : �I want episode two! I�m hooked!! Just found my new obsession�
NowAwesome : OMG they should make this into a primetime show!!
Contributors:
| Macy's, Inc.: | |
| MEC: | |
| Sean Horvath: | Alloy Digital |
| Andi Poch: | Alloy Digital |
| Wendy Wildfeuer: | Alloy Digital |
| Nicole Mollen: | Alloy Digital |
| Rick Francolini: | Alloy Digital |
| Christine Petrillo: | Alloy Digital |
| Kate Pignata and Team: | Alloy Digital |
| Jodi Smith and Team: | Alloy Digital |
ALLOY DIGITAL
Location: United States