The Web Marketing Association is proud to present this 2009 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Interactive Services Integrated Ad Campaign
The Challenge:
MSN aimed to shake up its image and drive engagement, emphasizing fresh and personally relevant content. Knowing that everyone wants to be in-the-know, this campaign shows how MSN prepares people for everyday challenges.
The Solution:
In order to accomplish this, Wunderman developed and maintained an arsenal of social networking elements. A key component of the campaign was an experiential microsite where with help from MSN ambassador, Mark Bebbington, people could create and send funny voice and email messages with tidbits of MSN information. Designed to prepare people for everyday “deer in the headlights” moments, the interactive voice messages were compelling and viral.
Plus, people also visited Mark’s Facebook page, where they could read his blog, listen to his songs, and watch several campaign videos.
Results
Users coming from the animated and rich media banners drove %% more page views than average banners. Overall, campaign placements received over 5 billion impressions, driving over 3 million clicks and over 17 million page views. The microsite garnered over a million visitors, 5 million page views, 100,000 voice and email messages sent, and 500,00 video and song plays.
Contributors:
| Creative Director: | Alison Tintle |
| Sr. Copywriter: | Terri Schmidt |
| Sr. Art Director: | Ryan Obermeier |
| Copywriter: | Tanner Rogers-Goode |
| Assoc. Copywriter: | Dawn Moser |
| Account Executive: | Maggie Adams |
| Director of Strategy: | Chris Carter |
| Project Manager: | Chris Seaver |
| Executive Creative Director: | Debbi Vandeven |
VML
Location: US