Sep 22, 2008 12:31 PM

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#9. Best Use of Games, Contests, and Sweepstakes

Disney Dream Job
Agency: Disney Parks: CareerBuilder.com
Client: In-House
See Category #6

MSN/“Biggest Loser” Million Pound Match-Up
Agency: Mr. Youth
Client: MSN/Microsoft Corp.

Aiming to boost traffic to its Health & Fitness channel (health.msn.com), MSN.com struck a partnership with NBC’s hit show “The Biggest Loser” to leverage the show’s appeal and relevancy among weight-conscious consumers. An integrated campaign was created around a national contest, “Biggest Loser Million Pound Match-Up,” prompting consumers to sign up with workout partners to document their weight journey via Windows Live Spaces. Tens of thousands of teams documented their weight loss progress with videos, photos and daily blogs. The big prize was a VIP trip to the season finale of the reality series “The Biggest Loser: Couples” in Los Angeles. One grand prize winning team won a personal trainer for the year for each team member. A daily sweepstakes around an interactive video trivia challenge pointed contestants to MSN Health & Fitness for the answers. Daily prizes included Zunes and a grand prize of a luxury fitness trip for two. A tour to the five fattest cities in the country helped raise awareness about obesity health issues. The contest generated 2.4 million visits to the Web site with 8.9 million page views in 3.54 average minutes per visit. An estimated 2.6 billion campaign impressions were delivered by MSN.com.

AT&T World’s Loudest Pep Rally
Agency: The Marketing Arm
Client: AT&T

AT&T wanted a program to make an impression on collegians and to leverage its stake in college football partnerships nationally. The promotion went beyond the scope of AT&T’s 30 school sponsorships to include all 120 NCAA Division I-A football schools. The concept was the AT&T “World’s Largest Pep Rally,” a season-long contest that awarded the winning university with a free concert from the Dave Matthews Band. During the six-week contest, fans could use their AT&T wireless phones to send text messages to a shortcode or visit the AT&T blue room (www.attblueroom.com), inviting the band to come to their campus. The school with the most invitations—ultimately the U.S. Military  Academy at West Point—won an end-of-the-season pep rally featuring the popular rock band. Individual students also won VIP trips to the pep rally for uploading creative invitations, and through in-market radio promotions in AT&T’s top-20 markets. As a media extension, AT&T’s blue room Web site offered the Pep Rally concert in a live Webcast. More than 3.3 million invitations were sent, and there were more than 3 million visits to the promotional site, with an average time of 25 minutes spent there.

Grammy Concert in the Sky Sweepstakes
Agency: The Recording Academy
Client: In-House
See Category #8

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