Marketing News & Expert Advice
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ClickZ Connected Marketing Awards Winners
Skip to past winners: 2010, 2009, 2008, 2007, 2006, 2005, 2004, 2003
2010 Winners:
Excellence in Connected Marketing
Winner: Indianapolis Symphony Orchestra
Campaign: Next Audience Engagement Strategy
Marketing partner: ExactTarget
Why it's a winner: Asking people to bring their mobile phones to a symphony concert seems counterintuitive. But that's exactly what the Indianapolis Symphony Orchestra did as part of its "Next Audience Engagement Strategy" campaign to connect with its audience during a pre-concert talk. The campaign also tapped other social networks, such as YouTube, to attract a new generation to the symphony. Bravo! Bravo!
Honorable mention: Bermuda Ministry of Tourism
Marketing partners: iCrossing, Global Hue, and Corbin and Associates
Best Use of Search Marketing
Winner: Reebok
Campaign name: Reebok EasyTone
Marketing partner: iProspect
Why it's a winner: In 2009, Reebok introduced a new footwear line called EasyTone. The media campaign featured provocative messaging and imagery showing women wearing nothing but their underwear and EasyTone sneakers; the search effort focused on branded, product specific, and toning shoes campaigns. It included terms like "the secret to great legs," "nice legs great sole," "talking boob commercial," and more. "We were impressed at how Reebok closed the loop between search and social activity by mashing together different tools to monitor real time social feeds, news feeds and keyword trending tools such that they could continually adapt the ad messaging and expand the audience targeting," said Jonathan Allen, director of Search Engine Watch.
Honorable mention: Streeter Place
Marketing partners: GyroHSR, ClickEquations
"Streeter Village's audience targeting methodology via PPC channels was sophisticated and diligent, displaying impressive 'outside the box' thinking," said Search Engine Watch's Allen.
Honorable mention: Sunrise Senior Living, Finding Friends in New Ways
Marketing partner: 15miles, the interactive-media division of TMP Directional Marketing
"Sunrise Senior Living's campaign impressed us with the way they combined all local search targeting options via an SEO strategy, IP-targeted PPC and IYP listings to generate plenty of locally targeted real-estate on the SERPs and attributing conversions and business value to each source," Allen said.
Best Use of Social Media Marketing
Winner: Next To Normal - An Original Musical
Campaign name: Next to Normal: The Twitter Performance
Marketing partner: Situation Interactive
Why it's a winner: This Broadway musical about familial dysfunction is anything but normal and so was the marketing campaign for the show. "The cast really connected to its fans via Twitter," commented one judge. "Staying involved with the fans built a personal relationship between all parties and only grew the success of the show." Even with a small marketing budget, "Next to Normal" tapped social media to make the show soundtrack the top 10 most downloaded album on iTunes and Amazon.com without breaking the bank with advertisements. Very impressive.
Honorable mention: Deb Shops' Model Search
Marketing partner: NetPlus Marketing
Best Use of E-mail Marketing
Winner: National Hockey League
Campaign name: NHL Ticket On-Sale
Marketing partner: e-Dialog
Why it's a winner: Using just two fan data points - favorite team and geographic location - the NHL developed a highly-relevant e-mail message tailored to each fan based on their geographic location and the team they follow. For instance, a Boston Bruins fan living in Philadelphia would get an e-mail message that featured Bruins imagery; the schedule listed games in which the Bruins were playing the Philadelphia Flyers in Philadelphia. With 30 teams and 26 markets, there were over 900 potential versions of this e-mail. The results showed what the NHL expected: reminding fans about games when their favorite teams were playing in their local area would lead to increased single-game ticket sales.
Honorable mention: Chick-fil-A's Enhanced E-mail Program
Marketing partner: BrightWave Marketing
Honorable mention: Massage Envy's "Massage for the Cure"
Marketing partners: Mighty Interactive, ExactTarget
Honorable mention: PETA's E-mail Marketing Strategy
Marketing partner: Convio
Best Use of Mobile Marketing
Winner: OpenTable
Campaign name: OpenTable Mobile
Marketing partners: GoodRec, Sequence
Why it's a winner: Starting in July 2009, OpenTable launched an app for the Palm webOS, followed by apps for the BlackBerry, Android, and Nokia platforms. Earlier this year, it launched an iPad app. Each application closely mimics the features of the OpenTable website.
By late October 2009, 1 million diners had been seated via OpenTable's mobile applications. Less than six months later, the company reached 2 million, and today they're at over 3 million. "Good use of multiple mobile platform and geo-location functionality, and clear and measurable ROI," one judge said.
Honorable mention: Kmart Protégé Campaign
Marketing partners: Quattro Wireless, Myxer, Varitalk, 4Info, Movoxx
Best Use of Online Video for Marketing
Winner: Ginger Software
Campaign name: Ginger Conversion Video
Marketing partner: EyeView Digital
Why it's a winner: Ginger Software, which sells software to check spelling and grammar, used online video advertising to market its product. It ran iterative tests during the campaign, resulting in increased conversion rates.
"The campaign itself was compelling in terms of getting the advertiser's message across," one of our judges said. "Interesting use of animation, and I like the creative segmentation with the voice over," observed another judge.
Honorable mention: Neighborhood Assistance Corporation of America's Save the Dream Tour
Marketing partners: SEO-PR, DigiNovations
Best Use of Display Advertising
Winner: Boden
Campaign name: Personalized Retargeting Campaign
Marketing partner: Criteo
Why it's a winner: Boden, a fashion retailer, implemented personalized display ad retargeting technology to retarget the customers who visited their website but had not made a purchase. Dynamic ad banners personalized in real-time for each viewer were presented; ads featured actual products the shopper browsed and recommended products from other shoppers with similar interests. "This takes retargeting to a new level of creative accomplishment. Enhances the navigation experience of retargeted display ads," one judge said.
Honorable mention: EyeWonder's Client Testimonials Campaign
ClickZ Marketing Excellence Award
Winner: Stefan Pollard, ClickZ Experts columnist
This award is being given posthumously to e-mail deliverability expert Stefan Pollard, a ClickZ columnist from 2006 to 2010. Stefan, who died in May 2010, was a champion of best practices and selflessly gave his time to others.
Connected Marketing Innovation Award
The editorial team elected not to name a winner this year in this category. None of the entries demonstrated the level of excellence expected by ClickZ-SEW editors.
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Category |
Winner |
Honorable mention(s) |
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Excellence in Connected Marketing |
Indianapolis Symphony Orchestra |
Bermuda Ministry of Tourism |
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Best Use of Search Marketing |
Reebok |
Streeter Place |
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Best Use of Social Media Marketing |
Next To Normal - An Original Musical |
Deb Shops' Model Search |
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Best Use of E-mail Marketing |
National Hockey League |
Chick-fil-A's Enhanced E-mail Program |
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Best Use of Mobile Marketing |
OpenTable |
Kmart Protégé Campaign |
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Best Use of Online Video for Marketing |
Ginger Software |
Neighborhood Assistance Corporation of America's Save the Dream Tour |
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Best Use of Display Advertising |
Boden |
EyeWonder's Client Testimonials Campaign |
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ClickZ Marketing Excellence Award |
Stefan Pollard, ClickZ Experts columnist |
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Connected Marketing Innovation Award |
The editorial team elected not to name a winner this year in this category. |
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2009 Winners:
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Category |
Winner |
Finalists |
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Ad Management |
VideoEgg's AdFrames platform |
Dapper's Dynamic Ads |
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Analytics Platform |
Perceptions's 4Q |
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E-mail Marketing Tool |
BlueHornet eMarketing Suite |
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Mobile Marketing Tool |
TextMe |
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Search Ad Management |
Acquisio Search |
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Social Media Marketing Platform or Tool |
Firstgiving.com |
2008 Winners:
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Category |
Winner |
Finalists |
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Ad Management |
Atlas Solutions |
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Analytics Platform |
Google Analytics |
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Mobile Marketing Tool |
BluFi from TELiBrahma |
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Search Ad Management |
Acronym Media |
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Social Media Marketing Platform or Tool |
Clearspring Technologies |
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Video Ad Format or Platform |
Acudeo by Tremor Media |
2007 Winners:
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Category |
Winner |
Finalists |
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Innovation of the Decade |
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AJAX |
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Persons of the Decade |
Larry Page and Sergey Brin |
Dave Morgan, TACODA |
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CAN-SPAM legislation |
Goodmail (e-mail reputation intelligence) |
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Search |
Google (overall) |
Microsoft adCenter |
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Video |
YouTube |
Brightcove |
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Behavioral Targeting |
TACODA |
Claria |
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Web Metrics |
Omniture |
ClickTracks |
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Mobile |
iPhone |
Enpocket |
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Media |
IAB ad standards |
Enpocket |
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Ad Serving |
DoubleClick |
Enpocket |
2006 Winners:
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Category |
Winner |
Finalists |
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Marketing Innovation of the Year |
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E-Mail Innovation of the Year |
CertifiedEmail (Goodmail) |
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Best Ad-Serving Software/ASP |
BlueHornet |
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Best Behavioral Targeting: Media Planning Technology/Product |
AlmondNET |
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Best Behavioral Targeting: Optimization Technology/Product |
DART Adapt (DoubleClick) |
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Best Behavioral Targeting: Personalization Technology/Product |
Kefta Dynamic Targeting |
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Best ASP E-Mail Software |
EmailLabs |
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Best E-Mail Service Bureau |
DREAM (Epsilon) |
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Best E-Newsletter Product/Service |
Lyris ListManager |
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Best Deliverability Product/Service |
Habeas Email Monitor |
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Best Web Site Analytics Tool |
Site Catalyst 13 (Omniture) |
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Best Enterprise Analytics Tool |
Analytix MI (BlackFoot Inc.) |
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Best SEM Vendor |
Maestro (Did-it.com) |
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Best Shopping Search Engine |
Frucall |
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Best Advertising Network |
Revenue Science |
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Best B2C Campaign |
Resolution: Organization (T3 for J.C. Penney) |
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Best B2B Newsletter |
Water Online (Vert Markets) |
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Best B2C Newsletter |
Harbour Living Weekly |
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Best Business/Marketing Blog |
email days |
2005 Winners:
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Category |
Winner |
Finalists |
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Marketing Innovation of the Year |
Subservient Chicken (Crispin, Porter + Bogusky for Burger King) |
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Best Ad-Server |
Atlas (aQuantive) |
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Best Behavioral Targeting Technology/Product |
Insight ACT (24/7 Real Media) |
Claria |
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Best Rich or Streaming Media Technology/Product |
Full Video Banner Ad Format (EyeWonder) |
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Best Optimization Technology/Product |
icrossing |
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Best ASP E-Mail Software |
IMN |
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Best E-Mail Service Bureau |
Pivotal Veracity |
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Best Deliverability Product/Service |
EmailLabs |
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Best Web Site Analytics Tool |
Omniture SiteCatalyst |
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Best Small Business Analytics Tool |
Blackfoot Inc. |
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Best Enterprise Analytics Tool |
Coremetrics |
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Best SEM Vendor |
iCrossing |
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Best Advertising Network |
Advertising.com |
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Best Business/Marketing Blog |
John Batelle's Searchblog |
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Best B2B Campaign |
CIO Strategy Center (Studio One Networks) |
AMD In the Enterprise |
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Best B2C Campaign |
Subservient Chicken (Crispin, Porter + Bogusky for Burger King) |
Big Story (T3) |
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Best B2B E-Newsletter |
Intevation Report (EmailLabs) |
BAMD Opteron Solutions |
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Best B2C E-Newsletter |
JC Penney (T3) |
hpshopping.com |
2004 Winners:
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Category |
Winner |
Finalists |
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Marketing Innovation of the Year |
National Do-Not-Call Registry (Federal Trade Commission) |
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E-Mail Innovation of the Year |
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Best Ad-Serving Software Solution |
DART for Advertisers (DoubleClick) |
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Best Behavioral Targeting Technology/Product |
Boomerang (DoubleClick) |
Poindexter POE |
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Best Optimization Technology/Product |
IQMarketing (IQ Advantage) |
Poindexter POE |
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Best Rich or Streaming Media Technology/Product |
DART Motif (DoubleClick) |
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Best ASP E-Mail Software |
EmailLabs |
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Best E-Mail Service Bureau |
Accucast (Socketware) |
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Best Anti-Spam Technology, Product, or Initiative |
Cloudmark SpamNet |
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Best Deliverability Product or Service |
Accucast Filter Advisor (Socketware) |
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Best Web Site Analytics Tool |
WebTrends (NetIQ) |
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Best Small Business Analytics Tool |
HitBox Professional |
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Best Enterprise Analytics Tool |
WebTrends (NetIQ) |
SageMetrics |
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Best SEM Vendor |
Oneupweb |
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Best Paid Inclusion Program |
Google AdSense |
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Best Shopping Search Engine |
Froogle (Google) |
BizRate.com |
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Best Advertising Network (tie) |
Fastclick |
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Best B2B Campaign |
AT&T Corporation (Young & Rubicam) |
Enhance Interactive |
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Best B2C Campaign |
The Absolut Company (TEQUILA Agency) |
Murphy's Challenge (Murphy's/Enpocket) |
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Best Branding Campaign |
Doritos DJ (Nobox) |
U.S. Department of Treasury $20 Bill (PointRoll and Marsteller) |
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Best Business/Marketing Blog |
Seth's Blog (Seth Godin) |
Search Engine Lowdown |
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Best B2B E-Newsletter |
eNews for Oxford Employer Groups |
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Best B2C E-Newsletter |
Wink ;) (Nobox) |
HPshopping.com E-Newsletter |
2003 Winners:
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Category |
Winner |
Finalists |
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Product of the Year |
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E-Mail Innovation of the Year |
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Best Ad-Serving Software Solution |
MOJO Adserver (Mediaplex) |
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Best Media Planning Technology/Product |
MarketingPilot R4 |
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Best Optimization Technology/Product |
AdLearn (Advertising.com) |
Audience Management System 1.1 (Tacoda Systems) |
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Best Rich or Streaming Media Technology/Product |
Eyeblaster |
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Best Creative Application/Technology |
MyOnlineForms (Net-O) |
Tinderbox (Eastgate Systems) |
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Best ASP E-Mail Software |
Accelerator (Accucast) |
CoolerEmail |
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Best E-Mail Service Bureau |
Digital Impact |
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Best Anti-Spam Technology, Product, or Initiative |
Habeas |
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Best E-Newsletter Product or Service |
Constant Contact (Roving) |
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Best Web Site Analytics Tool |
WebTrends Live |
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Best SEM Vendor |
Zephoria |
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Best Paid Search Program |
Inktomi Search Submit |
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Best Publisher Media Innovation |
Surround Sessions (The New York Times) |
iVillage (first publisher to ban pop-up ads) |
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Best B2B Campaign |
Microsoft Licensing: Upgrade Advantage (Nobox) |
TribeWire (Tribesoft) |
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Best B2C Campaign |
Rhinocort Aqua (United Virtualities/NetPlus Marketing) |
Toll Brothers Luxury Homes (NetPlus Marketing) |
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Best E-Mail Campaign |
Holiday Advergame Puzzle (E-marcom) |
Channel 4's Masters of Darkness (20:20promo) |
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Best E-Newsletter |
U.S. Olympic Team Gold Medal Pass |
Café Campesino Fair Grounds |
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Best Branding Campaign |
Florida Department of Citrus (Click Here/Richards Interactive) |
Clarinex (i-frontier) |
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