Best Advertising Rich Media Online Campaign

Rally women around the Olympics by focusing on the personal stories of the athletes: how they got to where they are and their beauty/style secrets at home and at competition. The team created "GoldGetters": a seven-week campaign blanketing our brands—including Allure, Condé Nast Traveler, Glamour, Self, Vogue and W—with custom print, digital and video extensions. Through our campaign, "Force of Fierce" Lindsey Vonn was a beacon of girl power for beauty giant P&G, as well as remaining front and center of the Olympics as an correspondent, despite her withdrawal from the games. Tutorials detailed how to get Lindsey Vonn's fierce day and evening looks, and a beauty challenge encouraged women to share their winning look for the chance to win a ski getaway. The integrated program stemmed from print spreads shot by renowned American photographer Mark Seliger, whose signature portraits provided a stoic visual for the digital media components of the campaign. These elements include:
Custom Video
Custom Digital Hub featuring video and Beauty Challenge Sweepstakes
Sponsorship of Glamour.com Olympic content hub
Like Lindsey's looks? Two print spreads drove readers online to a custom "GoldGetters" microsite (pggoldgetters.com), where they can watch tutorials detailing Lindsey's extreme degrees of beauty: red-carpet glam and everyday looks. The site also features candid interviews with Lindsey and Ashley (Lindsey dishes on her fearless mentality on the slopes and about getting back up again; and did you know Ashley does her own makeup for competitions?), a beauty challenge sweepstakes asking women to show us their "game face" for the chance to win a ski vacation, and a corresponding user-generated photo gallery.

To take "GoldGetters" to the winner's podium and help consumers interact with the content and, in turn, P&G brands, the team created an array of digital units. Along with traffic drivers promoting the microsite, a polling unit generates real-time fan stats; Condé Nast's exclusive C3 unit contains Olympic-themed articles, video, and a product gallery; and a 300x600 expandable unit showcases all the videos, sweepstakes, and shoppable P&G product gallery.

Last but certainly not least, P&G claimed sole sponsorship of Glamour.com's online hub for Olympic coverage, which will have the latest in style and beauty from Sochi as well as a look back at past Olympic moments, and more.

Contributors:

Project Management:	Naomi Glyn, Lisa Hope, Gabrielle Nicoletti
Executive Director, Creative Strategy:	Michelle Cardone
Senior Art Director:	Will Hadley
Copy:	Kathryn Casey, Cristina Cala
Designers:	Luree Lee, Chelsea Ness
Multimedia Development:	Tanvir Hairder, Frederic Gontier, Matthew Homeijer, Brendan McNerney
Senior Backend Developer:	Nicholas Frees
Senior Technology Manager:	Amanda Berkowitz
Analyst:	Aksana Kuzmichova
Production Director:	Judy Anekal

CONDE NAST MARKETING SOLUTIONS

Location: USA