Best Media Integrated Ad Campaign

From breaking news coverage to political commentary and personal stories, citizen journalists’ contributions have shaped iReport into a powerful news-gathering tool that helps CNN cover the news in new and meaningful ways. The CNN iReport Awards identified and acknowledged the most compelling examples of iReports filed in 2011 and rewarded iReporters for creating stories that are personal, provocative, creative, well produced and above all newsworthy. The microsite allowed users to watch nominated iReports, meet the judges, and vote for the iReport that they thought was the most compelling for the Community Choice Award.

The objectives of the campaign were to:
-Build awareness and extend the definition of iReport beyond breaking news coverage.
-Educate consumers about the Awards and drive long-term participation in iReport.
-Reward participation by recognizing the best iReports in multiple categories.
-Strengthen iReport’s reputation as the leader in citizen journalism.


The target audience was:
-General CNN.com audience, contributing iReporters, citizen journalists and aspiring journalists.

Contributors:

Marketing Manager, CNN Digital Marketing:	Nnedike Ugoji
Senior Producer, CNN iReport:	Katie Hawkins-Gaar
Community Manager, CNN iReport:	David Williams
Senior Designer, CNN Digital:	Ryan Kimball
Senior User Experience Designer, CNN Digital:	Sophia Voychehovski
SVP, CNN Marketing :	Lynn Brindell
Senior Interactive Producer, and company:	Rachel Waltz
Assistant Marketing Manager, CNN Digital Marketing:	Kimberly Jones
Senior Marketing Manager, CNN Digital Marketing:	Julie Aguis
Executive Creative Director, CNN Digital:	Marisa Gallagher

CNN

Location: USA

About the Agency:

CNN Worldwide, a division of Turner Broadcasting System, Inc., a Time Warner Company, is the most trusted source for news and information. Its reach extends to nine cable and satellite television networks; one private place-based network; two radio networks; wireless devices around the world; CNN Digital Network, the No. 1 network of news Web sites in the United States; CNN Newsource, the world’s most extensively-syndicated news service; and strategic international partnerships within both television and the digital media.