The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

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RICE KRISPIES - FATHER'S DAY

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Best Food Industry Rich Media Online Ad

This unit features an adorable video clip (that just happened to be captured between takes of a TV commercial) in which a little girl tells her dad that Pop is the most handsome of the three Rice Krispies elves. So we asked users to tell us which character the dad in their life looks most like. The chosen character and the video could then be shared via Facebook or Twitter. This unit ran just before Fatherís Day on social gaming sites, where women are the fastest growing set of users. Those playing games such as Farmville or Sims could interact with the ad to earn gaming credits and keep their gameplay going longer.

Note: Video produced by Leo Burnett.

Contributors:

Leo Burnett: Video concept and content

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Location: USA