CTAM's Mark Awards For Marketing Excellence
Congratulations to the 2010 Mark Awards winners.
The Mark Awards is the premier competition for recognizing marketing excellence in cable and broadband, honoring outstanding achievements in strategic marketing, and spotlighting the creators of the work.
The Mark Awards recognize excellence in cable and content marketing, and this year CTAM members chose a total of 202 winners – 61 gold, 82 silver and 59 bronze.
Among all content providers, Showtime Networks, Inc. received the most awards, winning a total of 33 Mark Awards. HBO followed with 31. Notably, National Geographic Channel won the most awards for a single, basic cable network with 17—besting their own record of 16 set in 2009.
Cox Communications won the most Mark Awards among cable companies with 15, followed by Comcast with seven.
CTAM President and CEO Char Beales presented HBO with the “Top of the Mark Award” for its “Hacking Reality Campaign.” This marketing blitzkrieg “hacked reality,” blurred the lines between fiction and real life, and generated buzz for the True Blood series and the brand. The media tactics ranged from faux blogs to advertorials featuring fanged celebrities, and culminated at Comic Con with the debut of the official True Blood beverage: blood orange soda. The result was a 62 percent increase in viewership from season one to season two.
In addition, Beales handed out CTAM’s inaugural “Most Innovative” award to HBO for its marketing of Imagine. This integrated, multiplatform campaign themed “It’s more than you imagined” was a stellar approach to building brand identity and audience engagement. The effort drove hundreds of thousands of unique visitors to the campaign website with 70 percent recommending it to friends.