Social Media Marketing Awards: McGraw-Hill Cos.' 'Aviation Week'

Mobile: Winner

Program: Paris Air Show app

Why we liked it: The Paris Air Show is the world's leading aerospace and defense event, attracting more than 150,000 trade visitors and 200,000 members of the general public. It was a perfect place for Aviation Week to showcase a new mobile app that built upon the show guide the publisher had long produced. The app featured photos, statistics, a city guide and site map that had previously been featured in print, but added such features as a map of the Air Show grounds, searchable exhibitor listings, headlines from news and social channels and a guide to local attractions through an exclusive partnership with the French Tourism Board. The app was a hit, registering 5,000 downloads and helping drive an increase of almost 200% in traffic to Aviation Week's mobile site. More than a dozen bloggers raved about the quality of the app, and the publication's Facebook and LinkedIn groups enjoyed an uptick in activity. On top of that, the program was profitable thanks to sponsorship by Airbus.