Best Use of Social Media for a Consumer Product or Service
If Don Draper were alive today, he’d surely have “social media” in his job title and be pitching big ideas to brands on how to insert themselves into the conversation on the real-time web. This award honors marketing campaigns that have best integrated Twitter, Facebook, or other social media in a creative and meaningful way to successfully launch or promote a consumer product or service.
Winner
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Dentyne Safe Breath Alliance
Produced by: 360i & McCann Erickson
In 2011, Dentyne set out to ramp up sales and increase market share. To achieve this, the brand launched a faux-PSA campaign around the message of “Practicing Safe Breath.” The campaign yielded a 1,000% increase in Facebook fans in less than a year and more than 820K interactions (likes, comments, shares, etc.). Dentyne’s Facebook posts generated 2X as many comments ...
Browse Entries
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RT Awesomeness
Produced by: Pepsi and Deep Focus
Following @Pepsi is like following that culturally aware, vociferous yet not too snarky friend who’s musing you often retweet, LOL at, and give mad props to because you really DO want to discuss whether or not CD’s should just be used as coasters now.To all of the meme addicts, music fiends and pop culture junkies: you’ve met your match! ...
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HBO Go
Produced by: HBO
With the launch of HBO GO, HBO expanded beyond traditional TV viewing formats to offer consumers more ways to engage with its unparalleled programming. The HBO GO mobile app, available on Apple’s iPad, iPhone and iPod Touch and Android smartphones, gave users instant access to HBO programming on their mobile devices, wherever and whenever they wanted. With a product that ...
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Unlock The New Ford Mustang
Produced by: Ford Motor Company, Team Detroit and Buddy Media
In November 2011, in honor of the highly anticipated debut of the never-before-seen 2013 Ford Mustang, Ford and Team Detroit turned to Facebook with the hope to generate increased buzz and excitement for the release.
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The Adrenalist, Degree Men
Produced by: Weber Shandwick
To increase awareness and engagement with a target audience in the space between campaigns, Unilever established an owned digital platform to produce an always-on presence and leverage partnerships. The Adrenalist delivers relevant and authoritative content to drive conversation and interaction with the brand, increasing brand awareness and building equity from campaign to campaign. • Builds a relationship ...
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Jimmy Dean Launches No Kid Hungry Initiative at BlogHer ‘11
Produced by: MWW Group
Focused on elevating its online presence to drive awareness of the new CSR partnership with No Kid Hungry, Jimmy Dean and MWW Group teamed to harness BlogHer as an opportunity to launch their new initiative. Jimmy Dean targeted the 2011 BlogHer conference, the largest conference for female bloggers in the US. The brand utilized the conference as a platform ...
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Breaking Through the Noise at SXSW with Nikon
Produced by: MWW Group
Nikon, a global leader in digital imaging, sought to create brand and product awareness among the creative and influential attendees of the 2011 South By Southwest (SXSW) Interactive, Film and Music conference and festival. In order to do this and stand out among the many brands competing for attention at SXSW, MWW Group worked with Nikon’s agency partners to create ...
