Best Use of Facebook in a Campaign
With more than 500 million users, and a “like” button on millions of web pages, Facebook is a must for marketers. This award honors the most successful use of Facebook in a marketing campaign-- the best campaign-specific pages, Facebook integrations, games, or promotions, that produced the most effecive results.
Winner
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HBO’s True Blood “Immortalize Yourself” Facebook Application
Produced by: Definition 6
HBO tasked Definition 6 to create a unique promotional event for the Season Four Premiere of “True Blood.” They wanted to reward their loyal fan-base with previews and teaser content for the upcoming season. Thus, we created the “Immortalize Yourself” Facebook Application. With an original script, HBO enabled its Facebook fans to insert themselves and friends in a video to ...
Browse Entries
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Visit Salt Lake
Produced by: Likeable Media
Visit Salt Lake and its members provide assistance to convention and meeting planners, tourism professionals, media, and visitors. Each year, more than one million visitors use our Salt Lake Visitor Information Center, our web site, and our social networks to obtain information about Salt Lake and area businesses and services. • Position Salt Lake as a premier Winter tourist destination ...
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VH-1 Tough Love: Ditch or Date
Produced by: VH-1
On the VH1 reality series “Tough Love”, the show’s host Steve Ward attempts to help a group of eight single women finds "the one" by scrutinizing their nasty dating habits and submerging them into the dating pool. To promote the new season of “Tough Love”, drive viewers to the show and connect with fans in a new way, VH1 ...
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VH-1 Single Ladies: Single & Liking It
Produced by: VH-1
“Single Ladies” is a modern, sexy series set in Atlanta that explores the lives of three different women and their varying approaches to relationships. To promote the premiere of the show and engage viewers with the characters, VH1 aimed to reach its viewers via social interaction. Taking advantage of the network’s existing social media presence, VH1 created the Single ...
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Dirty Dancing Romance Resort
Produced by: Lionsgate Films
2012 marks the 25th Anniversary of Dirty Dancing. The Dirty Dancing phenomenon holds a captive audience in the social media world with over 12 million Facebook Fans! Baby or Johnny never sent a tweet or friend request, however we do think they would be "Facebook Official" in their relationship status. Now, 25 years later the love lives on with the ...
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HBO: Game of Thrones - Facebook
Produced by: HBO
In January 2011, HBO began to harness the power of Facebook with the launch of the official Game of Thrones page to spread the word about the new TV series. This was part of a multi-phased social media strategy designed to win over existing fans and gain new ones by breaking the stereotypes of typical fantasy fare and reinforcing HBO’s ...
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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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Doug the Puppet
Produced by: Ford Motor Company, Team Detroit and Buddy Media
In an effort to broaden the company’s reach to a new and younger audience for the release of the 2012 Ford Focus, Ford and Team Detroit partnered with Hollywood directors Paul Feig (Bridesmaids) and Rob Cohen (The Simpsons). Each video featured the opposite of what would be expected from Ford: an Orange Spokespuppet named Doug. Doug was teamed up ...
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Kirkland's Cha-Ching! Campaign
Produced by: redpepper
The Cha-Ching! campaign was designed to grow the Facebook "likes" on the Kirkland's page and turn our fans into brand evangelists. We used a cash-based incentive, a custom Facebook game with swappable daily prizes and shopping badges (or coupons) to reward fans for playing repeatedly. We also leveraged Facebook ads to drive new customers to the Kirkland's page and emailed ...
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American Airlines Customers Fly for the Cure on Facebook During Breast Cancer Awareness Month
Produced by: Weber Shandwick
In 2008, American Airlines became Susan G. Komen for the Cure’s® first Lifetime Promise Partner, pledging to raise $1 million annually for eight years to fund the American Airlines Promise Grant. In 2011, to honor National Breast Cancer Awareness Month, American Airlines changed its color scheme to Komen’s signature pink & urged customers to “Fly for the Cure.” As part ...
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Coca-Cola Summer 125
Produced by: Engauge
My Coke Rewards (MCR) is one of the nation’s largest loyalty programs. Coca-Cola Summer is a major initiative for the Coke brand. We celebrated the 125th Coca-Cola summer by creating a fun and rewarding experience for My Coke Rewards fans — giving them the VIP treatment. My Coke Rewards Coca-Cola Summer Program Objectives: • Create a campaign for My ...
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Doug, the Orange Spokespuppet
Produced by: Team Detroit
Our challenge was to assimilate our target’s internet culture in the hopes of starting a conversation with them about the all-new Ford Focus. We enlisted directors Paul Feig of "Bridesmaids" and "The Office" as well as Rob Cohen of "The Simpsons" to help us create entraining content our target would find engaging. Each video featured the opposite of what you’d ...
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Storage Wars S2: Facebook Fan Page
Produced by: A&E Television Networks
Facebook communities have become increasingly important to the network as they give A&E shows’ most dedicated fans a virtual water cooler to gather around and talk about the show, and ultimately create a destination for fans to become virtual brand ambassadors. The social chatter ripples out to the communities, generates recruitment and creates a demand to watch programs in real ...
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Nickelodeon's 'Kids' Choice Awards 2011'
Produced by: Nickelodeon
The 2011 Kids’ Choice Awards were about letting our audience’s voice be heard and allowing true interaction and participation. By creating an amazing voting experience on Facebook that gamified voting with Nickelodeon’s iconic SLIME, giving fans the chance to broadcast their images on our digital Times Square billboard, and more - we made experiences that were original, engaging and just ...
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Carnival Cruise Lines Launches New Cruise Ship on Facebook
Produced by: Carnival Cruise Lines and Buddy Media
Carnival Cruise Lines partnered with Buddy Media to launch a Facebook presence for its newest cruise ship, the Carnival Magic, as part of a three phase, year-long campaign to create different experiences around the ship, crew and itineraries. Phase one, "Meet the Crew," was the first time a cruise line showcased their crew on Facebook & informed guests who would ...
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Passport America
Produced by: Nobox
Passport America was a social marketing campaign to grow Copa Airlines' Facebook fan base, generate massive brand awareness & increase ticket sales on its web site, featuring the prize draw of a lifetime: a Grand Prize consisting of round trip airfare for the winner and a guest to each of Copa's 59 destinations. To enter, people registered through Facebook Connect. ...
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Secret Mean Stinks
Produced by: imc2
For teen girls worldwide, bullying isn’t a buzzword. It’s real. So why are girls mean to other girls? Secret, a brand whose purpose is to make women more fearless, asked that question and decided to make a difference. Secret came to imc² to create a social experience for its program called "Secret Mean Stinks": a statement of activism encouraging an ...
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"Aim High" - Warner Bros. Entertainment Produces First Social Series
Produced by: Warner Bros. Digital Distribution
In October 2011, Warner Bros. Digital Distribution (WBDD) announced the debut of the first-ever Facebook social series created by a Hollywood studio. By opting into the application on the series’ Facebook page, consumers were allowed to become part of the show by seamlessly integrating their profile information - including photos, text and their friends. “Aim High,” an action comedy ...
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The Glee Project Bing Fan Favorite
Produced by: NBC Universal/Oxygen Media
To engage our target audience of social media savvy young women, Oxygen created a season-long, multi-platform competition that drove fans to vote for their favorite contender from "The Glee Project". The winning contender received a $10,000 prize and fans were rewarded with a special performance by the winner. The promotion was sponsored by Bing. Fans were able to vote ...
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Fido Casting Call
Produced by: Rogers Communications
The Fido Casting Call contest was officially launched on October 6, 2011. This search for the next four-legged star to appear in a Fido ad lasted 6 weeks and took place across Canada. The contest invited dog owners to create a “Casting Sheet” for their dog that they could obtain through a microsite or a tab on the company’s Facebook ...
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Mystery Miles: More Than 230,000 Take Flight on Facebook With The AAdvantage Program
Produced by: Weber Shandwick
SITUATION ANALYSIS In early 2011, the American Airlines AAdvantage marketing team approached Weber Shandwick about launching dedicated Facebook and Twitter social media channels for their AAdvantage loyalty program. Recognizing AAdvantage’s built-in audience of advocates, strong brand and inherent opportunity within the social space, AAdvantage was deemed a “nobrainer” for social media. As the first domestic airline to launch dedicated social ...
