Best Use of Social Media In Real Life (IRL)

Archived from the 5th Annual Shorty Awards

Winners

Temple University "Temple Made" Campaign

Produced by: Neiman

Higher ed marketing is always a challenge with a myriad of different audiences and messages. For Temple University, we created a campaign that united admissions, advancement, athletics, and more under one simple idea: Temple Made. By drawing inspiration from Temple's hardworking history, positioning a gritty urban location as an advantage, and being real with our audience, we made an entire community proud. We asked the Temple community to tag Instagram photos with #TempleMade. Then, we created custom software that allowed us to showcase all the photos online, in print, billboards, TV, and more. https://dl.dropbox.com/u/39153771/TempleMade_Instagram_CaseStudy.pdf When Temple wasn’t happy with the cookie cutter ideas and solutions their higher ed agency was bringing them, they reached out to us for help. We created a new campaign for Temple’s undergraduate admissions website that demonstrates what it means to be a Temple student, that stands out in the sea of sameness that is higher ed marketing. The centerpiece is a website that does not rely on that stereotypical shot of ethnically diverse friends studying under a tree. Instead, we tapped into the Instagram API and pulled photos that showed real campus life and what it really means to be a Temple student (and whatever major they’re interested in, from the Arts to Business). We added video testimonials, hosted on YouTube, that allow students to talk about what Temple Made means to them personally. We also tapped into LinkedIn so that students could connect with Alumni. It’s one of the first websites in the higher ed space to be deemed as user-generated, by students, for students. A campus launch event generated enough social activity to propel Temple Made to trending status, with a tweet every 6 seconds. News programs and alumni nationwide took notice. And web traffic from prospective students jumped 36% just one month into the campaign. #TempleMade has been fully embraced by the Temple University community as a rallying cry. The Instagram count has reached 7,000 and continues to climb, and on Twitter it's nearly a real-time feed. Temple Made has provided a way for the next generation of Temple students to filter through the clutter and get a real glimpse of how special the Temple community is. Temple Made was designed for Millennials, but its impact reaches farther. It connects student to student. Alumni to alumni. Local community to the world.

Finalists

Stanley Piano

Produced by: Digital Kitchen

What if a player piano could take requests? In the hacker/maker spirit of Digital Kitchen, our team re-imagined a forgotten technology as a simple interactive experience that connects people and music and in new way. Meet Stanley. The world's first instrument to have a real life conversation with its audience and field its own song requests via Twitter (@StanleyPiano).Stanley started as a player piano with a simple repertoire found in a box of paper rolls. One thing was for sure: he couldn't play any Kanye. We replaced his piano roll with hardware that enabled each key to be controlled electronically. A USB MIDI interface would send note data to Stanley's hardware, triggering each note to be played. All songs were created from scratch or modified existing MIDI files found online. In some case, the full arrangement (vocals, drums, bass) of each song was transcribed by hand for the piano. To manage social communication (Twitter, live video feeds, crowd interactions, and song requests), The team at DK built a custom tool called STANFORD. This tool supports simultaneous multi-user control—each person working behind the scenes can work in tandem without having to worry about overlap. The perfect debut show presented itself on the street right outside DK Seattle's front door. As a way to support Seattle's independent music scene, Stanley first appeared at the Capitol Hill Block Party ready to play music from the performing indie artists. A video teaser and street posters in the Capitol Hill neighborhood invited folks to meet Stanley in person, and the rest of the world to tune in via live feed. Over the three days of the festival, people danced, laughed, battled, argued, and fell in love with Stanley. Every tweet, crowd interaction and song Stanley played was personalized and authentic, building an emotional connection to his fans. People interacted with Stanley on his Twitter account and over live HTML5 video feed, accessible across all devices.  In the end, Stanley resonated with thousands of people, blogs and news outlets around the world totaling more than 25 million PR impressions. He connected with fans not just as an innovative application of technology, but as genuine personal experience. He still receives song requests to this day. Results: 220,000 website page views. 121,000 views on Vimeo. 14,000 @mentions. 7,000+ people to watch the live stream for lonnger than 30 minutes. 4,500 song requests. 44 blog hits including Wired, Creators Project, Mashable, and Design Taxi. 39 press hits including ABC National News, Huffington Post, and Mail Online. 1 Tweet from @alyssa_milano. ;)

The Great American Bacon Barter

Produced by: 360i

When Oscar Mayer launched their new Butcher Thick Cut bacon, our mission was to raise awareness for the new product and prove they had the thickest, most bad-ass bacon on the market. Since our research showed that there are more online conversations about bacon than about Kanye West, Tom Cruise, and Lady Gaga, our objective was simple: focus all that conversation around Butcher Thick Cut. So, we sent a guy from New York to LA with no cash and no credit cards—just a refrigerated trailer full of Oscar Mayer’s new Butcher Thick Cut bacon to barter for everything he needed along the way. The result was a social media-powered journey where digital techniques harnessed real-world bacon passion to make Oscar Mayer the most talked about bacon brand in America. Oscar Mayer - The Great American Bacon Barter from 360i on Vimeo. Since Josh had to barter his bacon for everything he needed along the way—food, gas, and nightly lodging— his journey was shaped by the people who joined his cause through his @BaconBarter Twitter handle and on BaconBarter.com. Each day, Josh took to Oscar Mayer’s social media communities for new barters – and as people talked, the media took notice. Behind explosive social engagement and thousands of stories in the press, the campaign became a cultural phenomenon, putting Oscar Mayer’s Butcher Thick Cut bacon at the center of the conversation. By the time Josh reached LA, he had physically bartered 2,168 bricks of bacon with over 1,000 bacon-lovers across 3,125 miles. The campaign earned over 335 million earned media impressions, with major media outlets like The New York Times, The Huffington Post, USA Today and NPR covering the journey. Conversations about Oscar Mayer doubled during the campaign, and the brand saw a 41% increase in positive sentiment. Oscar Mayer became America’s most talked about bacon brand, generating more online buzz than its four biggest competitors combined.

Current Entries

Doritos Locos Tacos Live Tweet Billboards

In early 2012, Taco Bell launched the Doritos Locos Tacos and it was clear early on that it would be a huge success. Consumers across the country were professing their love for the product. You have to love something to tweet “it’s like French kissing a unicorn” in reference to the culinary experience of the Doritos Locos Tacos. We set out to make consumers and fans part of the campaign. They relished it. We then began phase two, giving them a digital stage to shout from. We printed real consumer tweets on the product packaging and cups. We then created an augmented reality app that streamed live consumer tweets. To amplify it and let the brand’s social capital celebrate consumers’ love for the product, we gave them a bigger stage. We broadcast consumer tweets on live billboards in Times Square and on Sunset Boulevard. Each tweet on the billboard was photographed and sent to the consumer, which they could share/retweet to further the conversation around the Doritos Locos Tacos.The idea of connecting social media with the live billboards was a first in QSR (Quick Service Restaurant) as it allowed the live billboards to be part of the social conversation. We already had a significant following around the Doritos Locos Tacos, but billboards drove more eyes to Taco Bell, especially as consumers shared their broadcast tweets. This extension of the campaign launch also allowed consumers to engage with the product and brand using several different touch points. Consumers first interacted with the brand in-store which led to their social engagement through the packaging. Consumers interacted with the brand and product digitally as they saw their tweet broadcast on huge billboards in Times Square and Sunset Boulevard. Consumers then re-engaged with Taco Bell through the social space as they shared their broadcast tweets with their friends through various social channels (e.g., Facebook, Twitter, etc.). Taco Bell brought the consumer to the stage to allow them to share their voice which led to continued consumer-heavy buzz around the Doritos Locos Tacos.

A&E Duck Dynasty Virtual Duck Call

Produced by: R/GA

To promote Duck Dynasty, a reality TV series about a Redneck family with a passion for duck hunting, A&E gamified Twitter in the simplest way possible by launching ‘The Virtual Duck Call’ – the first ‘duck hunt’ game on Twitter. To start the game, A&E sent out a #QUACK tweet to the Duck Dynasty Twitter followers. The first person to respond #DUCK, or rather the first duck to respond to our duck call, won one of many prizes offered by A&E. The campaign was supported by a Social Response Lab, where Social Media experts scoured the web for the best and fastest tweeters and rewarded those enthusiastic responders with personalized Duck Dynasty content. ‘The Virtual Duck Call’ started to show its effect right from the start, getting over 21,000 mentions and over 44,000 New Twitter Followers on the launch day alone. But it also helped bring #DUCKDYNASTY under the Top 5 trending topics on Twitter for the first time, and generated more than 4.56 million media impressions in just a few weeks.THE PROBLEM: Duck Dynasty, a TV show about a family of duck-hunting Louisiana Rednecks, needed to find a way to expand its audience and make the upcoming second season the most talked-about show on the Social web. THE IDEA: With the start of the season A&E gamified Twitter in the simplest way possible and launched ‘The Virtual Duck Call’ – the first ‘duck hunt’ game on Twitter. This addictive social game built on the existing Social Media platform Twitter and entertained loyal fans, as well as fans-to-be. HOW IT WORKS: To start the game, A&E sent out a #QUACK tweet to all the Twitter followers of the show. The first person to respond #DUCK, or rather the first duck to respond to our duck call, won one of many prizes offered by A&E. A&E also set-up the Duck Dynasty Social Response Lab, where Social Media experts scoured the web for the best and fastest tweeters and rewarded those enthusiastic responders with personalized Duck Dynasty content. THE RESULTS: The Virtual Duck Call started to show its effect right from the start and garnered over 21,000 mentions and over 44,000 New Twitter Followers on launch day alone. It also helped bring #DUCKDYNASTY under the Top 5 trending topics on Twitter for the first time, and generated more than 4.56 million media impressions for the weeks following the premiere making the show an unprecedented success within its category. Or as Entertainment Weekly more eloquently said, Duck Dynasty “shattered records” beating all of broadcast in the adult demo Wednesday evening.

The Great American Bacon Barter

Produced by: 360i

When Oscar Mayer launched their new Butcher Thick Cut bacon, our mission was to raise awareness for the new product and prove they had the thickest, most bad-ass bacon on the market. Since our research showed that there are more online conversations about bacon than about Kanye West, Tom Cruise, and Lady Gaga, our objective was simple: focus all that conversation around Butcher Thick Cut. So, we sent a guy from New York to LA with no cash and no credit cards—just a refrigerated trailer full of Oscar Mayer’s new Butcher Thick Cut bacon to barter for everything he needed along the way. The result was a social media-powered journey where digital techniques harnessed real-world bacon passion to make Oscar Mayer the most talked about bacon brand in America. Oscar Mayer - The Great American Bacon Barter from 360i on Vimeo. Since Josh had to barter his bacon for everything he needed along the way—food, gas, and nightly lodging— his journey was shaped by the people who joined his cause through his @BaconBarter Twitter handle and on BaconBarter.com. Each day, Josh took to Oscar Mayer’s social media communities for new barters – and as people talked, the media took notice. Behind explosive social engagement and thousands of stories in the press, the campaign became a cultural phenomenon, putting Oscar Mayer’s Butcher Thick Cut bacon at the center of the conversation. By the time Josh reached LA, he had physically bartered 2,168 bricks of bacon with over 1,000 bacon-lovers across 3,125 miles. The campaign earned over 335 million earned media impressions, with major media outlets like The New York Times, The Huffington Post, USA Today and NPR covering the journey. Conversations about Oscar Mayer doubled during the campaign, and the brand saw a 41% increase in positive sentiment. Oscar Mayer became America’s most talked about bacon brand, generating more online buzz than its four biggest competitors combined.

Purina Cat Chow: We are Cat People

Produced by: Resource

Cat owners, by and large, are a misunderstood group. Purina Cat Chow wanted to take a stand for cat owners and to instill a sense of pride in cat ownership. On April 1, 2012, we ran a 60 second spot during the Academy of Country Music awards. It was a spot unlike anything the category had ever seen featuring a diverse group of real cat owners standing up for cat owners across the country, all under the empowering and inclusive theme of “We are Cat People.” The spot ended with a simple call to action for viewers to share their reasons for being a cat person on Twitter using the hashtag #catperson. This resulted in 16 million earned media impressions versus the 13 million paid TV impressions. The brand then live-streamed over 1,800 consumer tweets to a billboard in Times Square. A picture of every tweet on that billboard was tweeted back to the original author. The result? Lots and lots of surprised, happy, re-tweeting, status-updating cat owners. The campaign activated and connected cat owners not just in digital communities but in the real world as well. The commercial ran during the Academy of Country Music Awards and Purina Cat Chow took advantage of Twitter as a “second screen” for people watching the show. The tweets the brand promoted during that time related what viewers were seeing on TV to cat people. Did you know Miranda Lambert is a #catperson too? Cat owners everywhere joined the conversation with their own declarations. To further ignite this newfound sense of pride on the world’s largest stage, the brand live-streamed over 1,800 consumer tweets to a billboard in Times Square. People on the ground in New York City were watching proud cat owners taking a stand for their cats, from their living rooms – and the passerby could actually join in and be a part of it from the sidewalk. If that wasn’t enough, the brand connected the real world back to digital by capturing a photo of each tweet on the billboard and tweeting it back to the authors to give them a glimpse of their moment in Times Square. This campaign used multiple mediums to connect Sunday night TV to a social network, a social network to a live billboard in NYC and the billboard back to the Sunday night living room in a way that resulted in three trending hashtags and an outpouring of pride and passion from cat owners across the country.

Plink

Launched in January Plink is an online-to-offline loyalty program that rewards members for dining and shopping at their favorite national restaurants and offline stores. Plink members create an account at Plink.com, then safely and securely link the credit or debit card of their choice, and begin earning rewards that can be used on Facebook or at Amazon.com, The Gap, Home Depot, iTunes, Nike and Target. Today, nearly 300,000 Plink members can earn Plink Points at 40,000 locations nationwide, including 1-800-FLOWERS.com, 7-Eleven, Arby’s Burger King, Dunkin’ Donuts, InterContinental Hotels Group, Outback Steakhouse, Quiznos, Red Robin, Regal Cinemas and Taco Bell. Plink’s loyalty platform connects social media and online marketing efforts to offline sales.Connecting the online and offline worlds has been a tremendous challenge for marketers, especially brick-and-mortar brands. Plink is changing that through its online-to-offline loyalty program that rewards members for dining & shopping at their favorite national restaurants and offline stores by connecting social media to offline sales. Plink's founding team recognized the challenge of connecting the online and offline worlds after driving multi-million dollar performance-based advertising campaigns in social media for the likes of Netflix, Discover Card and Experian at interactive agency Adperio, where Plink was born, incubated and spun off. Upon acquiring, Plink communicates and motivates members to shop offline leveraging social media as the bridge between the online and offline worlds. Already, Plink has nearly 20,000 people connected to its Facebook page (www.facebook.com/plinkdotcom) where the company regularly holds contests, recognizes members and keeps them up-to-date on the opportunities ahead. Since launching, Plink has added 1-800-FLOWERS.com, Arby's, Burger King and Regal Cinemas to its loyalty program, while, also, expanding the rewards Plink members can earn through a partnership with Tango Card. Plink is a unique, risk-free opportunity for national offline brands to tap into an online base of consumers by motivating them to purchase and reward those members for their loyalty. Since January, nearly 300,000 online consumers have joined Plink. The Plink opportunity recently led to the company raising $3 million in venture capital funding from Grotech Ventures. On average, results have shown that Plink members are spending 65% more per month at partners than they were prior to joining Plink. As an example, earlier this year one of the largest fast food chains in the world joined Plink’s online-to-offline loyalty platform and has experienced robust results. Based upon more than 2 million days of data, Plink member spending at the large fast food chain increased by 77% and transactions or visits jumped 70%. Plink saw the success of rewarding consumers online and took those learnings and applied them to the offline world. More and more, technology is becoming able to track everything we do. And if our behavior can be tracked, it can be motivated and rewarded. By connecting social media efforts to offline sales, Plink's platform is bridging the gap between online consumers and their offline purchases.

Stanley Piano

Produced by: Digital Kitchen

What if a player piano could take requests? In the hacker/maker spirit of Digital Kitchen, our team re-imagined a forgotten technology as a simple interactive experience that connects people and music and in new way. Meet Stanley. The world's first instrument to have a real life conversation with its audience and field its own song requests via Twitter (@StanleyPiano).Stanley started as a player piano with a simple repertoire found in a box of paper rolls. One thing was for sure: he couldn't play any Kanye. We replaced his piano roll with hardware that enabled each key to be controlled electronically. A USB MIDI interface would send note data to Stanley's hardware, triggering each note to be played. All songs were created from scratch or modified existing MIDI files found online. In some case, the full arrangement (vocals, drums, bass) of each song was transcribed by hand for the piano. To manage social communication (Twitter, live video feeds, crowd interactions, and song requests), The team at DK built a custom tool called STANFORD. This tool supports simultaneous multi-user control—each person working behind the scenes can work in tandem without having to worry about overlap. The perfect debut show presented itself on the street right outside DK Seattle's front door. As a way to support Seattle's independent music scene, Stanley first appeared at the Capitol Hill Block Party ready to play music from the performing indie artists. A video teaser and street posters in the Capitol Hill neighborhood invited folks to meet Stanley in person, and the rest of the world to tune in via live feed. Over the three days of the festival, people danced, laughed, battled, argued, and fell in love with Stanley. Every tweet, crowd interaction and song Stanley played was personalized and authentic, building an emotional connection to his fans. People interacted with Stanley on his Twitter account and over live HTML5 video feed, accessible across all devices.  In the end, Stanley resonated with thousands of people, blogs and news outlets around the world totaling more than 25 million PR impressions. He connected with fans not just as an innovative application of technology, but as genuine personal experience. He still receives song requests to this day. Results: 220,000 website page views. 121,000 views on Vimeo. 14,000 @mentions. 7,000+ people to watch the live stream for lonnger than 30 minutes. 4,500 song requests. 44 blog hits including Wired, Creators Project, Mashable, and Design Taxi. 39 press hits including ABC National News, Huffington Post, and Mail Online. 1 Tweet from @alyssa_milano. ;)

Extra Space Storage Lounge

In early 2012, Extra Space Storage brought organization to the masses at the annual BlissDom blogger conference in Nashville, TN. After years of successful promotions and community engagement through Twitter, Facebook, YouTube, Google+, and Pinterest, it was time to take social media to the next level: the real world. A team of Extra Space Storage representatives provided 100 bloggers with free boxes to ship home 15 pounds of the freebies and gift bags they had collected at the conference. All items were packed with care by the Extra Space Storage crew and shipped to the bloggers’ homes free of charge. While at the Lounge, attendees could rest up and relax while learning about how they could join the Extra Space Storage Blogger Program before enjoying the rest of the conference. The promotion was such a success that for BlissDom 2013, the conference organizers have created a new "Shipping Sponsorship" category inspired by the innovation of the Extra Space Storage Lounge.The Extra Space Storage Lounge created an entirely new type of sponsorship at BlissDom. The relationships fostered at the conference established a network of bloggers that continues to grow today and will be launched to the next level at BlissDom 2013, where Extra Space Storage will offer 150 bloggers a chance to ship their belongings home and further grow the blogger network. Breaking new ground, the Extra Space Storage Lounge was one of the leading topics of conversation associated with the #BlissDom hashtag in 2012, and generated qualified leads for the storage giant. As a company devoted to offering public storage to its customers with the friendliest staff and best-in-class customer service, Extra Space Storage continues to provide a helping hand to all who interact with them, whether it be those who need public storage, or bloggers who simply need a way to ship their belongings home.

Holiday Cheer Tracker

Produced by: Neiman

Without fail, the holidays end up being one of the most stressful times of the year. Amidst the hustle and bustle, it's easy to lose the spirit of the season. And that's why we built the Cheer Tracker. To give busy Philadelphians a physical reminder of all the holiday happiness being shared around the globe. Luckily, we had the perfect platform. Our Philadelphia office windows overlook one of the busiest shopping districts in the city. A great opportunity to put smiles on the faces of people passing by. Cheer Tracker appeared to be a standard holiday window display, three Christmas trees with lights. The difference was, our trees would blink whenever someone in the world said merry, joy or cheer on Twitter. We were able to visualize goodwill on a global scale, for all to see. Digital to physical While it seems like an abstract idea, Cheer Tracker actually allowed us to capture and display the sentiment of an entire planet. Innovative technology The Neiman Labs team wanted to utilize the Belkin WeMo for this project. Unfortunately, we needed to develop a workaround for our idea to come to life. Using Perl's universal plug & play library, we communicated with our WeMo devices directly over a local WiFi connection without delay, rather than completing the IFFT loop. This provided us with the ability to send an instant signal and blink our trees in real time. Results Tracking began on December 7th and concluded on January 1st. Our initial goal was to capture a million expressions of holiday happiness, but we hit that in the first week alone. From there, the numbers continued to rise. Cheer Tracker captured 6,561,469 tweets worldwide and allowed us to put smiles on the faces of people passing by.

Temple University "Temple Made" Campaign

Produced by: Neiman

Higher ed marketing is always a challenge with a myriad of different audiences and messages. For Temple University, we created a campaign that united admissions, advancement, athletics, and more under one simple idea: Temple Made. By drawing inspiration from Temple's hardworking history, positioning a gritty urban location as an advantage, and being real with our audience, we made an entire community proud. We asked the Temple community to tag Instagram photos with #TempleMade. Then, we created custom software that allowed us to showcase all the photos online, in print, billboards, TV, and more. https://dl.dropbox.com/u/39153771/TempleMade_Instagram_CaseStudy.pdf When Temple wasn’t happy with the cookie cutter ideas and solutions their higher ed agency was bringing them, they reached out to us for help. We created a new campaign for Temple’s undergraduate admissions website that demonstrates what it means to be a Temple student, that stands out in the sea of sameness that is higher ed marketing. The centerpiece is a website that does not rely on that stereotypical shot of ethnically diverse friends studying under a tree. Instead, we tapped into the Instagram API and pulled photos that showed real campus life and what it really means to be a Temple student (and whatever major they’re interested in, from the Arts to Business). We added video testimonials, hosted on YouTube, that allow students to talk about what Temple Made means to them personally. We also tapped into LinkedIn so that students could connect with Alumni. It’s one of the first websites in the higher ed space to be deemed as user-generated, by students, for students. A campus launch event generated enough social activity to propel Temple Made to trending status, with a tweet every 6 seconds. News programs and alumni nationwide took notice. And web traffic from prospective students jumped 36% just one month into the campaign. #TempleMade has been fully embraced by the Temple University community as a rallying cry. The Instagram count has reached 7,000 and continues to climb, and on Twitter it's nearly a real-time feed. Temple Made has provided a way for the next generation of Temple students to filter through the clutter and get a real glimpse of how special the Temple community is. Temple Made was designed for Millennials, but its impact reaches farther. It connects student to student. Alumni to alumni. Local community to the world.

Nickelodeon's Teenage Mutant Ninja Turtles: TURTLES VS. FOOT

Produced by: Nickelodeon's Teenage Mutant Ninja Turtles

This September, Nickelodeon re-launched the iconic “Teenage Mutant Ninja Turtles” as a new animated TV series. In anticipation of the launch, Nickelodeon’s marketing team was tasked with coming up with an on-the-ground campaign to execute at San Diego Comic-Con, to increase awareness and excitement for the new series. To do this, we applied the classic comic book motif of good versus evil to our campaign: “Turtles vs. Foot.” A mobile experience at TurtlesvsFoot .com asked fans to join the battle for Comic-Con by pledging their allegiance to the heroic Ninja Turtles or their evil arch nemisis, The Foot Clan. With a combination of clever guerilla marketing, one-of-a-kind prizes and some friendly competition, our “Turtles vs. Foot” campaign brought the new series to life on the streets of San Diego.Nickelodeon’s “Turtles vs. Foot” deserves to win the Shorty Award for Best Use of Social Media IRL because our campaign cut through the clutter of Comic-Con with an exciting, unique approach powered by social media. To successfully cut through the clutter of Comic-Con, we decided to take our experience out of the crowded convention center and instead, onto the streets of San Diego. We wanted to create an experience geared to a fan on-the-go -- so we built a mobile-friendly campaign with a real-life experiential extension. From the moment fans arrived in San Diego, they were urged to join the battle for Comic-Con by pledging their loyalty to the Turtles or Foot Clan. Our mobile web app at TurtlesvsFoot .com let fans choose a side, complete missions and win swag. Fans were recruited to join right from the airport, where street teams handed out propaganda encouraging them to join in. Around the convention, fans were drawn in by wild postings featuring Leonardo and The Shredder, chalk art on the sidewalks and video projections on key hotels and buildings. Geo-fenced mobile ads targeted fans who were in an 8 block radius of the convention center. Over at the Nickelodeon booth, a recruitment video urged fans to choose a side, and streamed a real-time social feed of fans who were joining the Turtles or the Foot Clan. After joining a side at TurtlesvsFoot .com and sharing it, fans were rewarded with a physical badge -- either a Turtles or Foot hat -- from our branded TMNT truck located just outside the convention. By wearing the hat, fans were eligible to get surprised with a prize-pack full of collectibles from TMNT co-creator Kevin Eastman’s collection. Fans could also enter their number to receive a call from Splinter or Shredder, and sign up for access to the latest TMNT content. Over 20,000 fans joined the battle in 3 days. Fans everywhere were wearing their hats in the hopes of getting surprised with exclusive Turtles swag. Fans on opposing sides were spotted yelling things like, “Hail Shredder!” or “Turtle Power!” on the streets. The campaign proved to be a successful, exciting way to debut the new series to Comic-Con. After building this momentum leading into premiere month, the September 29th premiere ranked as the week’s top telecast with kids 2-11 and boys 6-11 across broadcast and cable TV, and the number-one kids program on basic cable with total viewers (drawing 3.9 million) for the week.

Kingsford Charcoal Summer Solstice Grilling Challenge

Produced by: Current

On June 20, 2012, Kingsford® Charcoal embarked on a daunting barbecue challenge. The brand set out to gather around the grill on the longest day of the year, the Summer Solstice, and capture every meaty minute for the brand’s social media channels. The devoted group of BBQ enthusiasts fired up their grills at 5:47 a.m. PDT and kept them smoking all day, uploading a photo for each minute of sunshine, until the last grilled dessert came off the coals at 8:34 p.m. PDT. From bacon to burgers and grilled lemonade, the brand’s online community followed the live stream of images throughout the day, whether they were sitting at the office or outside enjoying the day. Fans could also submit food items for grillers to fire up, or their own grilling photos to the feed using #SummerSolstice for the chance to win one of 10 Kingsford Summer Grilling Prize Pack – 2,000 people entered the sweepstakes in two days! The barbecue lifestyle is about savoring the smells and flavors of slow cooked food while enjoying good times, good people and good drinks. With a long day of grilling and nearly a thousand pictures, Kingsford charcoal was able to digitally capture the grilling traditions that the brand and loyal fans celebrate. Additionally, no other brand had attempted to Instagram a photo for every minute of an entire day – Kingsford made history with a new Instagram record. Grilling enthusiasts were also given the chance to gather around the virtual grill by sharing what foods they wanted to see grilled on Facebook. Not surprising given the innovative nature of the fan base, the evil grilling geniuses submitted everything from bacon wrapped sushi to grilled pineapple with melted marshmallows. The grillmasters happily obliged and managed to cook and photograph even the most obscure requests. By accepting the challenge, Kingsford demonstrated its real life connection to its devoted online community. The Kingsford Summer Solstice Grilling Challenge did more than boost its Facebook followers and drive media coverage. It gave fans a glimpse of the people behind the Kingsford brand, whose passion for grilling has created the number one charcoal in the country. Setting barbecue history with a digital photo essay of an epic day of barbecue, the project brought grilling bloggers, food media, consumers and the brand team together through social media, translating the thrill of the grill to the digital world. The event simultaneously encouraged people to get out and grill during the barbecue “off season” and showcased the Kingsford community’s enthusiasm for talking about and sharing all things grilled.   Results: 223,784 impressions, including: • KUCI-TV; Oakland CBS (14,058 impressions) • Grilling24x7.com (3,868 impressions) • PatioDaddioBBQ.com (9,091 impressions) • TheBBQGrail.com (3,388 impressions) • GrillingWithRich.com (3,108 impressions): • MyMemphisMommy.com (3,497 impressions) • JaysManCaveMag.com (1,682 impressions) • 900+ images posted to instagram • 10,000 new Facebook Fans in two days

Mediabistro

Produced by: Mediabistro

Mediabistro offers its community members news, analysis, and education of traditional, digital, and social media. With the largest job board in the United States, Mediabistro saw an opportunity to educate its followers with the skills and knowledge necessary to compete in the media world. In 2011, Social Media Marketing Boot Camp was launched and immediately took off. When students expressed the need for an introductory course, we launched Social Media 101 in early 2012. With over 2000 students to date, these online conferences have featured some of the top industry social media influencers, with speakers from Facebook, YouTube, Newsweek/The Daily Beast, Whole Foods, and other global brands.It’s New York: Anyone can have a party. What if you created an event that took place everywhere? And what if the focus of the event was learning? Part course and part event, Social Media 101 and Social Media Marketing Boot Camp give professionals in the media space and beyond the opportunity to build meaningful connections with people from around the world. And here’s the best part: Professionals transitioning to the social space receive skills-based training from leaders in social media through case studies, how-to sessions, and a customized curriculum designed to yield practical, hands-on learning. Social Media 101 introduces participants to the fundamentals of social media at a beginner’s level over five weeks. Each week, one major platform is covered by a social media leader during a live webcast. Students hear from a social strategist on Twitter, Facebook, LinkedIn, and emerging platforms in a catered how-to session. At the end of the presentation, participants are able to ask questions live and follow-up in an ongoing online classroom with dynamic discussion forums. For more advanced social media users, Social Media Marketing Boot Camp focuses on strategy level social thinking. Over eight weeks, participants hear from thought leaders on their social media success stories and use catered case studies as a template for their own social media marketing strategy, which they create over the course of the boot camp. Both online conferences place students in small groups with an advisor who gives feedback on homework assignments, answers individual questions and advises on best social media practices. To make the experience of online learning as accessible as possible, all webcasts are recorded and archived so students from across the globe can learn on their own time. By creating an environment that’s conducive to all levels of knowledge and student schedules, #SocMed101 and #SMMBootCamp have formed an army of educated social media users.

Nikon 1” Small Moments are Huge” Online Facebook Gallery

Produced by: MWW

MWW sought to raise consumer awareness of its Nikon 1 system line of compact interchangeable lens cameras by arming select influencers (called “Guest Stars”) with Nikon 1 J1 cameras to capture the everyday small moments that have a huge impact on their lives. MWW/Nikon created the Nikon 1 “Small Moments are Huge” Gallery, an online photo gallery on Facebook designed to leverage the participation of Guest Stars such as Ashton Kutcher, Derek Hough, Hilary Duff, among others, to increase online engagement and generate excitement and buzz around the Nikon 1 product line. Guest Stars posted their “small moments” taken with Nikon 1 J1 cameras, and encouraged consumers to upload their own special moments to the page. In a celebration of the often overlooked moments that people all treasure, Nikon pledged to donate $1 to the Ronald McDonald House for every photo uploaded to the Facebook gallery.Nikon armed select influencers with Nikon 1 cameras to capture every day, small moments that have huge impacts on their lives. Through the posting of their own content, “Guest Stars” encouraged consumers to post their own photos to the online gallery through social networks and increased consumer awareness of the Nikon 1 product. MWW partnered with Olapic Inc. to create a dynamic online Facebook tab/photo gallery where consumers and “Guest Stars” could share their own special moments. The tab was designed to allow users to easily view and share photos as well as upload their own. At launch, actor Ashton Kutcher, former MTV reality stars The Buried Life and tech influencer Brit Morin posted photo galleries and encouraged their followers on Twitter and Facebook to post. Over the course of the program, galleries were also posted from actress Hilary Duff, Derek Hough of “Dancing with the Stars” and entertainment personality Giuliana Rancic. MWW leveraged the participation of these influencers to secure media coverage across a variety of outlets. To further encourage participation and sharing, Nikon also partnered with the Ronald McDonald House of Long Island and pledged to donate $1 for every photo uploaded to the gallery. The “Small Moments Are Huge” photo gallery received more than 4,600 photo uploads to the community gallery. Traffic to the tab was consistent and had more than 588,800 total page views. Nikon was able to directly connect with target consumers while simultaneously promoting the advanced capabilities of the Nikon 1 camera system. MWW successfully engaged relevant consumer targets and raised awareness of the product. MWW secured media coverage with a variety of technology, photo trade, consumer lifestyle and entertainment outlets including featured segments on E! News and Entertainment Tonight, and stories in InTouch Magazine, as well as popular entertainment blogs Pop Sugar and Babble, among others. Additionally, technology-based websites such as GadgeTell, Technorati, TWICE Magazine and Photo Industry Reporter posted articles on the program. In total, the program generated more than 11 million media impressions to date. On December 4, 2012 Nikon posted a special “Thank You Mosaic” featuring all of the photos uploaded to the Nikon 1 “Small Moments are Huge” community gallery. Users can browse all of the community images in a fun and interactive way, search for their own pictures and continue to share some great moments with their friends.

Propel - Just Dance 3

Produced by: OMD

The campaign’s hub was the Xbox 360, where a branded destination informed users how to enter the online dance contest via a short video. In addition, the destination also hosted a play & win sweepstakes that randomly awarded JD3 gamers with an opportunity to win prizes. Directly within the Just Dance 3 (JD3) game, contest information scrolled along the in-game ticker and a microsite was developed allowing participants to view/share their submissions. Propel also partnered with Jimmy Kimmel Live to perform a staged skit that highlighted the JD with Propel contest. During the on-air integration, resident Kimmel funnyman, Guillermo, competed against Dancing with the Star’s Maksim Chmerkovskiy in a dance-off and emerged victorious. There was a two week in-store end cap at all Target store locations across the country. Target shoppers were offered a $10 Gift Card when they bought a Propel Zero 6pk and a copy of JD3. Propel was looking for an innovative way to introduce their new Propel Zero Powder Packets. Propel identified the mobile fitness trend as a great way to engage their audiences’ active lifestyle and built an integrated promotion leveraging multiple mobile fitness apps. We set out to create a program that took advantage of a popular trend in adult fitness – dance workouts. Propel maximized their partnership with the Just Dance game franchise by featuring the program across multiple channels. This holistic campaign drove strong user engagement across multiple platforms in a truly innovative way. Sales of Propel at Target increased 16%+ during the promotional period and over 8,100 users participated in the Just Dance 3 instant win and user-generated dance contest. Combination of earned and paid media drove over 10MM online impressions, while the successful on-air integration with Jimmy Kimmel Live reached an additional 1.7MM viewers.