Best Use of a Hashtag on Twitter

Archived from the 5th Annual Shorty Industry Awards

Winners

CountonKobe

Produced by: Wieden+Kennedy

January 22nd, 2013 marked the 7th anniversary of Kobe Bryant’s legendary 81pt game. To celebrate the special day, we partnered NBA TV and Kobe Bryant to execute a live tweet event in which Kobe supplied insightful commentary from start to finish. Celebrities, athletes, and fans took notice, interacting with Kobe on Twitter pulling out interesting insights from an otherwise dusty archival game. Kobe and #COUNTONKOBE trended throughout the day. Viewership records were set for NBA TV. With an overall media budget of $0, Nike Basketball and Kobe established a new intriguing formula to tie social to age-old famous archival games.Most live-tweet campaigns feature brands attaching themselves to tangentially related events (at best). The typical brand uses borrowed interest to promote its message and rides the snowball of Twitter buzz and inertia. The Nike basketball/Kobe Bryant 81-point game Twitter event should win this award because it changed this live-tweeting playbook in two big ways: 1. Instead of attaching itself to an event, it was the event. The buzz for the anniversary of Kobe’s 81-point game would not have been present without the idea to have Kobe tweet during it. What would have been a slow day for Kobe instead lead to #COUNTONKOBE organically trending on Twitter throughout the day. 2. It’s the first of its kind to take archival sports footage and turn it into a live event. The game was a rerun that likely would have garnered only average viewership on NBA TV. However, because of the campaign, the game became the highest-rated non-live broadcast in the history of NBA TV. Kobe and Nike Basketball were able to provide a deeper narrative and backstory to one of the most impressive individual performances in NBA history. This idea is sure to be replicated with athletes and classic games from all sports. We should win because we made reruns relevant on Twitter.

Finalists

#WalkingDeadNT1 : The First Zombie Attack on Twitter

For the belated launch of "Walking Dead" in the French market, we captured existing fans -- and new ones -- with the first-ever Twitter-based zombie attack. Our hashtag, #WalkingDeadNT1, was key to attracting the Walkers to Tweeters. And the results … were contagious.This entry deserves to win because the challenges were enormous, and our hashtag was key to declenching the solution. Walking Dead was two years late to the French market. NT1, which bought the rights to license it, was a little-known network with a lot of faith but a small budget. At the time, it also had minimal social exposure. 30,000 users were attacked, generating 550,000. The premiere was screened by 5.6% of French viewers, a figure that only rose with episodes that followed. It was also one of the most-Tweeted premieres in France. NT1 also generated worthwhile long-term social results: following a rise in Facebook fans (22%) and Twitter followers (12%), today it's the third most-watched channel in France for our target audience. In 2012 it was France's 5th most-Tweeted TV topic, and -- amazingly -- rated the #1 "social/connected" TV topic for series, according to Twitter Trends.

#Couchgating

Game Day is big business for sports fans, yet weather, costs, bad seats and limited access to fantasy teams mean more fans are watching the game at home. That’s where KFC saw a big opportunity. To coincide with the launch of its new Gameday Bucket (8 pcs of chicken, 8 hot wings and 10 Bites), KFC coined a whole new word and created a social campaign/contest to support it: #Couchgating. #Couchgating is the act of bringing a traditional “tailgate” indoors complete with couch, friends and delicious KFC. To get people talking about and participating in #Couchgating, KFC encouraged fans to share tips, rules and photos of their Couchgating using the hashtag for a chance to win a Couchgating living room make over. We created an app on Facebook to house sharable sample tips, rules and legendary Couchgaters and also spotlight the finalists. The campaign was supported with a full 360 campaign, including paid social, PR, radio, and a TV commercial that featured people Couchgating.KFC helped inspire an occasion with #Couchgating and people around the world took to the fun. There were over 7,000 uses of the term #Couchgating on Twitter resulting in 18.77 million impressions. The Couchgating video we created specifically for social with the hashtag received more than 75,000 views (a 300 percent increase in views over other KFC videos). Through its Twitter handle, KFC (@KFC_Colonel) engaged with people using the hashtag and shared some of our favorites. Tweets drove to the KFC Facebook page, which received more than 110,000 new likes in one day – the highest of any Facebook page. In addition, we saw more than a 1000% increase in people talking about the brand. When there were reports about the possible Super Bowl wing shortage, we used it as an opportunity to reach out to influencers on social (Ryan Seacrest, Bro Bible, etc.) to bring KFC's GameDay Bucket and Couchgating into the conversation. Long after the promotion ended, people are still Couchgating with KFC and letting us know about it.

#TwinterWonderland: Tweet for Snow (and Hurricane Sandy Relief)

Produced by: 360i

In the wake of experiencing the devastation of Hurricane Sandy firsthand, and just a few weeks before the holidays, we wanted to use our talents for the greater good—using the annual agency holiday card as the platform. Our strategy was clear: it’s the simple holiday joys that matter most. This led us to a simple idea, with a far-from-simple execution. We transformed one of our agency conference rooms into the first-ever, live-broadcast, Tweet-powered, donation-giving snow globe. We called it Twinter Wonderland. <iframe src="http://player.vimeo.com/video/61121294" width="615" height="346" frameborder="0" webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe> <a href="http://vimeo.com/61121294">Case Study: #TwinterWonderland</a> from <a href="http://vimeo.com/agency360i">360i</a> on <a href="http://vimeo.com">Vimeo</a>. We built the set from scratch, replacing the furniture with up-cycled logs from Hurricane Sandy felled trees, hung a “festive” wintry wall mural, dressed the set with all sorts of props, and provided costumes for anyone who wanted to hang out in the snow globe. By rigging the snow machine an connecting it to Twitter, every time the public tweeted a message of holiday cheer using the #TwinterWonderland, the snow fell in our globe and the agency donated $5 towards Hurricane Sandy relief. We live-streamed the snow globe activity for four days on TwinterWonderland.com, as hundreds of 360i employees hung out in the globe—they danced, roasted marshmallows, wore penguin suits, had dinosaur fights and interacted in real time with the tweeting masses. The experience not only garnered lots of industry recognition, it caught the attention of Whoopi Goldberg and Justin Bieber's head of marketing, proving we were able to make a connection beyond just our peers—a rarity for agency holiday cards. As the last snowflake fell in our snow globe, we had generated more than 8,000 #TwinterWonderland tweets, streamed more than 3,000 hours of action from the globe, and welcomed site visitors from 77 different countries. Most important, we raised $50,000 for Hurricane Sandy relief.

Fake Hurricane Sandy Photos: Help Us Identify #FakeSandy Pictures

Produced by: The Guardian

As Hurricane Sandy made landfall in the US, there was a significant amount of misinformation spread over social media about the storm’s impact. Anticipating the potential for misinformation during a destructive and far-reaching news event, as well its impact to those in imminent danger, the Guardian US’s Social News Editor Katie Rogers launched a hashtag, “#FakeSandy,” and issued a call-out to readers over Twitter to help identify inaccurate, outdated or doctored images and video which purport to show the effects of Hurricane Sandy. Rogers developed a useful guide to help readers identify fake photos and videos and how to make sure they’re not helping to propagate misinformation. Readers were encouraged to use the hashtag, along with a photo link to @GuardianUS, or by leaving links in the comments section. Submissions were collected and moderated using Storify and featured in the post, “Fake Hurricane Sandy Photos: Help Us Identify #FakeSandy Pictures.” As Hurricane Sandy made landfall in the US, there was a significant amount of misinformation spread over social media about the storm’s impact. The storm was a highly anticipated event that had people scrambling for news before the inevitable outages struck. With many relying on on social media and relevant hashtags to follow what was happening on the ground and in real time, doctored images and photos of the storm’s impact were uploaded to Twitter, Facebook and Instagram, and shared virally. It is an act that may seem harmless at face value, but sharing misleading photos can misinform people who are already vulnerable to danger. With social media’s growing influence on traditional news reporting, misinformation beget misinformation and led to a significant amount of uncertainty about what was happening on the ground in New York City. As Hurricane Sandy made landfall in New York City on October 29, 2012, the Guardian’s Social News Editor, Katie Rogers, recognized this potentially harmful trend and launched the “#FakeSandy” hashtag and issued a call-out to readers over Twitter to help identify inaccurate, outdated or doctored images and video which purport to show the effects of Hurricane Sandy. She searched for and curated images into Storify and shared those results with Guardian readers the social community at large. Rogers quick thinking and nimble approach to social news reporting exemplifies both a creative and effective use of a hashtag and a model example of how to use social media for news. Given the amount of information circulating during the storm, Rogers reacted quickly with an identifiably novel approach to social news to help break through the clutter of potentially harmful misinformation. She helped facilitate and enforce accurate reporting of a major news event that was modeled by other news organizations, including The Atlantic, BuzzFeed, Forbes and SNOPES and <a href="http://www.cnn.com/2012/10/31/opinion/kurtz-sandy-tv-coverage/index.html?hpt=hp_c2">cited</a> by CNN's Howard Kurtz. The result was both a public service and a model example of how the Guardian’s US newsroom is innovating in the area of social news reporting.

WWE and Komen For The Cure team up for #RiseAboveCancer

Produced by: WWE

<iframe width="560" height="315" src="http://www.youtube.com/embed/J9boZgiNSX8" frameborder="0" allowfullscreen></iframe> In Fall 2012, WWE partnered with Susan G. Komen for the Cure, a non-profit working to raise awareness and funds for breast cancer research. For the entire month of October, WWE altered television programming and set design to help promote this very important partnership. In addition to these alterations to our main programming, WWE began using the hashtag #RiseAboveCancer to drive attention to our partnership and its success.<iframe width="560" height="315" src="http://www.youtube.com/embed/3F3yDzRtaqk" frameborder="0" allowfullscreen></iframe> WWE has been dedicated to serving a number of philanthropic organizations for many years and the partnership with Susan G. Komen for the Cure was something our entire company embraced. #RiseAboveCancer, a play on our most popular character John Cena’s motto “Rise Above Hate” became the forefront of a campaign that inevitably raised more than $1 million for Komen. This amount was achieved purely from sales of #RiseAboveCancer branded merchandise, including hats, T-shirts and wristbands, among other items, that featured the trademark pink coloring. <iframe width="560" height="315" src="http://www.youtube.com/embed/TxqefPlhDmE" frameborder="0" allowfullscreen></iframe> This campaign was heavily promoted across a number of our platforms through various micro-content (Instagram pictures, GetGlue stickers, TOUT videos) and social promotion (Facebook posts about the partnership, YouTube videos of our Superstars and Divas talking about the partnership) inevitably creating an impressive 19,100,000 impressions during the seven-week campaign. <iframe width="560" height="315" src="http://www.youtube.com/embed/OML_9EOHugE" frameborder="0" allowfullscreen></iframe> Quick Social Statistics • 72,000 impressions of the campaign hashtag on Twitter • 94,000 YouTube video views of Komen-related videos • 100,000 stickers downloaded on GetGlue for the campaign • 18,740,000 impressions on Facebook of related posts • 93,000 impressions on Pinterest • 42,000 likes and comments on Instagram photos related to the SGK campaign <iframe width="560" height="315" src="http://www.youtube.com/embed/--0filZRMKE" frameborder="0" allowfullscreen></iframe>

Current Entries

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.

TLC's Here Comes Honey Boo Boo

Produced by: Discovery Communications

With their curious language and hilarious one-liners, the Georgia-based family at the center of TLC’s breakaway hit, Here Comes Honey Boo Boo, became hashtag generators. With organic trending topics popping up from fans, it was clear that each of the over-the-top moments of every episode of Here Comes Honey Boo Boo were ideal for topical hashtags. Deviating from its normal on-air hashtag strategy, TLC served up topical hashtags based on situations from the show during each segment of Here Comes Honey Boo Boo. From #redneckairconditioner, to #sketti (the family’s much publicized take on spaghetti) to #glitzythepig, the hashtags drove conversation throughout the episode, allowing fans to engage around the hilarious moments that made the show such a pop culture zeitgeist. Twitter became the central platform to the conversation as the hijinks of Alana Thompson and her family became a pop culture phenomenon. Season 1 of Here Comes Honey Boo Boo featured 8 episodes with topical hashtags. 22 of these hashtags served up on-air by TLC became U.S. trending topics, with more than 50 trending topics across the series’ first season. Here Comes Honey Boo Boo also made Trendrr.tv’s social cable charts 11 times throughout its 12 episode run, proving that fans on Twitter just couldn’t get enough of their #HBB.

#Couchgating

Game Day is big business for sports fans, yet weather, costs, bad seats and limited access to fantasy teams mean more fans are watching the game at home. That’s where KFC saw a big opportunity. To coincide with the launch of its new Gameday Bucket (8 pcs of chicken, 8 hot wings and 10 Bites), KFC coined a whole new word and created a social campaign/contest to support it: #Couchgating. #Couchgating is the act of bringing a traditional “tailgate” indoors complete with couch, friends and delicious KFC. To get people talking about and participating in #Couchgating, KFC encouraged fans to share tips, rules and photos of their Couchgating using the hashtag for a chance to win a Couchgating living room make over. We created an app on Facebook to house sharable sample tips, rules and legendary Couchgaters and also spotlight the finalists. The campaign was supported with a full 360 campaign, including paid social, PR, radio, and a TV commercial that featured people Couchgating.KFC helped inspire an occasion with #Couchgating and people around the world took to the fun. There were over 7,000 uses of the term #Couchgating on Twitter resulting in 18.77 million impressions. The Couchgating video we created specifically for social with the hashtag received more than 75,000 views (a 300 percent increase in views over other KFC videos). Through its Twitter handle, KFC (@KFC_Colonel) engaged with people using the hashtag and shared some of our favorites. Tweets drove to the KFC Facebook page, which received more than 110,000 new likes in one day – the highest of any Facebook page. In addition, we saw more than a 1000% increase in people talking about the brand. When there were reports about the possible Super Bowl wing shortage, we used it as an opportunity to reach out to influencers on social (Ryan Seacrest, Bro Bible, etc.) to bring KFC's GameDay Bucket and Couchgating into the conversation. Long after the promotion ended, people are still Couchgating with KFC and letting us know about it.

WWE and Komen For The Cure team up for #RiseAboveCancer

Produced by: WWE

<iframe width="560" height="315" src="http://www.youtube.com/embed/J9boZgiNSX8" frameborder="0" allowfullscreen></iframe> In Fall 2012, WWE partnered with Susan G. Komen for the Cure, a non-profit working to raise awareness and funds for breast cancer research. For the entire month of October, WWE altered television programming and set design to help promote this very important partnership. In addition to these alterations to our main programming, WWE began using the hashtag #RiseAboveCancer to drive attention to our partnership and its success.<iframe width="560" height="315" src="http://www.youtube.com/embed/3F3yDzRtaqk" frameborder="0" allowfullscreen></iframe> WWE has been dedicated to serving a number of philanthropic organizations for many years and the partnership with Susan G. Komen for the Cure was something our entire company embraced. #RiseAboveCancer, a play on our most popular character John Cena’s motto “Rise Above Hate” became the forefront of a campaign that inevitably raised more than $1 million for Komen. This amount was achieved purely from sales of #RiseAboveCancer branded merchandise, including hats, T-shirts and wristbands, among other items, that featured the trademark pink coloring. <iframe width="560" height="315" src="http://www.youtube.com/embed/TxqefPlhDmE" frameborder="0" allowfullscreen></iframe> This campaign was heavily promoted across a number of our platforms through various micro-content (Instagram pictures, GetGlue stickers, TOUT videos) and social promotion (Facebook posts about the partnership, YouTube videos of our Superstars and Divas talking about the partnership) inevitably creating an impressive 19,100,000 impressions during the seven-week campaign. <iframe width="560" height="315" src="http://www.youtube.com/embed/OML_9EOHugE" frameborder="0" allowfullscreen></iframe> Quick Social Statistics • 72,000 impressions of the campaign hashtag on Twitter • 94,000 YouTube video views of Komen-related videos • 100,000 stickers downloaded on GetGlue for the campaign • 18,740,000 impressions on Facebook of related posts • 93,000 impressions on Pinterest • 42,000 likes and comments on Instagram photos related to the SGK campaign <iframe width="560" height="315" src="http://www.youtube.com/embed/--0filZRMKE" frameborder="0" allowfullscreen></iframe>

#WalkingDeadNT1 : The First Zombie Attack on Twitter

For the belated launch of "Walking Dead" in the French market, we captured existing fans -- and new ones -- with the first-ever Twitter-based zombie attack. Our hashtag, #WalkingDeadNT1, was key to attracting the Walkers to Tweeters. And the results … were contagious.This entry deserves to win because the challenges were enormous, and our hashtag was key to declenching the solution. Walking Dead was two years late to the French market. NT1, which bought the rights to license it, was a little-known network with a lot of faith but a small budget. At the time, it also had minimal social exposure. 30,000 users were attacked, generating 550,000. The premiere was screened by 5.6% of French viewers, a figure that only rose with episodes that followed. It was also one of the most-Tweeted premieres in France. NT1 also generated worthwhile long-term social results: following a rise in Facebook fans (22%) and Twitter followers (12%), today it's the third most-watched channel in France for our target audience. In 2012 it was France's 5th most-Tweeted TV topic, and -- amazingly -- rated the #1 "social/connected" TV topic for series, according to Twitter Trends.

#TwinterWonderland: Tweet for Snow (and Hurricane Sandy Relief)

Produced by: 360i

In the wake of experiencing the devastation of Hurricane Sandy firsthand, and just a few weeks before the holidays, we wanted to use our talents for the greater good—using the annual agency holiday card as the platform. Our strategy was clear: it’s the simple holiday joys that matter most. This led us to a simple idea, with a far-from-simple execution. We transformed one of our agency conference rooms into the first-ever, live-broadcast, Tweet-powered, donation-giving snow globe. We called it Twinter Wonderland. <iframe src="http://player.vimeo.com/video/61121294" width="615" height="346" frameborder="0" webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe> <a href="http://vimeo.com/61121294">Case Study: #TwinterWonderland</a> from <a href="http://vimeo.com/agency360i">360i</a> on <a href="http://vimeo.com">Vimeo</a>. We built the set from scratch, replacing the furniture with up-cycled logs from Hurricane Sandy felled trees, hung a “festive” wintry wall mural, dressed the set with all sorts of props, and provided costumes for anyone who wanted to hang out in the snow globe. By rigging the snow machine an connecting it to Twitter, every time the public tweeted a message of holiday cheer using the #TwinterWonderland, the snow fell in our globe and the agency donated $5 towards Hurricane Sandy relief. We live-streamed the snow globe activity for four days on TwinterWonderland.com, as hundreds of 360i employees hung out in the globe—they danced, roasted marshmallows, wore penguin suits, had dinosaur fights and interacted in real time with the tweeting masses. The experience not only garnered lots of industry recognition, it caught the attention of Whoopi Goldberg and Justin Bieber's head of marketing, proving we were able to make a connection beyond just our peers—a rarity for agency holiday cards. As the last snowflake fell in our snow globe, we had generated more than 8,000 #TwinterWonderland tweets, streamed more than 3,000 hours of action from the globe, and welcomed site visitors from 77 different countries. Most important, we raised $50,000 for Hurricane Sandy relief.

Discovery - Moonshiners Season 2

Produced by: OMD

In partnership with Buzzfeed and Kings County Distillery, we worked together to build buzz around the premiere of the second season of Discovery’s Moonshiners, by creating the first-ever tweet-powered moonshine distillery. By tweeting @Discovery #moonshiners and hashtagging ingredients, flavor profile, and packaging, fans and moonshine enthusiasts could influence actual “tweet meters” monitoring their votes on-site at the distillery. Fans were able to watch the distillery live on Discovery.com and Buzzfeed.com to see their tweets take effect and watch the distiller produce hooch in real-time. Select participants were also able to enter for a chance to win Moonshiners prize packs, with select items from the set of the show delivered to them in actual Moonshiners oak barrels. We drove users to the distillery from custom Buzzfeed editorial posts and promoted tweets on Twitter.The primary goal of the Moonshiners program was to drive tune-in to the show on November 7, 2012. This second season premiere was Discovery’s highest rated Wednesday night series to date, as well as the #1 in primetime cable.* Further, over the course of the media campaign, there were over 35,000 mentions of #moonshiners, generating more than 1MM impressions in social reach. The tweet-powered distillery was a first-of-kind program that blurred lines between the digital and physical worlds, allowing people to take part in a digital process with a real-world implication, and transforming fans into moonshiners themselves. The program helped make the premiere of Moonshiners as Discovery’s highest rated Wednesday night series to date. *Amongst P/M25-54, P/M18-49, P/M 18-34

CLEAR Scalp & Hair Beauty Therapy™ Launch

Produced by: Weber Shandwick

Unilever partnered with Weber Shandwick to launch a revolutionary line of shampoos and conditioners - CLEAR SCALP & HAIR BEAUTY THERAPY™. Introduced to the US in 2012, the line is a breakthrough approach that starts with scalp nourishment to create the right foundation for strong, beautiful hair. We created a multi-channel campaign to launch the brand’s social media presence and lead online conversations surrounding scalp and hair care. Leveraging various assets, such as celebrity spokespeople and stylists, media partners and product samples, we initiated a bustling Facebook community that let the burgeoning brand cut through the cluttered hair care social landscape. The page distinguished itself amongst its competitors by developing a communications platform that for the first time defined a hair care brand within the nightlife space. The page yielded more than 100,000 Facebook fans within six days of the launch and now has more than 500,000 fans to date, garnered in less than a year. Tactics/Successes We established engaging dialogue surrounding hair and the #BestNightEver by employing a messaging filter to all content and capitalized on the social following of celebrity spokesperson, Heidi Klum, celebrity stylist partner, Jen Atkin and media partner, NBCU, to drive #BestNightEver conversations and build awareness for the brand. Assets secured through the media partnerships also provided unique content and sustained community engagement. • Applied #BestNightEver as both a hashtag and a creative filter for all content created • Promoted #BestNightEver conversations on Twitter through paid campaigns • Gave tweets a unique and brand-identifiable look-and-feel with cohesive visual and copy elements in daily content posts • Facebook Posts featured copy and imagery that linked on-trend topics and the nightlife theme back to the product that also encouraged fans to interact and share with their friends using #BestNightEver • Leveraged buys with media partners and influencer relationships to sustain a steady cadence of #BestNightEver conversations for Twitter engagement and community growth o Hosted various #BestNightEver Twitter Parties with partner influencers, one of which resulted in the hashtag organically becoming a trending topic o Shared exclusive content from a video vignette series that aired both on-air and online on NBC properties, and enlisted NBC talent and popular properties to tweet about the campaign using #BestNightEver o Live tweeted during major media events such as the ESPYs, EMMYs and the BET Awards, which represented the #BestNightEver for those industries. By discussing the events via Twitter, we were able to engage in active conversation with our target audience about beauty, pop culture and nightlife and have it relate back to the #BestNightEver platform Evaluation of Success • Gained more than 21,000 Twitter followers in the first seven months of launch, which has now grown to be a community of more than 29,000 followers with nearly 239,650 engagements • Surpassed goal for organic growth by more than 8x in the first quarter of launch • #BestNightEver became a trending topic on twitter without paid promoted trend support during one of the #BestNightEver twitter parties held on 12/28/2012

Miller Lite Ask An Expert

Produced by: Digitas

Fantasy Football players are always looking for a competitive advantage. So we allowed them to tweet at our fantasy football expert using branded hashtags right from our banner on their Yahoo! Fantasy Football matchup page. This kept guys more engaged with their fantasy team and more engaged with our brand. It also solidified Miller Lite as The Official Beer of Fantasy Football.While most brands talk to consumers, Miller Lite is talks with them and nothing says It’s Miller Time like talking it up with friends. This innovative, and highly contextual, use of Twitter netted an interaction rate 600% higher than the industry average as well as thousands of consequent tweets and conversations resulting in exponential impressions. Miller Lite has seen its Twitter following grow nearly 400% since the ad hit the web. Ultimately, Miller Lite created an ad that consumers not only interacted with; they actually searched it out each week, exceptional in the ad world.

State Farm & YouTube Coachella Live Stream 2012

Produced by: OMD

We did not just sponsor the Coachella Music Festival. We focused on what people were missing and delivered accessibility, personalized service, and value. Some won’t be able to make the trip? We’ll make you feel like you are there. You’ve made it and now you have to walk miles from parking? We’ll make it easy. Festival goers received free shuttle transportation, bottled water, misting and air conditioned tents. Didn’t realize how hot the desert sun could be or how cold it gets at night? State Farm did, and we have you covered. Festival goers camping at night received blankets to keep warm and ponchos when it rained. Coachella festival goers were also upgraded to VIP tickets and received assistance with dead batteries, lost keys and car troubles. Music sites, mobile, Facebook, YouTube homepage, and a Promoted Trend on Twitter (#coachellalive) drove traffic to the live stream. Social buzz and press coverage supplemented engagement and viral success of the initiative. State Farm had a huge challenge. They were not relevant to young adults. Young adults don’t care about insurance. They are forced to buy and think about insurance when renewals are due. We needed young adults to think radically different about State Farm. Music, a genuine passionate area for Young Adults that can be elevated with the State Farm Get to a Better State platform, jumped out as the priority engagement platform. State Farm could engage with young adults on their own terms and capture their attention by helping them do what they are trying to do. Music festivals have been leveraged to demonstrate ways State Farm can get music lovers to a better state; however, not all music lovers attend festivals. We needed to amplify State Farm’s festival presence and extend the experience to get more music lovers to a better state. We partnered with YouTube, Coachella Arts and Music Festival and music sites to bring music lovers an exclusive, front row experience that extended beyond onsite activations. Coachella’s past year sponsor of the live stream (Wrigley) saw ~4MM views in three days. State Farm nearly TRIPLED past live stream results, delivering 11.8 Million views of YouTube Coachella Live Stream in three days. That’s a $0.22 cost-Per-view, with astonishing average user duration of 49 Minutes. The average viewer duration per video in April 2012 was 5.2 minutes (comScore). State Farm’s #coachellalive received 73.6K mentions; that’s 2.5x more mentions than Twitter’s organic #coachella benchmark, per Twitter. Twitter Retweets were up 690% versus the average. The promoted tweet engagement rate was 15%, compared to its typical 9% engagement rate.

#LookforLogitech at CES

Produced by: Likeable Media

At the 2013 International Consumer Electronics Show (CES) Logitech’s goal was to build a strong show presence and break through the CES noise without having a news announcement. Logitech identified an opportunity to provide free transportation for participants who engaged with the brand using a hashtag. With in-person signage, street teams and branded transportation vehicles, Logitech successfully promoted the #LookforLogitech hashtag.. In addition, Logitech rewarded tweeters using the #LookforLogitech hashtag by giving away a free Logitech product every hour of CES to one random user. Even without a news announcement at CES, #LookforLogitech was still the top brand hashtag tweeted at the week-long show. The #LookforLogitech hashtag campaign resulted in 3,897 original tweets and 915 re-tweets, for a total of 4,812 tweets with a total reach on Twitter of 6,733,781 people. Logitech gave away a product every hour of CES to a total of 40 winners. The Logitech Twitter handle gained 729 new followers from just use of the hashtag. Additionally, the Logitech branded shuttles accommodated 700 passengers, which generated overwhelmingly positive sentiment on Twitter and various social networks.

CountonKobe

Produced by: Wieden+Kennedy

January 22nd, 2013 marked the 7th anniversary of Kobe Bryant’s legendary 81pt game. To celebrate the special day, we partnered NBA TV and Kobe Bryant to execute a live tweet event in which Kobe supplied insightful commentary from start to finish. Celebrities, athletes, and fans took notice, interacting with Kobe on Twitter pulling out interesting insights from an otherwise dusty archival game. Kobe and #COUNTONKOBE trended throughout the day. Viewership records were set for NBA TV. With an overall media budget of $0, Nike Basketball and Kobe established a new intriguing formula to tie social to age-old famous archival games.Most live-tweet campaigns feature brands attaching themselves to tangentially related events (at best). The typical brand uses borrowed interest to promote its message and rides the snowball of Twitter buzz and inertia. The Nike basketball/Kobe Bryant 81-point game Twitter event should win this award because it changed this live-tweeting playbook in two big ways: 1. Instead of attaching itself to an event, it was the event. The buzz for the anniversary of Kobe’s 81-point game would not have been present without the idea to have Kobe tweet during it. What would have been a slow day for Kobe instead lead to #COUNTONKOBE organically trending on Twitter throughout the day. 2. It’s the first of its kind to take archival sports footage and turn it into a live event. The game was a rerun that likely would have garnered only average viewership on NBA TV. However, because of the campaign, the game became the highest-rated non-live broadcast in the history of NBA TV. Kobe and Nike Basketball were able to provide a deeper narrative and backstory to one of the most impressive individual performances in NBA history. This idea is sure to be replicated with athletes and classic games from all sports. We should win because we made reruns relevant on Twitter.

Fake Hurricane Sandy Photos: Help Us Identify #FakeSandy Pictures

Produced by: The Guardian

As Hurricane Sandy made landfall in the US, there was a significant amount of misinformation spread over social media about the storm’s impact. Anticipating the potential for misinformation during a destructive and far-reaching news event, as well its impact to those in imminent danger, the Guardian US’s Social News Editor Katie Rogers launched a hashtag, “#FakeSandy,” and issued a call-out to readers over Twitter to help identify inaccurate, outdated or doctored images and video which purport to show the effects of Hurricane Sandy. Rogers developed a useful guide to help readers identify fake photos and videos and how to make sure they’re not helping to propagate misinformation. Readers were encouraged to use the hashtag, along with a photo link to @GuardianUS, or by leaving links in the comments section. Submissions were collected and moderated using Storify and featured in the post, “Fake Hurricane Sandy Photos: Help Us Identify #FakeSandy Pictures.” As Hurricane Sandy made landfall in the US, there was a significant amount of misinformation spread over social media about the storm’s impact. The storm was a highly anticipated event that had people scrambling for news before the inevitable outages struck. With many relying on on social media and relevant hashtags to follow what was happening on the ground and in real time, doctored images and photos of the storm’s impact were uploaded to Twitter, Facebook and Instagram, and shared virally. It is an act that may seem harmless at face value, but sharing misleading photos can misinform people who are already vulnerable to danger. With social media’s growing influence on traditional news reporting, misinformation beget misinformation and led to a significant amount of uncertainty about what was happening on the ground in New York City. As Hurricane Sandy made landfall in New York City on October 29, 2012, the Guardian’s Social News Editor, Katie Rogers, recognized this potentially harmful trend and launched the “#FakeSandy” hashtag and issued a call-out to readers over Twitter to help identify inaccurate, outdated or doctored images and video which purport to show the effects of Hurricane Sandy. She searched for and curated images into Storify and shared those results with Guardian readers the social community at large. Rogers quick thinking and nimble approach to social news reporting exemplifies both a creative and effective use of a hashtag and a model example of how to use social media for news. Given the amount of information circulating during the storm, Rogers reacted quickly with an identifiably novel approach to social news to help break through the clutter of potentially harmful misinformation. She helped facilitate and enforce accurate reporting of a major news event that was modeled by other news organizations, including The Atlantic, BuzzFeed, Forbes and SNOPES and <a href="http://www.cnn.com/2012/10/31/opinion/kurtz-sandy-tv-coverage/index.html?hpt=hp_c2">cited</a> by CNN's Howard Kurtz. The result was both a public service and a model example of how the Guardian’s US newsroom is innovating in the area of social news reporting.

Tweet to Shoot

Produced by: Neiman

Nerf guns are very much a part of our agency’s culture. On a given day, we take them apart and modify them so they shoot further and faster. But the ultimate modification was when we took apart the Vulcan EBF-25. The idea of Tweet to Shoot was born. We rigged the gun to a 12-volt power supply and an Arduino Uno microcontroller. We combed the Twitter API for mentions of a specific hashtag. We rebuilt the classic Duck Hunt interface, took over a room and streamed it live. We even brought back the annoying dog. For 48 hours if anyone in the world mentioned #tweettoshoot, the gun in our office would fire and their name would appear on the Duck Hunt interface.We believe this project was the first of its kind. Cooperative gameplay in a remote location utilizing modified Nerf products. All streamed live so players could feel more connected. And while it might seem odd for an ad agency to branch out into engineering/robotics, we’re feeling like these assets all tie back to the communications toolbox of the future. <strong>Results</strong> On September 13-14, 2012, we had more than 2,800 people from 52 different countries, join us for a game of Duck Hunt with a social twist.

#resolutionsGIRLSbreak

Given the premiere date of Season 2 on January 13, HBO harnessed the popularity of the New Year’s Eve holiday in the subversive tone of the series with “anti-resolutions,” designed to inspire engagement.#resolutionsGIRLSbreak marked the next evolution of Season 1’s #mistakesGIRLSmake. The #resolutionsGIRLSbreak campaign extended OOH, highlighting the characters’ own likely-to-be-broken resolutions, short promotional videos of the characters’ #resolutionsGIRLSbreak, and booths at city screening events where fans could capture their own #resolutionsGIRLSbreak in the spirit of the show. <iframe width="560" height="315" src="http://www.youtube.com/embed/9bZJm0YxdCc" frameborder="0" allowfullscreen></iframe> The hashtag inspired fans to share their New Year’s resolutions while staying authentic to the un-aspirational tone of the series. The integration across digital, social, and OOH platforms helped #resolutionsGIRLSbreak become a tentpole to the campaign, extending to the red carpet of the Season 2 premiere, where cast and crew shared their own on the fly.

Miller Lite Brad K #2Tweets

Produced by: Digitas

Brad K. was a Twitter celebrity, but NASCAR banned tweeting for the final race of the season. No problem though. Miller Lite stepped up to help a friend in need. Brad relayed his Tweets to our social media manager via his two-way radio and she posted them on @MillerLite with #2Tweets. Now Brad’s the Sprint Cup Champ and Miller Lite’s a social media hero.Twitter was built to deliver messages in real time and it doesn’t get much more real time than while our driver was racing. Miller Lite helped Brad K. cross the finish line with his head held high, a trophy in hand, and their followers along for every step of the way. In the time it took to run the race, Miller Lite saw a 60% increase in ReTweets, 136% increase in Followers, and a 4800% increase in Mentions.