2010 Digital PR Awards: Viral Campaign

Winner: Mom Central Consulting – ABC Brand Ambassador Campaign

Both online and offline communications platforms aided in Mom Central Consulting’s effort to spread the word about ABC shows daytime shows General Hospital and The View. The agency invited mom influencers—from top mom bloggers to offline mom group leaders—to participate in General Hospital and/or The View surveys. As incentive, 250 moms would be chosen as ambassadors for each show, and one lucky mom would score a walk-on role on General Hospital. The results were dramatic: 3,920 online posts were generated from brand ambassadors across both shows over the course of the month-long campaign.

Honorable mentions:

Cisco Systems – “I Am the World’s Most Interesting Intern” Video Blog Series:
To create a more youthful, hip image of Cisco and show the opportunities Gen Y’ers are given to explore and pursue while working at Cisco, the company used Twitter to generate buzz around “The World’s Most Interesting Intern” video series campaign. The series’ first video received more than 64,000 views on YouTube and was tweeted 1,167 times.
Panini America/Conover Tuttle Pace –Golden Tate Sings Taylor Swift:
Conover Tuttle Pace and Panini America conducted interviews with each football player at the 2010 NFL Rookie Premiere weekend in L.A., using quirky questions to generate unique interview footage. Seattle Seahawks rookie Golden Tate performed his favorite Taylor Swift song as if he was auditioning for American Idol, and the video created by CTP received more than 10,000 views on sports blog Deadspin.com and 4,200 views on YouTube. A highlight video of the Rookie Premiere received 43,000-plus views on NFL.com.
DCI Group and Activision Blizzard – Call of Duty Endowment 2010 Memorial Day Campaign:
To grow the Facebook community for the Call of Duty Endowment (CODE) Memorial Day Campaign and, ultimately, educate the public about veterans’ unemployment, Activision Blizzard and DCI used Memorial Day weekend as the thematic hook. The five-day Facebook campaign enlisted thousands of people to “like” CODE, and in exchange for CODE would donate $1 per like. The campaign goal of 30,000 new fans was met before Memorial Day weekend was over.
GolinHarris - Texas Instruments "Smash It":

Texas Instruments and GolinHarris launched the online video series “Smash It” to connect with existing TI customers and attract new ones by demonstrating the range of TI products. The savvy, entertaining video series was promoted via TI’s engineer-to-engineer online community, a launch at the ESC engineering show, Twitter, Facebook and YouTube. Within a month of launch “Smash It” scored more than 10,000 video views.

GolinHarris – Wanna Play Music?:
To get the word out about the National Association of Music Merchants’ “Wanna Play Music” week, GolinHarris partnered with Oddcast and pop music star Orianthi to create a widget that enabled users to insert their own face in place of Orianthi’s in a music video. GolinHarris seeded the clip to major broadcasters and online outlets, and connected with Orianthi fans via Facebook and Twitter. The widget is on track to reach 25,000 interactions and drove traffic to the Wanna Play Music site.