2010 Digital PR Awards: Contest/Game

Winner: Weber Shandwick – State Farm Friday Night Feats Video Contest

The Friday Night Feats initiative invited participants to submit their school’s top game-changing plays for a chance to win more than $17,500 for their school. The contest was administered through a campaign microsite, which held the entry form, rules, announcements and updates. It also highlighted top video submissions. And, crucially, it gave State Farm a platform to connect with its audiences with various messaging. With the help of a dedicated YouTube channel, the campaign attracted more than 54,000 channel views.

Honorable Mentions:
Lindberg Group – GPI Recycle e-hunt:
To draw the public to GPI sponsor sites, Lindberg Group created a virtual scavenger hunt in which participants follow clues via an animated character across sponsoring member Web sites, complete levels and discover information about glass container recycling on the Internet. The e-hunt attracted 450 participants within a month-and-a-half period.

Merillat, Hoffman York and Hanson – Merillat Good Life Contest:

On April 27, 2009, Merillat sought to attract first-time home buyers with its Good Life music video and contest, which invited consumers to enter videos depicting what the "good life" at home meant to them—with the grand prize set as a $30,000 kitchen makeover. The contest was the catalyst to Merillat gaining 799 followers on Twitter and 647 people who "Like" Merillat on Facebook.

MWW Group - "Drive With A Smile" Palisades Highway Art Gallery: 

To engage a New Jersey audience found to be underserved with arts programs, MWW Group launched the "Drive With a Smile Contest" for the local Palisades auto insurance agency. Artists were encouraged to submit their interpretations of New Jersey’s landscapes online, where other residents could vote on their favorite entries. The Palisades post-campaign awareness study showed over an 85% increase in consumer awareness.

RF|Binder Partners - “Are you up for a Chocolate Adventure?” The Scharffen Berger 2009 Chocolate Adventure Contest:

Answering Hershey's challenge to reestablish its Scharffen Berger brand (acquired in 2005) as the artisan chocolate of choice for cooking, baking and eating, RF|Binder launched The Chocolate Adventure Contest. RF|Binder incentivized bloggers and food writers to cover the contest by offering a hands-on cooking class at the Institute of Culinary Education, led by celebrity chef Elizabeth Falkner. The sweet incentive worked—over 424 pieces of coverage on television, radio, online and print publications and blogs resulted in 307 million impressions.

SSM Healthcare - Lights...Camera...Scrub! Employee Video Contest:

As part of SSM's overall system-wide safety campaign, the "Lights...Camera...Scrub!" video contest asked employees to interpret the "handwashing" theme any way they wanted; categories for entries included drama, comedy, etc. The feedback was overwhelmingly positive from all of SSM's facilities and employees, and the videos received more than 18,000 views.

Turner Sports - NASCAR.com/NASCAR on TNT’s Million Dollar Fan Challenge:

The TNT Million Dollar Fan Challenge was created as a weekly event to drive tune-in for the Summer Series and engage NASCAR.COM users. By correctly guessing the order of drivers that would be the top finishers of each race, fans had the opportunity to win $1 million each week. MDFC received more than 138,000 sign-ups, with 65,000 those being new users to NASCAR.COM.