Winner: Intel Corp. Global Communications Group and Ogilvy Public Relations – Intel Insiders
When Intel’s Global Communications Group and Ogilvy created a social media advisory board, the Intel Insiders, they sought key influencers that used Intel’s processor for content creation. After identifying Insiders through social media monitoring, the objective was threefold: learn how to best engage with these tech-savvy consumers, build authentic relationships with them and link with them through communications. The success of the U.S. program has inspired other Intel regions, like Asia-Pacific, to find their own Insiders.
Honorable Mentions:
Fleishman-Hillard Texas - Chevy Texan:
Fleishman-Hillard Digital’s objective was to connect Texans in the online space via social channels to form relationships that would lead to offline engagement and the cultivation of Chevy brand ambassadors statewide. As a result of widespread outreach, Chevy added 8,764 Facebook fans and @Chevrolet Twitter feed added 1,200 followers, many of whom actively comment and tweet.
Inner Circle Labs - Anybots, Everywhere: Turning on the Influence:
Finding the inner circle of influencers required a multi-pronged approach as Anybots was entering an entirely new market. The launch incorporated a robot scavenger hunt among key bloggers to compete against one another, and looped in Mike Arrington, the influential TechCrunch leader.
Mom Central Consulting: ABC Brand Ambassador Campaign:
To elevate the ABC daytime brand, Mom Central launched an incentive program, where those moms selected Mom Ambassadors (those with the most influence and activity spreading word on General Hospital), would each receive a gift bag and, for one lucky mom, a walk-on role, along with an all-expenses paid trip to LA with a friend to appear the show.
MS&L Group - Crest & Oral-B 3D White "Pre-Seeding' Campaign:
To raise awareness of the 3D White collection among both key influencers and existing consumers interested in teeth whitening, MS&L created a custom survey with DailyCandy to home in on the 3D White demographic. The DailyCandy dedicated email reached 500,000 beauty influencers and drove 40,000 unique visitors to www.3DWhite.com during the first week of pre-sale.