2010 Digital PR Awards: Microsite/Custom Site

Winner: SSM Health Care – Experience Exceptional: Our People

SSM Health Care crafted a campaign that was low on cost, and high on innovation and results. Based on feedback from a system-wide satisfaction survey, SSM created a social media campaign that served to boost morale and entice potential recruits. The company promoted the campaign through Facebook, Twitter and its newsletters. To create a dramatic effect, black-and-white photos of SSM employees were juxtaposed with audio of them talking about their jobs and health care. The word-of-mouth campaign was a winner. From its launch in late March 2010 through June 2010, the ssmpeople. com site recorded 8,144 visits, and more than 26,000 page views. The site has a link to SSM’s jobs page, and as of the end of June the recruiting link had been tapped 1,285 times.

Honorable Mentions:
The Coca-Cola Co. – Expedition 206: 365 Days, 206 Countries, 1 Mission:

Remember when Coca-Cola wanted to teach the world to sing? In this ambitious campaign designed by Fast Horse Inc., the company stepped it up by sending a team of hipsters around the globe to countries where Coke is served to document their experiences via the Internet in videos about their experiences that thus far have been viewed 28,000 times.

Fleishman-Hillard – AT&T Citizenship and Sustainability:

Fleishman-Hillard made the right call with its idea that a microsite would be the best way for corporate giant AT&T to communicate its message of citizenship and sustainability to employees, shareholders, media and consumers. The site received 13,000 page views and AT&T received 150 emails with feedback within three weeks of launch.

Sterne, Kessler, Goldstein & Fox – The Reexamination Center:

How best to rise above the white noise of the blogosphere? Sterne, Kessler, Goldstein & Fox launched an information-heavy resource clearinghouse as a way to become a trusted online resource for patent reexamination, educate potential clients and drive traffic to its Web site.