2010 Digital PR Awards: Social Networking Campaign

Winner: Levick Strategic Communications – Supporting the Search for Morgan Harrington

When college student Morgan Harrington went missing, Levick and the Harrington family turned to social networks to raise awareness and generate leads. After launching main information portal FindMorgan.com, Levick developed a blog that allowed the family to share developments, a Facebook page where supporters could post messages, a Twitter account for new developments and a YouTube channel where videos could be shared with the community and potential volunteers. The campaign generated 31,000 Facebook friends, 2,000 YouTube views, almost 1,000 Twitter followers and over 660,000 visitors to the Web site. Morgan’s remains were ultimately found, although her killer is still at large.

Honorable Mentions:
The Coca-Cola Company – Expedition 206: 365 days, 206 Countries, 1 Mission:

This virtual postcard captured the journey of Coca-Cola's “Happiness Ambassadors”—a team of young people traveling around the world to find out just what makes people happy. Consumers and fans were able to vote for the team they wanted to travel to 206 countries over the course of a year.

DigiNovations – Launching the PiperSport:
With just eight days to prepare for the launch of the PiperSport, DigiNovations produced a campaign that leveraged Facebook, YouTube and Twitter to generate buzz and sales for the brand.

Fleishman-Hillard Texas – Chevrolet at SXSW:
Fleishman-Hillard helped Chevrolet plug into the tech-savvy crowd at SXSW by setting up a “recharge lounge” where attendees could recharge their electronic devices. The presence at the festival generated millions of media impressions, 1,200 new Twitter followers and 8,764 Facebook fans.

MS&L – Lose-A-Palooza Social Media Action Day:

The Lose-A-Palooza social media campaigned leveraged Twitter, Facebook, blogs and key influencers to expand Weight Watchers' Lose for Good program. Participants lost more than 4 million pounds and Weight Watchers donated $1 million to select charities.

O’Malley Hansen Communications – Sharing the Mama Sagas:
With the help of the Second City comedy group, O'Malley Hansen Communications and Sara Lee Deli created viral videos showcasing various “Mama Sagas.” Moms took notice of the videos—and Sara Lee Deli—generating more than 2.2 million views on Metacafe and 200,000 video views on Facebook.