2010 Digital PR Awards: Video

Winner: Eric Mower and Associates – ‘The Jobsite’ Product Demonstration Video

To launch Legrand/Pass & Seymour’s new PlugTail device, Eric Mower and Associates told a story within a humorous demonstration video. Inspired by the TV show The Office, the “Jobsite” video showed the PlugTail Switch’s function and benefits, while set in a fictional construction site setting. The storyline, characters and construction site humor made the video memorable and true to life, allowing the video to become an icebreaker for sales calls, an in-store promotion piece and a PR component for online marketing efforts. Within the first four months, more than 4,000 unique visitors came to the product Web site, about 2.5 times the normal site traffic. As of summer 2010, “The Jobsite” had played nearly 1,500 times, with more than 760 additional views on YouTube. P&S budgeted a sales increase of 30% in 2009, due in part to the video’s success.

Winner: O’Malley Hansen Communications – Sharing the Mama Sagas

As a way to build awareness and drive sales of Sara Lee Fresh Ideas pre-sliced deli meat, O’Malley Hansen Communications created the “Mama Sagas” videos, positioning the product as a solution to simplify the lives of moms. To reach an untapped audience of 32 million online moms audience, OHC worked with Second City Communications to develop three satirical Web videos, which were hosted on Metacafe. The Mama Sagas campaign received more than 2.2 million video views on Metacafe and 200,000 video views on Facebook. The Sara Lee Deli Facebook page had 65,000 coupons downloaded and experienced a 6,800% increase in unique visitors in just two weeks.

Honorable Mentions:
Amerigroup Corporation - Amerigroup Real Stories:

Amerigroup's Real Stories video campaign—a collection of short videos showcasing different real encounters with Amerigroup members and their case managers—showcases a cross-section of the people the group aids, and serves as a public relations and awareness tool. Since launch, the group has seen a spike in donations, and case study managers have noted an increase in general awareness of the group's mission.

Cohn & Wolfe - Panasonic Toughbook 31 Launch:

Cohn & Wolfe generated maximum buzz about the Panasonic Toughbook launch by using aggressive blogging outreach. As a result of posting dynamic images and videos on all of the Toughbook-branded social media channels—including Facebook, Twitter, YouTube and Flickr—within three days Toughbook videos scored 4,204 views.

Con Edison - The Power of Green Video Series:
In June 2009, Con Edison began producing a series of two-minute videos that feature Con Edison employees speaking to customers in their own words about energy efficiency, as part of overall efforts to encourage New Yorkers to conserve energy and identify Con Edison as an environmentally friendly company. The series of 14 videos has been viewed more than 77,000 times, averaging over 220 unique users daily.

FD International - Coldwell Banker On Location:
Coldwell Banker developed a branded real estate channel on YouTube to empower consumers to search and find video real estate content, including Property Video Tours, Agent & Office Videos and Local Community Videos. Users can quickly and easily browse video content via a map interface, where they can see locally relevant content created by a network of Coldwell Banker sales agents. Since it's launch in May, 2009, On Location has received over 1,512,938 channel views.

O'Malley Hansen Communications - Expedition Hanesbrands: Taking Expedition Blogging to New Heights:
As part of a campaign to boost Hanesbrands' image in the outdoor gear market, O'Malley Hansen launched climbwithus.com, which boasts an array of expert-level content including videos documenting Mt. Everest expeditions in real time. These videos were posted to climbwithus.com and linked through Twitter via @ClimbWithUs by a team in the United States.

UCLA School of Nursing - Healing and Hope in Haiti
One month after the devastating earthquake in Haiti, a UCLA  faculty member headed out to help for a few days, bringing a Flip video camera with her to record her experience. Since posting, the gripping account has had over 1,000 views on YouTube. The video also ended up inspiring a visit from the Haiti ambassador, who came to hear stories from several UCLA nurses about their efforts in Haiti.