Winner: 1800flowers.com/MWW Group – Turning 1-800-Flowers.com’s “Spot a Mom” into a Social Media Movement
MWW Group and 1-800-Flowers.com’s Spot a Mom integrated traditional and digital media campaign was based on a simple, caring Mother’s Day concept—people were encouraged to spot a mom, celebrate her and make sure that no mom was left behind on this special day. MWW tapped into the online mommy community and spotted mommy bloggers who best represented certain mom archetypes. And what did these “spotted” moms receive in recognition? A floral bouquet, of course. This online exposure helped 1-800-Flowers.com reach its Mother’s Day sales goal despite the down economy, and nearly 50% of the brand’s online conversations took place on Twitter.
Covalent Logic – Hilton Global Media Center: In summer of 2009, Hilton partnered with Covalent Logic to develop the Hilton Global Media Center, a multi-lingual tool that can be used by journalists worldwide to help them stay on top of Hilton news. Within months of launch Hilton saw a 5% increase in positive media coverage.
Fort Worth Opera Online: The Fort Worth Opera set out to surprise the public with an online campaign that said “we’re not your grandma’s opera company.” Conversational language on the new site, frequent blog and social media comments and postings and formal training of opera employees to be the company’s online voices are projected to help double site traffic.
Maxwell PR – Yogi Well-Wishes: Maxwell PR developed a campaign for tea company Yogi that presented the brand as a source of herbal and wellness expertise. A Well-Wishes site and an accompanying social media pushed inspired consumer engagement and drove product trials and sales through samples.
National Geographic Channel – Expedition Week: Nat Geo combined a broad outreach to TV and entertainment sites with a targeted approach to online editors and bloggers who might have interest in specific Expedition Week topics. This, plus a wide array of digital content for consumers—including the “headshrinker” application—resulted in more than 70 prominent online mentions about the franchise.
PepsiCo/Weber Shandwick – PepsiCo SXSW Site: For South by Southwest 2010, PepsiCo invited 12 employees to serve as both company ambassadors and on-the-ground reporters to share experiences with their colleagues. This internal story was ultimately shared externally via PepsiCo.com and the employee blog, highlighting the brand’s continued sponsorship of this essential music festival.
Royal Caribbean/Weber Shandwick – Online Oasis: Weber Shandwick and Royal Caribbean launched a site that would serve as the epicenter of Royal Caribbean’s online media network and generate media interest in its most innovative cruise ship, Oasis of the Seas, which was still in the early stages of construction. The digital content about the new ship created a halo effect for the brand, with marketing statistics showing preference for Royal Caribbean at a higher level since the launch.