Winner: Hilton Hotels & Resorts – Global Launch of eforea: Spa at Hilton
Launching its first branded spa, “eforea,” in October 2010 in Short Hills, N.J., a hot stones throw away from New York City, Hilton engaged TV celebs to attend the opening event. A special media landing page—fed by activity on Twitter, Facebook and YouTube—enabled trade, business and consumer media to view video tours and interviews, download images, access the spa’s menu and more. The media reaction was almost too good, as uninvited reporters and celebrities clamored to attend the event. More than 70 media members did attend, from Condé Nast Traveler, Men’s Health, Travel Weekly and more. —SVC
Honorable Mentions
MWW Group – 2010 Celebrity Bowling Hall of Fame Campaign (BPAA): To elevate the sport of bowling, MWW engineered an online Bowling Hall of Fame election—propelled by celebs like Taylor Swift (the winner) and Jimmy Fallon—that attracted media with 20-something audiences. More than 1.3 million votes were cast.
Weber Shandwick – Telekom Twitter- Reporter: Partnering with online, print TV and radio outlets, Deutsche Telekom consumer reporters tweeted out their favorite moments at special branded events.