Winner: MWW Group – Jimmy Dean and Hillshire Farm Cook Up Social Media Results at BlogHer
To drive trials for new product launches from Jimmy Dean and Hillshire Farm, MWW Group provided samples of new products to the majority of the 2,400 bloggers in attendance at BlogHer 2010 in New York. The team created a go-to space on the showroom floor that made each brand a major story, and researched and targeted 100 of the event’s top bloggers in attendance to endorse the new product launches from both brands. These influentials were engaged and immersed in the brand experience so that they could “touch, taste and smell” both brands. Bloggers received samples of new products and attended cooking demonstrations by brand chefs. The team scheduled a taping of Rachael Ray’s popular “Twitter Gourmet” segment to be filmed at the booth, and Hillshire Farm and Top Chef host Padma Lakshmi hosted a sandwich-making contest between 16 bloggers and conducted an on-site satellite media tour offering sandwich tips. As a result, both Jimmy Dean and Hillshire Farm ranked among the top-four most talked about brands at BlogHer, with Jimmy Dean capturing the largest online share of voice among all brands. —BM
Honorable Mention
Weber Shandwick: Ragú Mom’s the Word on Dinner: Launched as a community for moms to talk about a shared, common experience—dinnertime— WS tapped Facebook and Twitter to extend the conversation and enable Ragú to offer delicious recipes and cooking and tips.