Co-winner: Euro RSCG Worldwide PR – Campaign Money Watch ‘They Win U Lose’
With partner Campaign Money Watch, Euro RSCG fought aggressively to reinvigorate the core Obama voter base before the 2010 midterm elections. Focusing on six states with closely contested Senate elections, every tactic was designed to generate diverse opportunities for coverage; these tactics included articles, op-eds, bylines, blog posts, online advertising, viral assets and social media. Celebrities including Wyclef Jean and actress Beth Broderick blogged and tweeted for the cause on outlets ranging from the campaign’s Web site to CNN.com and Huffington Post to regional publications. The two-week media blitz drew 1.05 million unique visitors to the home page and earned 130 online media placements. —BM
Co-winner: NEI and Burson-Marsteller – Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis
Burson-Marsteller and the Nuclear Energy Institute (NEI) quickly addressed a crisis of confidence in American nuclear power in the aftermath of the March 2011 earthquake in Japan. A dedicated digital crisis team served as the focal point for crisis messaging and outreach to key stakeholders capable of shaping public opinion through the @NEIupdates Twitter account, the NEI Nuclear Notes blog and a branded YouTube channel, positioning NEI as a credible source on nuclear safety and information. —BM