Winner: Edelman – 2012 Volkswagen Beetle Reveal
On April 18, 2011, Volkswagen celebrated the global launch of the 2012 Beetle across three continents with events in Shanghai, Berlin and New York. Edelman Digital launched the @VW Twitter campaign to get consumers excited in real time about the Beetle. A 24-hour promoted trend campaign (#VWBeetle) was launched seven hours before the car was revealed, and became one of the most engaging campaigns ever on Twitter, generating more than 90 million impressions within 24 hours. The campaign had a 44.4% Twitter engagement rate and @VW saw a 16-times increase in the number of daily follows. —BM
Honorable Mentions
American Airlines and Weber Shandwick - 30 Deals in 30 Days: American Airlines’ AAdvantage Program Celebrates 30 Years With a Tweet: The Tweet to Win 30,000 Miles campaign scored a 70% increase in followers for American Airlines.
General Mills Inc. - MultiGrain Cheerios Wins Big on Twitter: Weekly Biggest Loser: Twitter parties with fans helped lift the Cheerios brand.
NEI and Burson-Marsteller - Crisis Management for U.S. Nuclear Industry During Japan Crisis: After Japan’s earthquake/tsunami, “@NEIupdates” served as a focal point for messaging.
PAN Communications - RedPlum Goes #ChicCheap with Holiday Gift Guide: The #chiccheap hashtag helped support a branded holiday party, which became a trending topic on Twitter.