PR News saluted the winners and honorable mentions of the 2012 Digital PR Awards at a luncheon event on October 1, 2012, at the Grand Hyatt in New York City. More than 200 communications leaders attended this prestigious event which celebrated creativity, technical savvy and storytelling skills in digital communications.

It's a cliche to say that all the finalists are winners, but in the case of the 2012 Digital PR Awards, all the campaigns and teams that were honored on October 1 capture the inspiring combination of public relations at its finest and the expanding power and reach of digital platforms.

Complete Coverage of the Digital PR Awards Luncheon   
Photos from the Luncheon 

You can order additional awards for your team by filling out this form. If you have questions, please email Mary Lou French at mfrench@accessintel.com.


Blog (Organization)

ESPN - ESPNFrontRow.com

Honorable Mentions:
  • Charles Schwab - What I've Heard
  • Lockheed Martin - MFC Viewpoint
  • The National Archives and Records Administration – Today’s Document
  • Research in Motion - Straight to the Source: How the BlackBerry Blog Team Helped Customers Discover What They Love About PlayBook OS 2.0

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Blogger

Kathleen Henson, Henson Consulting - The Bubble

Honorable Mentions:

  • Steve Cody, Peppercom - RepMan
  • Todd Defren, SHIFT Communications - PR-Squared
  • Gini Dietrich, Arment Dietrich - Spin Sucks
  • Shel Holtz, Holtz Communication + Technology – A Shel of My Former Self
  • Jeff Simmermon, Time Warner Cable - Untangled

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Cause Marketing/CSR

Ogilvy PR Australia - Kleenex Cottonelle: Pin to Make a Difference

Honorable Mentions:

  • AOL - TOMS ODWS “100,000 Voices Challenge”
  • Cone Communications - Timberland’s 2011 Arbor Day Campaign
  • Look Good Feel Better - Look Good Feel Better Celebrates Women with Lancôme Canada
  • MWW- Jimmy Dean Launches No Kid Hungry Initiative at BlogHer '11
  • Pearson Foundation - We Give Books
  • Popchips - Game Changers
  • Stonyfield Farm - Organic Stories: From Farm to Table

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Contest/Game

Porter Novelli - Ben's Beginners Cooking Contest

Honorable Mentions:

  • AICPA - Put the smack down on flimflam
  • GolinHarris/McDonald's- Perfect Pair: Frozen Strawberry Lemonade
  • Littelfuse - Littelfuse Speed2Design
  • rbb Public Relations - Team Vlasic
  • Zocalo Group - Tastes from Home with Frito-Lay

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Crisis Management

American Airlines and Weber Shandwick - "Like This" American Airlines Responds Socially to Alec Baldwin Incident

Honorable Mentions:

  • Chesapeake Energy - Responding to Rolling Stone
  • Chevrolet: General Motors - Volt NHTSA Investigation
  • Hospital for Special Care - Response to Shooting at Hospital for Special Care
  • PCIAA & RMIIA  - Are You Wildfire Ready?
  • TTNET - Rate Hike Period Communications Management
  • Weber Shandwick - McDonald’s China Crisis 315 Management Leveraging Social Media

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Digital Communicator

Samara Finn - Marina Maher Communications

Honorable Mentions:

  • Tim Haran - USANA Health Sciences
  • Richard Licata - NBC Entertainment

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Digital Marketing Campaign - $100K and under

Ogilvy PR Australia - Kleenex Cottonelle: Pin to Make a Difference

Honorable Mentions:

  • Discovery Communications - Shark Week 2011
  • D S Simon Productions, Inc for HP Hood and the Dairy Management, Inc.- The NFL Gets Down with Dairy during National Dairy Month
  • HORN - Tech the Halls: HORN Turns Reporters Into Rockstars
  • Linhart Public Relations and Vermilion Design + Interactive - Rudi’s Organic Bakery: “Brighter Days Giveaway” Drives Awareness and Sales
  • PR Newswire Association, LLC and Apple Vacations - Dominican Republic Winter Getaways Have It All

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Digital Marketing Campaign – $100K - $200K

The History Channel - Hatfields & McCoys

Honorable Mentions:

  • CRT/tanaka - Vibrant Rioja Social Media Program
  • Emerging Media - Dirty, Sexy Gadgets
  • NBC Entertainment - For Your Emmy Consideration

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Digital Marketing Campaign – $200K - $500K

MilkPEP and Weber Shandwick - "REFUEL | got chocolate milk?" my After Campaign

Honorable Mentions:

  • The Hershey Company - Twizzlers Landmark Summer Promotion
  • HORN - NBC and News Corporation Sweep CES with Breakout Digital Product Launch
  • Lippe Taylor Brand Communications - Schick Intuition Simplifies Lives with “The Simplicity Project”
  • RadioShack and Weber Shandwick - Saving America Money, One Mobile Makeover at a Time
  • Save Our Water/ACWA - Save Our Water

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Digital Marketing Campaign - $500K+

Porter Novelli - HP Inkology

Honorable Mentions:

  • AICPA - ThisWayToCPA
  • Boeing - From Inspiration to Innovation
  • Current Lifestyle Marketing - Glad Black Bag’s Wild Life Campaign
  • Simantel - Cat® CT660 Vocational Truck

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Digital PR Campaign

PBS - Masterpiece “Downton Abbey, Season 2” Digital Fan Engagement

Honorable Mentions:

  • The Clorox Company with Ketchum - Bleach It Away
  • Eukanuba - P&G Eukanuba 28 Days Challenge Social Media Campaign
  • Everyday Health - Everyday Health’s YouTube Channel Launch
  • Inner Circle Labs - Zite From News Reader to News Leader
  • MWW - The Warner Sound Captured by Nikon
  • Food Network and Text 100 - Food Network’s The Great Food Truck Race

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Digital PR Team of the Year

American Red Cross (co-winner)

MWW’s Dialogue Digital (co-winner)

Honorable Mentions:

  • Fleishman-Hillard
  • Kaiser Permanente
  • Lantronix 
  • NBC Entertainment

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Email Newsletter

Toy Industry Association - Toy News Tuesday, the Toy Industry Associations Weekly e-Newsletter

Honorable Mentions:

  • Bhava Communications - Beyond the Lead Database: Engaging Cloudera’s Community with an Interactive e-Newsletter
  • Hunter Public Relations - Hunter PR: The 511
  • LEWIS PR US  - LEWIS PR Newsletter 2011 – 2012
  • Peppercom - Trading in innovation: Peppercom’s Innovation Mill
  • UCSF - Pulse of UCSF

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Employee Communications Online

Capstrat - Diversified Information Technologies Facebook Group

Honorable Mentions:

  • Bacardi Limited - One Bacardi Anniversary Hub: Celebrating 150 Years of Bringing People Together
  • Newlink Communications - Digitally Bringing Arcos Dorados Staff to the McDonald’s Worldwide Convention
  • Northwestern Memorial Hospital - Connections Online
  • Ogilvy PR - State Fund’s Rumor Mill Clearinghouse

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Facebook Communications/Uses of Facebook

PepsiCo - Tropicana: 100% Florida OJ Love

Honorable Mentions:

  • Cisco Systems - Building Engagement on Cisco’s Corporate Facebook Page
  • Esurance - Supporting the Trevor Project
  • Integrate PR - Goode Company BBQ
  • Marion, Montgomery, Inc. - Direct Energy Social Relaunch
  • rbb Public Relations - Team Vlasic
  • RF|Binder - al fresco All Natural Milestone Promotion: Generating Buzz for a New Product Using Social Media
  • The Ritz Carlton - Let Us Stay With You
  • Sprout - Sprout's Hooray for Mother's Day Sweepstakes
  • TBWA/Chiat/Day - Nissan & Habitat for Humanity Charity Game
  • Weber Shandwick - American Airlines Invites Customers to “Fly for the cure,” Launches virtual Pinkboard to Honor National Breast Cancer Awareness Month

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Influencer Communications

GroundFloor Media - Launch of LiveWell Moms Ambassador Program

Honorable Mentions:

  • CRT/tanaka - Making Mom Bloggers Carpet Cleaning Converts
  • GolinHarris - The Family Arches Community
  • MasterCard - MasterCard e-Influencer Campaign
  • SHIFT Communications - Influencers Join the Block Party

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Intranet

The Nature Conservancy - CONNECT

Honorable Mentions:

  • Bacardi Limited - ONE Bacardi Intranet Connects Employees
  • Intellectual Ventures - IVWeb
  • Liaison Technologies - How a Nearly Zero-Cost Intranet Unified Nine Offices on Two Continents
  • Turk Telecom - TT  Intranet – ilettisim
  • Weber Shandwick - Social on the Inside: Launch of MyWeberShandwick

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Listening Campaign

Cone Communications - The "Freedom of Yes!" - The Launch of Yoplait Lactose Free Yogurt

Honorable Mentions:

  • MilkPEP and Weber Shandwick - The Breakfast Project
  • Spectrum - The Science of Listening: Using Strategic Communications to Create an Industry Leader

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Location-Based Digital Campaign

The Ritz-Carlton - The Ritz-Carlton World Concierge

Honorable Mentions:

  • AMD - AMD FX/Guinness Record Project
  • Weber Shandwick - McDonald's Kung-Fu Panda II LBS Leveraging Social Media Campaign

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Media Relations Campaign

AMD - AMD FX/Guinness Record Project (co-winner)

Unilever - Suave Professionals® Keratin Infusion™ Launch (co-winner)

Honorable Mentions:

  • Inner Circle Labs - The Three Ps: Predicting People’s Patterns
  • LEWIS PR - Unisys B2B Infographic Media Placements
  • RF|Binder and Akerman Senterfitt - Tweeting with Purpose: Using Twitter as an Extension of Media Outreach

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Microsite/Custom Site

AOL - AOL's Homepage for Heroes

Honorable Mentions:

  • Boeing - From Inspiration to Innovation
  • High Road Communications - Sun Life Financial: BrighterLife.ca
  • Ingersoll Rand - ShopIR.com Launch
  • The Nature Conservancy - Picnic for the Planet - Earth Day 2012
  • NBC Entertainment - For Your Emmy Consideration
  • Raytheon - Rocking Content & Responsive Design = Raytheon at the 2012 Farnborough International Airshow

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Mobile Initiatives

American Cancer Society - QuitBuddy Campaign with Mobile Engagement for Smoking Cessation & Lung Cancer Awareness, February 2012 (co-winner)

Vodafone and Plasenta - VODAFONE Farmer Club: Vodafone Reaps What It Sows (co-winner)

Honorable Mentions:

  • Accenture - Accenture iPhone app
  • DC Interactive Group - Sherman Health ICE App
  • Kanyon Shopping Center - Kanyonline
  • NBC Entertainment - For Your Emmy Consideration
  • TTNET - Tivibu Home Controller

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Most Engaged/Online Community

CRT/tanaka - Vibrant Rioja Social Media Program

Honorable Mentions:

  • The Clorox Company with Ketchum - Bleach It Away
  • GolinHarris/McDonald's - The Family Arches Community
  • Unilever - Clear Scalp and Hair Therapy
  • Vodafone and Plasenta - VODAFONE FreeZone: “Live Young, Live Free”

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New Digital Service/Product

HORN - Dyle, Live Mobile TV

Honorable Mentions:

  • Cone Communications - The Embeddable Mini-Microsite: An Innovation in Blogger Engagement
  • Ground Floor Media - Online War Room™: Securely Simulating Online Conversations and Crises
  • SocialChorus - Influencer Relationship Marketing Software Platform

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New Site

APCO Worldwide - Shot@Life Campaign

Honorable Mentions:

  • American Automobile Association - Safety Knows No Age: Helping Seniors Drive Safer & Longer
  • MilkPEP and Weber Shandwick - The Breakfast Project
  • National Safe Boating Council - BoatOnCourse.com
  • Waggener Edstrom Worldwide - The Shared Learning Collaborative

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Online Newsroom

ConranPR - ConranPR Digital Newsroom

Honorable Mentions:

  • Bally Technologies - Bally Online Newsroom
  • Cisco Systems - The Network: Cisco's Technology News Site
  • Fleishman-Hillard - Designing, Building and Managing AT&T's Best In Class News Hub
  • Hilton Hotels & Resorts with Covalent Logic - Hilton Global Media Center Relaunch/Redesign
  • MWW - Nikon Online Press Room
  • Procter & Gamble - P&G Online Newsroom

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PR Firm of the Year: Digital

Weber Shandwick

Honorable Mentions:

  • Affect
  • Fleishman-Hillard
  • HORN   
  • Integrate Public Relations
  • MWW
  • Porter Novelli

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Public Affairs Campaign

International Franchise Association - Operation Enduring Opportunity

Honorable Mentions:

  • APCO Worldwide - Shot@Life Campaign
  • Property Casualty Insurers Association of America - Put the Brakes on Accident Fraud
  • Southwest Airlines - Free Hobby Campaign

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Redesign/Relaunch of Site

National Council on Crime and Delinquency - NCCD Website Redesign

Honorable Mentions:

  • Charles Schwab - What I’ve Heard
  • Experian Hitwise - The New Hitwise
  • KB Home - The Reimagined KBHome.com
  • Spectrum - Relaunching the Online Face of a Global Leader in Oleochemicals Production

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SEO

CRT/tanaka - Sweetening SEO for the Federation of Quebec Maple Syrup Producers’ Website

Honorable Mentions:

  • Cuyahoga Community College - Optimizing Education: SEO for 120 Programs
  • DMC Harper University Hospital - DMC Harper Bariatric Medicine Institute: Journey to a Healthy Life
  • Great Plains Communications - SEO Campaign: www.gpcom.com
  • LexisNexis® Web Visibility Solutions - Atlanta, Georgia DUI Attorneys: The Chestney Law Firm

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Social Networking Campaign

The Clorox Company with Ketchum - If Mom Had Three Minutes (co-winner)

rbb Public Relations - Team Vlasic (co-winner)

Honorable Mentions:

  • HORN - Tech the Halls
  • MilkPEP and Weber Shandwick - The Breakfast Project
  • Ogilvy PR Australia - Kleenex Cottonelle: Pin to Make a Difference
  • Porter Novelli - Ben's Beginners Cooking Contest
  • Quinn & Co - Affinia Hotels
  • Waggener Edstrom Worldwide - Tweet-A-Beer: Turning virtual contacts into personal connections, one frosty mug at a time

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Twitter Communications

Waggener Edstrom Worldwide - Tweet-a-Beer: Turning virtual contacts into personal connections, one frosty mug at a time

Honorable Mentions:

  • AMD - AMD FX/Guinness Record Project
  • American Airlines and Weber Shandwick - 30 Deals in 30 Days: American Airlines' AAdvantage Program Celebrates 30 Years with a Tweet
  • Cisco Systems - @CiscoSystems: Cisco's Corporate Twitter Handle
  • MilkPEP and Weber Shandwick - The Breakfast Project
  • NYC & Company - Global Twitter Communications Launch
  • U.S. Department of Labor - Equal Pay Twitter Chat

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Video

Coca-Cola Company - Coca-Cola Happiness Machine for Couples

Honorable Mentions:

  • Boeing - From Inspiration to Innovation
  • CIT Group - CIT Executive Insights Video Series
  • Everyday Health - Everyday Health's YouTube Channel Launch
  • Fleishman-Hillard - AT&T YHM: An Inspiring Journey To Better Health
  • Lockheed Martin - MFC Chat
  • Northwestern Memorial Hospital - You Make it Possible
  • Vivid Ascent - Chicago Auto Show Webisodes

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Viral Campaign

Marina Maher Communications - Head & Shoulders' Mane Man Delivers Legendary Results by Scaring "Guy's Guys" All Over the World

Honorable Mentions:

  • AMD - AMD FX/Guinness Record Project
  • GolinHarris/McDonald's - Introducing Chicken McBites: Bite-Sized Enjoyment
  • Mohegan Sun - Mohegan Sun's Shine 360°

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WOW! Campaign

BWK New York - A F***ing Great PR Launch on a Shoestring Budget (co-winner)

Linhart Public Relations and Vermilion Design + Interactive - Rudi’s Organic Bakery: “Let’s Doodle Lunch” Campaign (co-winner)

Honorable Mentions:

  • American Red Cross - Giving a Virtual Hug: American Red Cross and Dell Launch Digital Operations Center
  • HORN - Tech the Halls: HORN Turns Reporters Into RockStars
  • Kaiser Permanente - Every Body Walk!
  • Vodafone and Plasenta - VODAFONE Farmer Club: Vodafone Reaps What It Shows

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