Winner: Sesame Workshop – Sesame Street’s 40th Anniversary
Tasked with honoring Sesame Street’s 40th anniversary, Sesame Workshop crafted a robust campaign to cement the show’s iconic legacy and to market its new segments, format and CGI animation style. With segments and congratulatory messages from the Obama family, anniversary events in New York and Washington, D.C., a satellite media tour with 19 domestic morning shows, eight major national print features and major daily coverage in the top 35 markets, Sesame Street’s 40th anniversary became a national event. Sesame Workshop also capitalized on social media outlets, launching a Sesame Facebook fan page, YouTube clips with celebrity segments from Season 40, a character-run Twitter account, in-studio Mommyblogger events and a weeklong Sesame Street Google Doodle that generated over 1.9 million visits to SesameStreet.org. Thanks to the campaign's wide scope, Sesame Street’s viewer rating went up nearly 60% from 2008, becoming the No. 1 favorite among preschool children, and tying for No. 2 as the most-watched preschool show. The campaign successfully garnered top-tier media coverage and reaffirmed Sesame Street’s position as an influential part of pop culture.
Sealed Air Corporation/Coyne Public Relations – The Pop Heard Round the World: Bubblewrap’s 50th Birthday: In celebration of the 50th anniversary of Bubble Wrap, Sealed Air Corp employed Coyne Public Relations to implement a multi-tiered campaign that generated more than 680 million consumer impressions that celebrated the product’s birthday and reinforced the Bubble Wrap brand.
Andrea Clark & Associates – Academy of the Scared Heart: A Golden Celebration: The Academy of The Sacred Heart’s golden anniversary celebration broadened awareness of the school’s public profile, and strengthened community relations through its signature Leaders of Conscience Speaker Series and its aggressive pursuit of key media partners.
Cone Inc. – Jockey International Celebrates 75th Anniversary of the Brief: Cone launched a multi-dimensional media outreach campaign commemorating Jockey’s 75th anniversary milestone while continuing to position the brand as an innovative trend-setter. Cone leveraged new media and other nontraditional promotions to generate buzz, resulting in more than 86 placements and 128 million impressions.