2011 Platinum PR Awards: Web Site Marketing

Winner: Zocalo Group & Dell – The Dell Inspiron Storybook Online Experience

To promote Dell’s new touch-screen family computer for the 2010-2011 winter holiday season, the Zocalo Group worked with the computer company to unveil the “Dell Inspiron Storybook Web Site.” While the main purpose of the multi-functional site was to show the Inspiron computer in action, it also allowed users to create personal “madlib” style videos—where users could insert information or content to generate and download an animated video. This interactive campaign was complemented by other promotional tools, including celebrity-made videos, sweepstakes and a webcast and “Twitter Party” that enabled users to ask questions about the product. The site received 204,079 unique visitors over the course of the campaign, while over 1,000 consumers created animated videos on the site. Furthermore, the campaign generated over 25 million social media impressions and 237,617 sweepstakes entries. —SP

Fast Fact: The 300+ participants at the Mom Spark Twitter Party drew 4,800 tweets in just one hour.

Honorable Mention:

Siemens Industry Inc. – Plantville, a Siemens Initiative: The interactive game, designed to educate future generations of plant managers and engineers about sustainability, attracted 9,400 players from 133 countries on Facebook, and generated over 97 million total media impressions.

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