2011 Digital PR Awards – Digital Marketing Campaign: More Than $500K

Winner: MWW Group – Nikon Film Festival Social Campaign Championing D-SLR Video

Nikon and MWW Group sought to combat the crowded D-SLR camera market with a campaign that merged the popularity of HD video and user-generated content creation for an online film festival that relied exclusively on social media. Targeting filmmakers, social media influencers, traditional media consumers and the tech-savvy, the 10-week campaign strategy was a crossroads between moviemaking and social media, and capitalized on the the soaring popularity of Twitter star and Nikon spokesman Ashton Kutcher. The campaign generated 500,000+ visits to NikonFestival.com, 2,200+ video submissions, 7,000+ social media followers and 1,000+ one-on-one interactions. —BM

Honorable Mentions

GolinHarris – Magnum Ice Cream U.S. Launch: Actress Rachel Bilson voiced Magnum’s luxury brand message through multiple digital touch points.

GolinHarris and MetroPCS – Snoop Dogggg Launches the MetroPCS 4G LTE Samsung Galaxy Indulge: Snoop Dogg became Snoop Dogggg (with 4G) to promote MetroPCS’ new 4G phone.

Pappas Group – .CO Internet S.A.S. Launch: Pappas deployed social media and viral videos to get the word out about the new domain registration name.

U.S. Army with Weber Shandwick – Sharing the Army Strong Story: Increasing social engagement with potential recruits, an iPhone app, Facebook and Twitter helped the Army exceed recruitment goals for 2010.

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