2011 Digital PR Awards – Social Networking Campaign


Winner: Discovery Communications – An Idiot Abroad

To broaden the audience of the Science Channel’s An Idiot Abroad both on-air and online, the Discovery social media team, led by Gayle Weiswasser, VP of social media communication, leveraged Facebook and Twitter to drive viewership of the show. At the end of the season they hosted an all-day marathon that culminated in a live three-hour event, during which fans’ tweets were streamed live on air.

#AnIdiotAbroad became a trending topic during the April 1, 2011, Idiot marathon while there were 30,000 check-ins on GetGlue during the series run. An Idiot Abroad was Science’s highest-rated series ever, with over 20 million unique viewers tuning in throughout the season. —RD


Honorable Mentions

The American Institute of Certified Public Accountants – AICPA Financial Literacy Initiatives: The Feed the Pig campaign offered financial savings tips via Facebook and Twitter.

Kimberly Clark/Ogilvy & Mather Hong Kong – Huggies Babies-On-The-Go: Ogilvy created a Facebook group where parents could share baby photos. The most “liked” pics appeared in “Huggies Babies” promotions on buses around Hong Kong.

MWW Group – Nikon Film Festival Social Campaign Championing DSLR Video: The first ever online film festival featured Ashton Kutcher and other celebs’ personal videos that inspired entrants to upload their own creations.


Back to the 2011 Digital PR Awards




Comments Off

Deals of the Week

Get $150 Off PR News' Media Relations Conference

 media_relations_banners_180x150_ep

Join us on December 11, 2014, for PR News’ essential Media Relations Conference, taking place at the National Press Club in Washington, D.C. You'll learn from top PR professionals how to amplify your organization’s messages through positive coverage in traditional media and through your own branded content initiatives.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.