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.


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