2011 Digital PR Awards – Twitter Communications


Winner: Edelman – 2012 Volkswagen Beetle Reveal

On April 18, 2011, Volkswagen celebrated the global launch of the 2012 Beetle across three continents with events in Shanghai, Berlin and New York. Edelman Digital launched the @VW Twitter campaign to get consumers excited in real time about the Beetle. A 24-hour promoted trend campaign (#VWBeetle) was launched seven hours before the car was revealed, and became one of the most engaging campaigns ever on Twitter, generating more than 90 million impressions within 24 hours. The campaign had a 44.4% Twitter engagement rate and @VW saw a 16-times increase in the number of daily follows. —BM


Honorable Mentions

American Airlines and Weber Shandwick - 30 Deals in 30 Days: American Airlines’ AAdvantage Program Celebrates 30 Years With a Tweet: The Tweet to Win 30,000 Miles campaign scored a 70% increase in followers for American Airlines.

General Mills Inc. - MultiGrain Cheerios Wins Big on Twitter: Weekly Biggest Loser: Twitter parties with fans helped lift the Cheerios brand.

NEI and Burson-Marsteller - Crisis Management for U.S. Nuclear Industry During Japan Crisis: After Japan’s earthquake/tsunami, “@NEIupdates” served as a focal point for messaging.

PAN Communications - RedPlum Goes #ChicCheap with Holiday Gift Guide: The #chiccheap hashtag helped support a branded holiday party, which became a trending topic on Twitter.


Back to the 2011 Digital PR Awards


Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.