2011 Digital PR Awards – WOW! Award

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

Leading into 2010, MWW Group helped Nikon plan and launch a completely new kind of film festival—one that relied entirely on social media. This initiative earns our WOW! Award, which celebrates an original, creative approach to the use of digital channels. The agency selected Nikon spokesperson Ashton Kutcher, along with actor Rainn Wilson and Internet star iJustine, to both judge and promote the festival. The judges shared their personal videos shot on the Nikon D-SLR camera to guide the entrants. Winners were announced on iJustine’s popular YouTube channel. This effort to reinforce for consumers the Nikon brand’s capacity for digital innovation yielded great success. The festival received 2,200+ video submissions, NikonFestival.com received 500,000+ hits and the campaign grabbed 121+ million digital media impressions. —SP

Honorable Mentions

American Airlines and Weber Shandwick – Mystery Miles: More Then 230,000 Take Flight on Facebook With the AAdvantage Program: Within one week of the Tweet to Win 30,000 Miles launch, AAdvantage’s Twitter following increased by 70%.

Mullen – Century 21 Real Estate LLC Buys Virtual Real Estate: Mullen’s campaign created Century 21-branded virtual structures within ngmoco’s popular “We City” mobile game in which players build their own cities.

RF Binder Partners Inc. – Talenti Gelato e Sorbetto Facebook Campaign: Armed with a budget of $300, RF Binder developed a Facebook contest that highlighted the reusability of Talenti jars.

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