2012 Platinum PR Awards: Online Communications


Winner: Cohn & Wolfe with Valvoline – Guaranteeing a New Era in Polling: Valvoline & SportingNews.com Team to Empower Fans 

Faced with the challenge of reinvigorating the Valvoline Engine Guarantee program, Cohn & Wolfe decided to go digital while staying true to the program’s spirit. Thus, partnering with Sporting News, a college football poll was created allowing fans to personalize their top 25 football teams. The polls were designed with the ability for users to auto-publish their picks to Twitter or Facebook.

While users were deciding how to rank teams, banner ads promoting Valvoline’s motor oil guarantee program were just as prominent. The plan was designed to make the connection between content and creative ad branding a natural one. The integration was a success, as Vavoline saw a 20% increase in growth online for the Valvoline Engine Guarantee program and an increased level of engagement—10,000 fan polls were created. —JH 

Honorable Mentions:

Piedmont Healthcare – Piedmont Healthcare Launches HealthWatchMD: Piedmont Healthcare created its Web site, HealthWatchMD, as a way to share health advice and life-improvement tips with its patients. The site was able to bring the hospital’s services to life through news videos, blog posts and live chats. 

County of Los Angeles, Chief Executive Office –
LA County Goes Digital With Annual Report: With the hopes of reaching more residents, Los Angeles County created a Web site to house the county’s annual report electronically. In six weeks, the county saw site views grow by nearly 300%.

IEEE with Weber Shandwick – Digital Storytelling to Advance IEEE’s Technology Leadership at CES: To establish itself as the go-to voice for readers who wanted to learn more about technology trends, IEEE became its own content publisher, resulting in more social media influence.

Indianapolis Airport Authority – Maximizing IND’s “front door to the city” during Super Bowl XLVI: To make a good first impression for fans arriving in Indianapolis for the Super Bowl, IAA created an app and Web site that housed helpful information, from flight times to restaurant locations.

InkHouse Media + Marketing –
InkHouse for Zmags: Meet the Connected Consumer: Faced with the challenge of connecting to consumers on tablets with Zmags, InkHouse release research and secured more than 90 placements with media targets in technology and e-commerce.

Marina Maher Communications – Robitussin 100,000 Simple Acts of Relief Sweepstakes and Last Names Giveaway: To reignite consumer awareness of Robitussin, MMC and Pfizer launched The Simple Acts Sweepstakes. The first Act of Relief was the Last Names Giveaway—a national call-to-action offering free products to people whose last names sound like symptoms that Robitussin treats .

Porter Novelli – SOYJOY: “Yo SOY” Hispanic Campaign: SOYJOY partnered with MocoSpace to build an online/mobile destination featuring SOYJOY branded badges and special promotions, resulting 105,000 MocoSpace SOYJOY fans in 10 weeks. 

rbb Public Relations with AlphaStaff – Superheroes of HR: To turn the untapped insurance broker market into a primary revenue driver, AlphaStaff overhauled its Web site with social media links and broker-specific news. 


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