2012 Digital PR Awards: Digital Marketing Campaign – $200K – $500K


Winner: MilkPEP and Weber Shandwick  – “REFUEL got chocolate milk?” my After Campaign

On March 10, 2012, the group behind the “got milk?” campaign unveiled the REFUEL | “got chocolate milk?™” “my After” campaign, highlighting how refueling with low-fat chocolate milk after exercise can make a difference in athletic recovery, and to showcase how some of the world’s greatest athletes incorporate it as part of their personal "afters." To elevate the message, the Refuel team, including Hugh Williams, Michelle Martin, Alana Horinko, Anna Evans, Traci McMurray, Natalie Horner, Kelly Magnus and Sophia Bly, implemented a digital plan that focused on creating unique, exclusive content promoted through social platforms.

The team recruited an elite team of celebrity and competitive athletes—including Olympic gold medalists and Ironman world champions—to create Team Refuel. A broader range of athletes and influencers were also tapped to help build the Refuel community, generate awareness and educate athletes about the refuel benefits of low-fat chocolate milk. Team Refuel gave an inside look at the after-workout rituals of top athletes through exclusive Webisodes, and invited athletes to apply to join Team Refuel for a chance to get sponsored and star in a “got chocolate milk?” ad. 

From March 10 to May 15, 2012, the campaign earned a 304% growth in its Facebook community (from 17,682 to 71,398), 60% growth in its Twitter following (from 1,440 to 2,307) and drove a 304% increase in Web site traffic to Gotchocolatemilk.com.

Honorable Mentions:

  • The Hershey Company - Twizzlers Landmark Summer Promotion

  • HORN – NBC and News Corporation Sweep CES with Breakout Digital Product Launch

  • Lippe Taylor Brand Communications – Schick Intuition Simplifies Lives with “The Simplicity Project”

  • RadioShack and Weber Shandwick - Saving America Money, One Mobile Makeover at a Time

  • Save Our Water/ACWA - Save Our Water

    Back to the 2012 Digital PR Awards



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