2012 Digital PR Awards: Microsite/Custom Site


Winner: AOL - AOL's Homepage for Heroes

To raise awareness and support for U.S. military personnel and their families, AOL launched a program that used social actions to trigger the donation of one million minutes of talk time for USO's Operation Phone Home Program, which provides troops with a free way to stay connected with friends and family.

The AOL communications team of Blair Cobb, John LaMarca and Kristin Ciccone, created the microsite AOL.com/heroes, which invited consumers to take simple (and free) actions to support the cause. Participants received weekly reminder e-mails to visit the microsite and continue to support the cause, ultimately to help AOL reach the goal of one million minutes donated.

Facebook and Twitter drove awareness and traffic to the microsite, where visitors were invited to write digital 'Thank You' messages to troops, which were filtered and displayed on AOL's Homepage for Heroes site. The microsite also featured a thermometer-like tracker enabling consumers to see AOL's progress towards the overall goal. Each time a participant took a specific action on the microsite the tracker would reflect the additional minutes and consumers were able to update their friends on how many minutes they had donated.

The goal of donating one million minutes was reached on June 28th, 2012. Social media generated over a million impressions, bringing in more than 30,000 new AOL.com homepage users. 

 

Honorable Mentions 

  • Boeing - From Inspiration to Innovation
  • High Road Communications - Sun Life Financial: BrighterLife.ca
  • Ingersoll Rand - ShopIR.com Launch
  • The Nature Conservancy -- Picnic for the Planet - Earth Day 2012
  • NBC Entertainment - For Your Emmy Consideration
  • Raytheon - Rocking Content & Responsive Design - Raytheon at the 2012 Farnborough International Airshow

Back to the 2012 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.