2013 Social Media Icon Awards: Twitter PR Campaign

Winner: Academy of Country Music - 2012 ACM Awards

In lieu of a traditional press conference, the Academy of Country Music hosted in 2012 the first-ever digital press conference for an awards show nomination slate—on a $0 budget.

Every available awards category was delivered in real time to fans and media alike via ACM’s Facebook and Twitter channels. Fans submitted videos of themselves announcing the name of the artist(s) they would like to see get nominations. The academy pulled those videos into a package that was posted as the final category “read” online during the digital press conference. Fans were reminded to submit videos and “tune in” to the digital press conference by host Reba McEntire via short, energetic videos posted in the days leading up to the event.

In addition, other familiar faces participated by announcing/“reading” specific categories via video clips (as individual posts/tweets), including Lionel Richie, TV Line’s Michael Ausiello, 2 Broke Girls’ Beth Behrs and Entertainment Tonight’s Nancy O’Dell.

The academy posted reaction videos from nominated artists immediately following the digital press conference. To increase awareness about social media opportunities and the official hashtag (#ACMs), the team created a splash page during ACM Awards weekend for the website to make sure all visitors see the digital push. For the first time, the 2012 show included a significant component: live artist and fan tweets will be featured on-air as part of the CBS broadcast.

The digital press conference reached 14.2 million Twitter accounts, and tweets per minute during telecast increased by 863% (1,320 tweets per minute vs. 153 tweets per minute in 2011). —Bill Miltenberg

Honorable Mentions:

·      Cathay Pacific Airways - Cathay Pacific Klout Campaign

·      Dixon Schwabl - RBC Heritage

·      Littelfuse - Littelfuse Speed2Design

·      National Safe Boating Council - NSBC and Paul Werth Associates: 2012 “Wear It!” Campaign Increases Awareness of Boating Safety

·      Smithsonian National Zoological Park - #PandaAI

·      Weber Shandwick + MilkPEP – The Breakfast Project

Return to Social Media Icon Awards 

1 Comment


About Bill Miltenberg

Community Editor at PR News.

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech


Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook


This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

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.