Co-Winner: R&R Partners Public Relations - Vegas Season
R&R Partners Public Relations collaborated with Las Vegas to increase consumer awareness and education of the unique experiences the city has to offer. In Las Vegas there was an opportunity to create more video content that would develop a positive relationship between the city, the media and consumers. By partnering with popular DJs Krewella, duo and MGM Grand, the partners created a video entitled “Krewellavator” highlighting Las Vegas' music and nightlife scenes. In the video, unsuspecting guests are surprised with an unforgettable and over-the-top music experience.
The video reached extensive views, domestically and internationally. The video was shared and discussed on multiple social media platforms and picked up by top-tier music entertainment outlets including EDM Online, Dailymotion and Your EDM, as well as by local media outlets. All told, the video secured 24 media placements and reached more than a million consumers.
Co-Winner: Weber Shandwick & National Pork Board - Grill Crashers
In an effort to increase pork’s position on the grill throughout the summer, Weber Shandwick and the National Pork Board teamed up to inspire consumers to cook more pork. Based on extensive audience research and insights, the National Pork Board and Weber Shandwick came up with a plan to create an original video series highlighting grilled pork.
The partners knew they needed an celebrity partner to cut through the noise of the summer months. After extensive research, they landed on actor and comedian Donald Faison (of “The Exes,” “Clueless” and “Scrubs”), who would be able to bring humor, an engaging personality and his passion for grilling to the campaign. Social media posts alone drove more than 90,000 visits to the campaign site. Video views totaled more than 2 million with a 65 percent video completion rate. The campaign successfully won coverage in top media outlets like InTouch, US Weekly and Yahoo! Celebrity.
Honorable Mentions:
- Bel Brands USA/The Laughing Cow - Love Your Local Events
- MWWPR - Accelerating Change with Innovative Social Strategies
- Weber Shandwick & Mars, Inc. - M&M'S Red Nose Day #MakeMLaugh Campaign