Winner: Hunter PR – The Launch of the Kraft Macaroni & Cheese Facebook Fan Page
To build awareness of Kraft Macaroni & Cheese’s new Cheddar Explosion product, particularly with moms, Hunter PR launched a new Facebook page, for which the team developed a six-month editorial calendar of daily and weekly postings. The page had a soft launch prior to the end of Kraft’s contest, in which one child won the chance to “implode” the Texas Stadium. On detonation day, the page began offering a free coupon for the Cheddar Explosion product, attracting 180,000 new fans in just one week. The page met the goal of having 300,000 fans in approximately three months.
Honorable Mentions:
Cisco Systems – Cisco Live 2010:
To promote Cisco Live 2010, all related communications content, including CEO speeches and end-of-day blog posts that summarized the action and announcements of the day, was posted on the Cisco corporate Facebook page. All Cisco Live content amplified on the page received 856 engagements, a total of likes and comments combined.
Clorox Co. with Ketchum PR – Clorox Helps Children’s Health Fund Connect Kids to Care:
Ketchum PR helped spread awareness for Clorox's charitable partnership with the Children's Health Fund, launching the "Connect Kids to Care" Facebook page. For every "Like" Clorox pledged to donate $1 to the fund. The page also features photo albums and updates about kids in need who've been helped through the fund. Clorox reached its goal of 100,000 new “likes” in just six months and, so, is donating the $100,000 to Children’s Health Fund.
DCI Group and Activision Blizzard – Call of Duty Endowment 2010 Memorial Day:
The CODE Memorial Day Campaign increased national focus on veterans issues surrounding the weekend by enlisting thousands of people to "like" the CODE Facebook page; in exchange CODE would donate an additional $1 for each "Like." Within the first 24 hours of the campaign the number of fans had grown to over 8,000, and by Sunday evening the campaign had officially reached its goal of 30,000 new fans.
Fleishman-Hillard – AT&T Holiday 2009: 12 Days of Gifting Sweepstakes:
AT&T launched the “12 Days of Gifting” campaign on Facebook, using an editorial calendar of status updates, daily giveaways and holiday-related content. The campaign generated 7,501 unique entries, 11,368 daily entries and 6,748 opt-ins to receive future promotional materials.
Unilever Klondike with GolinHarris – Klondike host the “Ocho TC Thicker Shell Face-Off”:
Promoting Klondike’s thicker, more chocolatey shell, GolinHarris created the “Roast-a-Friend” application and the roast between football players Chad Ochocinco of the Cincinnati Bengals and Terrell Owens of the Buffalo Bills, both on Klondike’s Facebook page. The campaign generated 630 consumer roasts, an increase of more than 10,000 Facebook fans and 58.8 million impressions in outlets such as CNN Headline News, Toronto Star and msn.foxsports.com.