Winner: Fleishman-Hillard – @ATTSXS W 2010
Fleishman-Hillard turned to Twitter to help AT&T reach the smartphone users and high influencers attending the 2010 SXSW music festival in Austin, Texas. Using the Twitter handle @ATTSXSW, AT&T showed it was actively listening to conversations by responding to both positive and negative tweets relating to the use of AT&T’s network at the festival. Beyond retweeting news, the campaign team had created an editorial calendar of tweets linked to raffles, speaking engagements and directions to device charging stations. During the festival, 250 tweets used the #attsxsw hashtag, and 105 retweets were made about the network.
Honorable Mentions:
Cisco Systems - "I Am the World's Most Interesting Intern"
Cisco Systems leveraged Twitter to generate buzz around its "I Am the World's Most Interesting Intern" video, tweeting on all of the Cisco-sponsored Twitter handles. The video blog series has been Cisco’s most viral video campaign to date, with the first video receiving over 64,000 views on YouTube and 1,167 tweets.
Discovery Communications - @MythBusters:
Discovery Channel launched @MythBusters, the official account of the MythBusters TV show, in the fall of 2009, with activity centered around live Twitter-based chats with MythBusters hosts. As a result of the chats and tweet boosters like the "Superfan" sweepstakes, which gives winners the opportunity to meet the show hosts, the Twitter community has grown dynamically.
GolinHarris - Experiencing Princess Cruises 140 Characters @ a Time:
GolinHarris invited bloggers and tweeters to experience Princess Cruises through a series of activities and share updates continuously throughout a seven-day cruise, chronicling their personal experiences with their many followers in real time. The top tweeter sending nearly 500 updates throughout the cruise
Text 100 Global PR and Context Analytics - Lenovo Gives SMBs a Sweet Business Edge
To launch the ThinkPad Edge in a way that would resonate with SMBs, the Text 100 team chose a New York City-based small business, the CupcakeStop, to help drive promotional tactics through Twitter and Facebook. The PR team equipped the shop with one of the Edge models, which enabled it to easily stay connected in real time throughout the day with CupcakeStop's more than 14,000 followers on Twitter—and give away 100 ThinkPad Edge-themed cupcakes.