Winner: Allrecipes.com – 2009 Thanksgiving Webcast
To position itself as the online go-to Thanksgiving resource, Allrecipes.com invited home cooks into its kitchen the day before Thanksgiving for a live webcast to view staff preparing its budget menu. In advance, Allrecipes.com issued a media alert announcing the live step-by-step demonstrations and social media Q&A, and the alert also invited local broadcast media and bloggers to be on site during the webcast. Between segments, viewers received stats related to regional top recipes and were able to ask questions in real time.
More than 40,000 home cooks from 24 countries tuned in. Allrecipes.com’s holiday webcast and trend data received wide media coverage, including placements in the New York Times and the Chicago Sun-Times.
Smithsonian Institution – Smithsonian Behind the Scenes: First Ladies Collection: To present itself as more than the “Nation’s Attic,” the Smithsonian Institution released a short video showing the behind-the-scenes creation of the First Ladies exhibition, one of the most popular exhibits at the museum. The PR team promoted the video to Web sites covering fashion, politics, entertainment, African-American interests, Michelle Obama and general news outlets to drive viewers to the Smithsonian YouTube channels.
Lion Brand Yarn – YarnCraft: Lion Brand Yarn airs a half-hour co-hosted radio-style show every two weeks to create consumer awareness and brand loyalty. The podcast requires no out-of-pocket costs, and its listeners said in a survey they are 82% more likely to be brand loyal.
Areva/RF | Binder Partners – Recycle It!: Gathering an Industry for a Discussion on Nuclear Fuel Recycling:
To help Areva present nuclear fuel recycling as a safe and profitable solution to nuclear waste in the U.S., RF | Binder created a webcast that aired live from Washington, D.C., and France that was targeted at influencers in the energy sector.
Wines of Chile USA/RF | Binder Partners – Chilean Wine Goes Virtual: Connecting Bloggers Through Innovative Online Tasting: To reach the growing community of bloggers and promote Chile as an emerging wine-making region, RF | Binder organized two online wine tastings. Participants simultaneously tasted Chilean wines and interacted with winemakers, a moderator and other participants in a chat room and on Twitter.