Winner: O’Malley Hansen Communications – Sharing the Mama Sagas
As a way to build awareness and drive sales of Sara Lee Fresh Ideas pre-sliced deli meat, O’Malley Hansen Communications created the Mama Sagas video and social media campaign. OHC worked with Second City Communications to develop satirical Web videos that were hosted on a branded channel on Metacafe. The Mama Sagas campaign received more than 2.2 million video views on Metacafe and 200,000 video views on Facebook. The Sara Lee Deli Facebook page attracted more than 23,000 fans, had 65,000 coupons downloaded and experienced a 6,800% increase in unique visitors in just two weeks. The client and OHC had expected 200,000 video views and 500 Facebook fans—they exceeded expectations by more than 1,200%.
Discovery Channel – LIFE Video Press Kit: To promote the plant and animal-focused LIFE series, the Discovery Channel created a video press kit that played video when opened, similar to an audio greeting card.
The National Shooting Sports Foundation – State of the Industry: To support its trade show and increase hunting and shooting sports by 20%, the National Shooting Sports Foundation made and distributed a “State of the Industry” video at its trade show, attended by more than 55,000 key members of the firearms industry. The trade association later sent the video to more than 5,000 NSSF members and 2,000 media representatives.
Intel Corporation Global Communications Group and Burson-Marsteller Public Relations – Get Smarter with Intel: With the simple message that Intel provides more than just computer technology, Burson-Marsteller alerted consumer and lifestyle media with teaser mailers one week before posting three humorous Web videos, à la mock investigative news reports, on Intel.com and Intel’s branded social media pages.
Conva Tec Inc. – Great Comebacks Celebrating 25 Years:
For the 25th anniversary of its Great Comebacks Program, Conva Tec launched a YouTube channel to feature its archive of videos profiling cancer patients who their stories to inspire others. Conva Tec also utilized its archive of video footage to reunite as many voices possible in a new signature video for the 25th anniversary event.
Continuum Health Partners – “In My back Yard: Dispelling Myths About Methadone Treatment”: To allay people’s fears about methadone treatment programs in their own communities, Continuum Health Partners enlisted Alan Weiss Productions to create a video documentary that presented a “day in the life” of a methadone program in NYC’s Greenwich Village.