Winner: Consumer Electronics Association – CEA’s Innovation Movement Video Brochure for Capitol Hill
With the objective of finding a unique way to educate U.S. policy makers about key issues concerning its Innovation Movement campaign, the Consumer Electronics Association created a video brochure that was distributed to members of the House of Representatives during its scheduled executive meeting on Capitol Hill on May 11, 2011. The “America is Ready for a Comeback” brochure was paper-thin and used multisensory technology to play six embedded videos that discussed CEA’s Innovation Movement—a grassroots campaign to support public policies such as free trade. CEA team members Michael Brown, Laurie Ann Phillips, Megan Pollock, Laura Hubbard and Grace Ellis secured media coverage by giving influential media members a sneak preview of the video brochure prior to it being delivered on Capitol Hill.
The buzz generated from its media outreach program led to MSNBC calling it the "flyer of the future" during a four-minute segment on CEA's efforts titled "High-Tech Campaigning." The national coverage had an audience reach of 75.5+ million viewers. —SP
Honorable Mentions:
Chrysler Group LLC – Under the Pentastar: Weekly video recap of top stories has garnered more than 400,000 Google search results.
Disney Consumer Products – Disney Fairy Tale Weddings by Alfred Angelo: A behind-the-scenes sneak-peek video that gave viewers a glimpse of a line of Disney Princess-themed wedding dresses went viral with 80,000 views within the first hour of it being posted.
Gibraltar Associates – NGVS Now Natural Gas Vehicles: Driving America’s Future: Gibraltar Associates produced 21 YouTube videos, each targeted to a specific audience and designed to raise awareness of natural gas as a prospective vehicle fuel, which drew over 92,800 views on YouTube.
Hill & Knowlton with Astellas Pharma US Inc. – Science WoRx: Virtual Science Pro: ”Virtual Science Pro,” a video series that included demonstrations of scientific experiments, career profiles and tutorials on the impact of science, helped launch the Science WoRx mentoring program. The videos were uploaded over 7,500 times and increased subscribers to AstellaUS's YouTube channel by 150%.
Multimedia over Coax Alliance (MoCA) – Whole Home DVR Made Easy: The video tutorial for cable service providers and installers was adopted by over six different telco/IP&TV and satellite installers, including DirecTV and Dish Network.
Widmeyer Communications – American Energy Innovation Council: A Business Plan for America’s Energy Future: Videos about AEIC’s mission to increase public investment in innovative energy technologies received over 74,000 YouTube views. They were also a catalyst for President Obama's budget proposal inclusion of the AEIC-recommended $8 billion for research and development of clean energy technologies.