Winner: Intel and Ogilvy Public Relations Worldwide – Intel Advisors
To help consumers become aware of the importance of Intel processors and other Intel technology innovations, the Intel Advisors board was devised in December 2010 to tap digital lifestyle influencers and connect with Intel’s target consumer audiences. The program sought to build meaningful, authentic relationships with online influencers who engage with consumers and are considered experts or taste makers by the social media community.
Throughout the yearlong program, the Intel Advisors—which represent some of the most influential personalities online and span across parenting bloggers, tech bloggers and even a You-Tube famous vlogger—were provided with exclusive access to Intel technologies, products, executives and events. In return, the Advisors leveraged their social media channels to communicate to their followers about how Intel and technology supports them in pursuing their passions. Advisors participated in major industry and consumer events on behalf of Intel, including the Consumer Electronics Show, South by Southwest, Computex and the Intel Developer Forum. The Advisors helped Intel’s products and messaging land in a variety of new-to-Intel sites that directly reach and engage the consumer audience, including Blissfully Domestic, Manic Mommies and PopGadget. The team reached more than 1.3 million people combined on Twitter. —BM
Fast Fact: Videos made by the Intel Advisors attracted more than 1000,000 views.
Honorable Mentions:
Conover Tuttle Pace (CTP) – Restoring the Spirit of Pinehurst No. 2: CTP repositioned the historic Pinehurst No. 2 course through influencer outreach and compelling content.
GM Western Region Communications and Weber Shandwick Los Angeles – Chevy Best of Tours: Influential bloggers and community members were brought together for a Chevrolet experience that wasn’t meant for auto-enthusiasts.
Huntington Bank – Huntington’s Small Business Platform: In 2010 the Columbus, Ohio Bank launched a program that positioned CEO Steve Steinour as an authority on small-business banking. Steinour was named by TheStreet.com as one of 2010’s most loved bank CEOs.
Southwest Airlines Company – Mosaic - A Southwest Airlines Community Affairs & Grassroots Publication: To showcase its commitment to the communities it serves, the airline shares Mosaic with over a thousand influencers.
Tourism Australia – Oprah’s Ultimate Australian Adventure: To increase tourist visitation from the U.S., Australia tapped Oprah, her audience and crew to travel to Australia and show the benefits and ease of taking an Australian holiday.
U.S. Army—Building an Army of Advocates: Weber Shandwick and the U.S. Army ramped up influencer attitudes and perceptions about joining the Army by rallying 9,000 knowledgeable third-party advocates.
Weber Shandwick and MilkPEP – got milk? Breakfast BlogHer Program: To combat “breakfast skipping,” Weber Shandwick tapped influential bloggers, nutrition professionals and their followers to communicate the benefits of lowfat milk at breakfast.