PR News celebrated the 2013 inductees into its Platinum Hall of Fame at the Platinum PR Awards luncheon on Oct. 15, 2013 at New York's Grand Hyatt. The Platinum Hall of Fame honors campaigns that lasted for at least three years and will likely be referred to in years to come—after the campaigns have ended—as having been very original and having had a larger impact than even its creators might have imagined.
Discovery Communications – Discover Your Impact Day
Discovery Communications has been celebrated by PR News’ sister brand CableFAX time and again as a top place to work in cable, and one of the reasons is its commitment to the world beyond its corporate headquarters and beyond the electronic entertainment grid. Chief among its brand-defining community efforts is "Discover Your Impact Day," Discovery's global day of employee volunteerism taking place each year in June. This high-profile day of volunteering was started in 2010 to celebrate Discovery's 25th Anniversary, and ever since Impact Day has brought the Discovery family into their local communities to give back to organizations that support land, water and people. Fighting the elements in many cases, more than 4,000 Discovery employees set out to give back to their communities each Impact Day—and along the way set the cable programmer apart from its competition as a brand that perpetually sees the bigger picture.
Domino’s – Pizza Turnaround
In 2009, Domino’s CEO Patrick Doyle became the company’s chief public spokesperson and got other employees got involved in a campaign that said, simply: Domino’s hears its customers complaints about its chief product, pizza. With Doyle leading the way, Domino’s came up with a new recipe, changing perceptions of the brand and the produce. The Pizza Turnaround was powered by a full complement of communications tactics: traditional advertising, public relations, online/social outreach and YouTube.
Frito-Lay – Doritos Crash the Super Bowl
Frito launched Doritos Crash the Super Bowl in 2006, asking consumers to enter an online competition to create their own Doritos commercial, with the winning commercial airing during the Super Bowl. For the seventh annual contest tied to the 2013 Super Bowl, Doritos moved the campaign to Facebook, getting nearly 100 million views for the five finalist videos. The Doritos brand is now closely identified to the biggest sporting event in the U.S., and stands as an example of a lasting campaign in which PR and advertising are inextricably linked.
Keep America Beautiful
Long before being "green" was fashionable, the Keep America Beautiful movement was formed in 1953 when a group of corporate and civic leaders met in New York City to discuss a revolutionary idea—bringing the public and private sectors together to develop and promote a national cleanliness ethic. Along the way the first-ever PSA on litter prevention was created, and its “crying Indian” campaign begun in 1971 transcended its advertising roots to become a PR-style cultural awareness campaign that encompasses local and regional programs.
Macy’s Thanksgiving Day Parade
Through good times and bad in the retail sector—and in the economy at large—Macy’s could always rely on its New York-based Thanksgiving Parade to put the brand front and center in the cultural landscape of the holiday season. The parade is nothing if not a massive, live PR event that perfectly ties together family togetherness, national unity and positive brand awareness. Macy's Thanksgiving Day Parade was launched in 1924, and attracts more than 3.5 million people to the streets of New York each year, as well 50 million TV viewers nationwide.
Old Spice – “Smell Like a Man, Man”
The Old Spice Guy videos may be the greatest-ever viral video campaign produced by a brand. Yes, there were standard TV commercials, but it has been the online videos that were created to support the TV advertising campaign that made the difference in the era of two-way communication between brand and audience. In the viral video campaign, actor Isaiah Mustafa responded to questions, funneled through Twitter, in 186 customized video responses. PR agency Paine PR sent out updates on Mustafa's responses and conducted media relations prior to launch.
Time Warner Cable – Connect a Million Minds
Connect a Million Minds, Time Warner Cable’s five-year $100 million cash and in-kind commitment to inspire young people to pursue education and careers in science, technology, engineering and math (STEM), has done more than inspire 870,000 people to pledge time to connect kids with STEM. It has been the focus of nearly all of the cable operator’s social responsibility efforts, so much so that the corporate brand and Connect a Million Minds are nearly inseparable—the goal of all CSR programs.
Launched in November 2009 in conjunction with President Obama’s Educate to Innovate campaign, Connect a Million Minds engages Time Warner Cable employees, customers and community leaders in addressing the growing need for a STEM-skilled workforce.
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Macy’s Thanksgiving Day Parade
Contact: · Robin Reibel, Group Vice President, Media Relations, Cause Marketing & Visitor's Center
[email protected], 646-429-5329
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Old Spice – “Smell Like a Man, Man”
Old Spice Guy videos may be the best ever viral video campaign from a brand. Online videos were created to support the TV advertising campaign. Actor Isaiah Mustafa responded to questions, funneled through Twitter, in 186 customized video responses. PR agency Paine PR sent out updates on Mustafa's responses and conducted media relations prior to launch.
Contact: Mandy Wagner, corporate communications, Procter & Gamble
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