Digital PR Awards: Viral Campaign

Winners: Clever Girls Collective - #Batkid Saves San Francisco and Taylor Strategy - Taco Bell Shakes up the Breakfast Routine

#Batkid Saves San Francisco

Clever Girls Collective created a social media plan for Make-A-Wish Greater Bay Area to support #Batkid Miles, a 5-year-old cancer fighter, and his wish to save Gotham (San Francisco).

On Miles’ big day, San Francisco was transformed into Gotham, complete with bat signal and Police Chief Greg Suhr's plea for help. Miles, in full Batgear, and a grown-up Batman, rescued a damsel tied to cable car tracks, stopped the Riddler's bank robbery, paused to eat a burger, then thwarted the Penguin's attempt to kidnap beloved San Francisco Giants mascot, Lou Seal. To cap the day, the mayor presented Miles with a key to the city.

Tens of thousands of supporters lined the streets of San Francisco to cheer for Miles. And online? Those ranks swelled to hundreds of thousands. Well-wishers including President and First Lady Obama; famous Batman actors Val Kilmer, Christian Bale, and Ben Affleck; other celebrities including Britney Spears and Enrique Iglesias; sports teams including the San Francisco Giants, the San Francisco 49ers, and the Golden State Warriors; and even an astronaut at the International Space Station. They sent their encouragement via tweets, Instagram photos, and Facebook updates—and the president notably congratulated Miles via his first ever Vine video, saying: "Way to go, Miles. Way to save Gotham!"

Thanks to social media, "regular" people also added their voices to the chorus of support for Miles, and created an electronic outpouring of emotion that generated an estimated 1.7 billion social impressions—and continues to grow.

Taylor Strategy - Taco Bell Shakes up the Breakfast Routine

Taco Bell and Taylor led a bold, transparent communications approach to generate unprecedented coverage, awareness and interest with media and consumers leading up to Taco Bell’s entrance into breakfast nationally on March 27, 2014.

Working with the brand’s C-Suite, internal marketing + product innovation teams and in a collaboration with partner agencies, the PR team leveraged the collective expertise to position this initiative with key influencers and stakeholders as the biggest launch in the brand’s history.

Breakfast Taco Bell’s bold entrance even elicited a response from McDonald’s (Tweets using “Mayor McCheese” and offering of free coffee) and media proclaimed an all-out “Breakfast War.” In tracked breakfast conversation, McDonald’s was seen as stodgy, while Taco Bell’s new items were depicted as innovative and spirited.

Not only did Taco Bell trend on Twitter for four consecutive days and make up a breakthrough 77% of Taco Bell conversations, but Taco Bell Breakfast conversation exceeded McDonald’s overall brand – an occurrence that took place only once before when Taco Bell ran a Super Bowl ad.

In all, the campaign resulted in over 6 billion total impressions—which was more media impressions than any Taco Bell campaign ever—including the phenomenal Doritos Locos Tacos campaign. Media impressions from breakfast launch day alone surpassed 1.4 billion and there were 7,200+ total placements as 93% of the America’s top TV media markets covered Taco Bell breakfast.

Honorable Mentions:

·               Catalyst IMG - Timex Ironman 2014 National Running Day

·               Cramer-Krasselt - Sea-Doo's Spark Some Fun featuring deadmau5

·               Qualtrics and LEWIS PR - Could You Survive a Zombie Apocalypse?

·               United Nations Foundation - International Day of Happiness

·               Weber Shandwick - Honey Maid: Love