PR News saluted the winners and honorable mentions of the 2012 Digital PR Awards at a luncheon event on October 1, 2012, at the Grand Hyatt in New York City. More than 200 communications leaders attended this prestigious event which celebrated creativity, technical savvy and storytelling skills in digital communications.
It's a cliche to say that all the finalists are winners, but in the case of the 2012 Digital PR Awards, all the campaigns and teams that were honored on October 1 capture the inspiring combination of public relations at its finest and the expanding power and reach of digital platforms.
Complete Coverage of the Digital PR Awards Luncheon
Photos from the Luncheon
You can order additional awards for your team by filling out this form. If you have questions, please email Mary Lou French at [email protected].
Blog (Organization)
ESPN - ESPNFrontRow.com
Honorable Mentions:
- Charles Schwab - What I've Heard
- Lockheed Martin - MFC Viewpoint
- The National Archives and Records Administration – Today’s Document
- Research in Motion - Straight to the Source: How the BlackBerry Blog Team Helped Customers Discover What They Love About PlayBook OS 2.0
Blogger
Kathleen Henson, Henson Consulting - The Bubble
Honorable Mentions:
- Steve Cody, Peppercom - RepMan
- Todd Defren, SHIFT Communications - PR-Squared
- Gini Dietrich, Arment Dietrich - Spin Sucks
- Shel Holtz, Holtz Communication + Technology – A Shel of My Former Self
- Jeff Simmermon, Time Warner Cable - Untangled
Cause Marketing/CSR
Ogilvy PR Australia - Kleenex Cottonelle: Pin to Make a Difference
Honorable Mentions:
- AOL - TOMS ODWS “100,000 Voices Challenge”
- Cone Communications - Timberland’s 2011 Arbor Day Campaign
- Look Good Feel Better - Look Good Feel Better Celebrates Women with Lancôme Canada
- MWW- Jimmy Dean Launches No Kid Hungry Initiative at BlogHer '11
- Pearson Foundation - We Give Books
- Popchips - Game Changers
- Stonyfield Farm - Organic Stories: From Farm to Table
Contest/Game
Porter Novelli - Ben's Beginners Cooking Contest
Honorable Mentions:
- AICPA - Put the smack down on flimflam
- GolinHarris/McDonald's- Perfect Pair: Frozen Strawberry Lemonade
- Littelfuse - Littelfuse Speed2Design
- rbb Public Relations - Team Vlasic
- Zocalo Group - Tastes from Home with Frito-Lay
Crisis Management
American Airlines and Weber Shandwick - "Like This" American Airlines Responds Socially to Alec Baldwin Incident
Honorable Mentions:
- Chesapeake Energy - Responding to Rolling Stone
- Chevrolet: General Motors - Volt NHTSA Investigation
- Hospital for Special Care - Response to Shooting at Hospital for Special Care
- PCIAA & RMIIA - Are You Wildfire Ready?
- TTNET - Rate Hike Period Communications Management
- Weber Shandwick - McDonald’s China Crisis 315 Management Leveraging Social Media
Digital Communicator
Samara Finn - Marina Maher Communications
Honorable Mentions:
- Tim Haran - USANA Health Sciences
- Richard Licata - NBC Entertainment
Digital Marketing Campaign - $100K and under
Ogilvy PR Australia - Kleenex Cottonelle: Pin to Make a Difference
Honorable Mentions:
- Discovery Communications - Shark Week 2011
- D S Simon Productions, Inc for HP Hood and the Dairy Management, Inc.- The NFL Gets Down with Dairy during National Dairy Month
- HORN - Tech the Halls: HORN Turns Reporters Into Rockstars
- Linhart Public Relations and Vermilion Design + Interactive - Rudi’s Organic Bakery: “Brighter Days Giveaway” Drives Awareness and Sales
- PR Newswire Association, LLC and Apple Vacations - Dominican Republic Winter Getaways Have It All
Digital Marketing Campaign – $100K - $200K
The History Channel - Hatfields & McCoys
Honorable Mentions:
- CRT/tanaka - Vibrant Rioja Social Media Program
- Emerging Media - Dirty, Sexy Gadgets
- NBC Entertainment - For Your Emmy Consideration
Digital Marketing Campaign – $200K - $500K
MilkPEP and Weber Shandwick - "REFUEL | got chocolate milk?" my After Campaign
Honorable Mentions:
- The Hershey Company - Twizzlers Landmark Summer Promotion
- HORN - NBC and News Corporation Sweep CES with Breakout Digital Product Launch
- Lippe Taylor Brand Communications - Schick Intuition Simplifies Lives with “The Simplicity Project”
- RadioShack and Weber Shandwick - Saving America Money, One Mobile Makeover at a Time
- Save Our Water/ACWA - Save Our Water
Digital Marketing Campaign - $500K+
Porter Novelli - HP Inkology
Honorable Mentions:
- AICPA - ThisWayToCPA
- Boeing - From Inspiration to Innovation
- Current Lifestyle Marketing - Glad Black Bag’s Wild Life Campaign
- Simantel - Cat® CT660 Vocational Truck
Digital PR Campaign
PBS - Masterpiece “Downton Abbey, Season 2” Digital Fan Engagement
Honorable Mentions:
- The Clorox Company with Ketchum - Bleach It Away
- Eukanuba - P&G Eukanuba 28 Days Challenge Social Media Campaign
- Everyday Health - Everyday Health’s YouTube Channel Launch
- Inner Circle Labs - Zite From News Reader to News Leader
- MWW - The Warner Sound Captured by Nikon
- Food Network and Text 100 - Food Network’s The Great Food Truck Race
Digital PR Team of the Year
American Red Cross (co-winner)
MWW’s Dialogue Digital (co-winner)
Honorable Mentions:
- Fleishman-Hillard
- Kaiser Permanente
- Lantronix
- NBC Entertainment
Email Newsletter
Toy Industry Association - Toy News Tuesday, the Toy Industry Associations Weekly e-Newsletter
Honorable Mentions:
- Bhava Communications - Beyond the Lead Database: Engaging Cloudera’s Community with an Interactive e-Newsletter
- Hunter Public Relations - Hunter PR: The 511
- LEWIS PR US - LEWIS PR Newsletter 2011 – 2012
- Peppercom - Trading in innovation: Peppercom’s Innovation Mill
- UCSF - Pulse of UCSF
Employee Communications Online
Capstrat - Diversified Information Technologies Facebook Group
Honorable Mentions:
- Bacardi Limited - One Bacardi Anniversary Hub: Celebrating 150 Years of Bringing People Together
- Newlink Communications - Digitally Bringing Arcos Dorados Staff to the McDonald’s Worldwide Convention
- Northwestern Memorial Hospital - Connections Online
- Ogilvy PR - State Fund’s Rumor Mill Clearinghouse
Facebook Communications/Uses of Facebook
PepsiCo - Tropicana: 100% Florida OJ Love
Honorable Mentions:
- Cisco Systems - Building Engagement on Cisco’s Corporate Facebook Page
- Esurance - Supporting the Trevor Project
- Integrate PR - Goode Company BBQ
- Marion, Montgomery, Inc. - Direct Energy Social Relaunch
- rbb Public Relations - Team Vlasic
- RF|Binder - al fresco All Natural Milestone Promotion: Generating Buzz for a New Product Using Social Media
- The Ritz Carlton - Let Us Stay With You
- Sprout - Sprout's Hooray for Mother's Day Sweepstakes
- TBWA/Chiat/Day - Nissan & Habitat for Humanity Charity Game
- Weber Shandwick - American Airlines Invites Customers to “Fly for the cure,” Launches virtual Pinkboard to Honor National Breast Cancer Awareness Month
Influencer Communications
GroundFloor Media - Launch of LiveWell Moms Ambassador Program
Honorable Mentions:
- CRT/tanaka - Making Mom Bloggers Carpet Cleaning Converts
- GolinHarris - The Family Arches Community
- MasterCard - MasterCard e-Influencer Campaign
- SHIFT Communications - Influencers Join the Block Party
Intranet
The Nature Conservancy - CONNECT
Honorable Mentions:
- Bacardi Limited - ONE Bacardi Intranet Connects Employees
- Intellectual Ventures - IVWeb
- Liaison Technologies - How a Nearly Zero-Cost Intranet Unified Nine Offices on Two Continents
- Turk Telecom - TT Intranet – ilettisim
- Weber Shandwick - Social on the Inside: Launch of MyWeberShandwick
Listening Campaign
Cone Communications - The "Freedom of Yes!" - The Launch of Yoplait Lactose Free Yogurt
Honorable Mentions:
- MilkPEP and Weber Shandwick - The Breakfast Project
- Spectrum - The Science of Listening: Using Strategic Communications to Create an Industry Leader
Location-Based Digital Campaign
The Ritz-Carlton - The Ritz-Carlton World Concierge
Honorable Mentions:
- AMD - AMD FX/Guinness Record Project
- Weber Shandwick - McDonald's Kung-Fu Panda II LBS Leveraging Social Media Campaign
Media Relations Campaign
AMD - AMD FX/Guinness Record Project (co-winner)
Unilever - Suave Professionals® Keratin Infusion™ Launch (co-winner)
Honorable Mentions:
- Inner Circle Labs - The Three Ps: Predicting People’s Patterns
- LEWIS PR - Unisys B2B Infographic Media Placements
- RF|Binder and Akerman Senterfitt - Tweeting with Purpose: Using Twitter as an Extension of Media Outreach
Microsite/Custom Site
AOL - AOL's Homepage for Heroes
Honorable Mentions:
- Boeing - From Inspiration to Innovation
- High Road Communications - Sun Life Financial: BrighterLife.ca
- Ingersoll Rand - ShopIR.com Launch
- The Nature Conservancy - Picnic for the Planet - Earth Day 2012
- NBC Entertainment - For Your Emmy Consideration
- Raytheon - Rocking Content & Responsive Design = Raytheon at the 2012 Farnborough International Airshow
Mobile Initiatives
American Cancer Society - QuitBuddy Campaign with Mobile Engagement for Smoking Cessation & Lung Cancer Awareness, February 2012 (co-winner)
Vodafone and Plasenta - VODAFONE Farmer Club: Vodafone Reaps What It Sows (co-winner)
Honorable Mentions:
- Accenture - Accenture iPhone app
- DC Interactive Group - Sherman Health ICE App
- Kanyon Shopping Center - Kanyonline
- NBC Entertainment - For Your Emmy Consideration
- TTNET - Tivibu Home Controller
Most Engaged/Online Community
CRT/tanaka - Vibrant Rioja Social Media Program
Honorable Mentions:
- The Clorox Company with Ketchum - Bleach It Away
- GolinHarris/McDonald's - The Family Arches Community
- Unilever - Clear Scalp and Hair Therapy
- Vodafone and Plasenta - VODAFONE FreeZone: “Live Young, Live Free”
New Digital Service/Product
HORN - Dyle, Live Mobile TV
Honorable Mentions:
- Cone Communications - The Embeddable Mini-Microsite: An Innovation in Blogger Engagement
- Ground Floor Media - Online War Room™: Securely Simulating Online Conversations and Crises
- SocialChorus - Influencer Relationship Marketing Software Platform
New Site
APCO Worldwide - Shot@Life Campaign
Honorable Mentions:
- American Automobile Association - Safety Knows No Age: Helping Seniors Drive Safer & Longer
- MilkPEP and Weber Shandwick - The Breakfast Project
- National Safe Boating Council - BoatOnCourse.com
- Waggener Edstrom Worldwide - The Shared Learning Collaborative
Online Newsroom
ConranPR - ConranPR Digital Newsroom
Honorable Mentions:
- Bally Technologies - Bally Online Newsroom
- Cisco Systems - The Network: Cisco's Technology News Site
- Fleishman-Hillard - Designing, Building and Managing AT&T's Best In Class News Hub
- Hilton Hotels & Resorts with Covalent Logic - Hilton Global Media Center Relaunch/Redesign
- MWW - Nikon Online Press Room
- Procter & Gamble - P&G Online Newsroom
PR Firm of the Year: Digital
Weber Shandwick
Honorable Mentions:
- Affect
- Fleishman-Hillard
- HORN
- Integrate Public Relations
- MWW
- Porter Novelli
Public Affairs Campaign
International Franchise Association - Operation Enduring Opportunity
Honorable Mentions:
- APCO Worldwide - Shot@Life Campaign
- Property Casualty Insurers Association of America - Put the Brakes on Accident Fraud
- Southwest Airlines - Free Hobby Campaign
Redesign/Relaunch of Site
National Council on Crime and Delinquency - NCCD Website Redesign
Honorable Mentions:
- Charles Schwab - What I’ve Heard
- Experian Hitwise - The New Hitwise
- KB Home - The Reimagined KBHome.com
- Spectrum - Relaunching the Online Face of a Global Leader in Oleochemicals Production
SEO
CRT/tanaka - Sweetening SEO for the Federation of Quebec Maple Syrup Producers’ Website
Honorable Mentions:
- Cuyahoga Community College - Optimizing Education: SEO for 120 Programs
- DMC Harper University Hospital - DMC Harper Bariatric Medicine Institute: Journey to a Healthy Life
- Great Plains Communications - SEO Campaign: www.gpcom.com
- LexisNexis® Web Visibility Solutions - Atlanta, Georgia DUI Attorneys: The Chestney Law Firm
Social Networking Campaign
The Clorox Company with Ketchum - If Mom Had Three Minutes (co-winner)
rbb Public Relations - Team Vlasic (co-winner)
Honorable Mentions:
- HORN - Tech the Halls
- MilkPEP and Weber Shandwick - The Breakfast Project
- Ogilvy PR Australia - Kleenex Cottonelle: Pin to Make a Difference
- Porter Novelli - Ben's Beginners Cooking Contest
- Quinn & Co - Affinia Hotels
- Waggener Edstrom Worldwide - Tweet-A-Beer: Turning virtual contacts into personal connections, one frosty mug at a time
Twitter Communications
Waggener Edstrom Worldwide - Tweet-a-Beer: Turning virtual contacts into personal connections, one frosty mug at a time
Honorable Mentions:
- AMD - AMD FX/Guinness Record Project
- American Airlines and Weber Shandwick - 30 Deals in 30 Days: American Airlines' AAdvantage Program Celebrates 30 Years with a Tweet
- Cisco Systems - @CiscoSystems: Cisco's Corporate Twitter Handle
- MilkPEP and Weber Shandwick - The Breakfast Project
- NYC & Company - Global Twitter Communications Launch
- U.S. Department of Labor - Equal Pay Twitter Chat
Video
Coca-Cola Company - Coca-Cola Happiness Machine for Couples
Honorable Mentions:
- Boeing - From Inspiration to Innovation
- CIT Group - CIT Executive Insights Video Series
- Everyday Health - Everyday Health's YouTube Channel Launch
- Fleishman-Hillard - AT&T YHM: An Inspiring Journey To Better Health
- Lockheed Martin - MFC Chat
- Northwestern Memorial Hospital - You Make it Possible
- Vivid Ascent - Chicago Auto Show Webisodes
Viral Campaign
Marina Maher Communications - Head & Shoulders' Mane Man Delivers Legendary Results by Scaring "Guy's Guys" All Over the World
Honorable Mentions:
- AMD - AMD FX/Guinness Record Project
- GolinHarris/McDonald's - Introducing Chicken McBites: Bite-Sized Enjoyment
- Mohegan Sun - Mohegan Sun's Shine 360°
WOW! Campaign
BWK New York - A F***ing Great PR Launch on a Shoestring Budget (co-winner)
Linhart Public Relations and Vermilion Design + Interactive - Rudi’s Organic Bakery: “Let’s Doodle Lunch” Campaign (co-winner)
Honorable Mentions:
- American Red Cross - Giving a Virtual Hug: American Red Cross and Dell Launch Digital Operations Center
- HORN - Tech the Halls: HORN Turns Reporters Into RockStars
- Kaiser Permanente - Every Body Walk!
- Vodafone and Plasenta - VODAFONE Farmer Club: Vodafone Reaps What It Shows
