2016 Social Media Awards: Facebook | Use of Video

Winners: Children's Specialized Hospital - #FightFace and Periscope - Buffalo Wild Wings Alive Events

Children's Specialized Hospital - #FightFace

Children’s Specialized Hospital is the nation’s largest pediatric rehabilitation hospital caring for children from birth to 21 years of age facing special health challenges, from chronic illnesses and complex physical disabilities like brain and spinal cord injuries to developmental and behavioral issues like autism and mental health.

At 13 different New Jersey locations, pediatric specialists partner with families to make the hospital’s many innovative therapies and medical treatments more personalized and effective, so children can achieve more of their goals.

The hospital created the #FightFace social media campaign to increase brand awareness, build consumers’ positive brand impression and start a digital movement asking people to post their best #FightFace selfie to support children everywhere fighting to “get better.”

The impetus of this campaign was using Rachel Platten’s “Fight Song,” with her label’s permission, to create a music video. The #FightFace music video launched the #FightFace campaign across the top three social media platforms: Facebook, Twitter and Instagram. The very moving video shows the hospital’s children “fighting” through their therapy sessions, fighting to learn to walk again, fighting for their lives and celebrating their wins.

The video also included hospital staff—doctors, nurses, therapists and administrative/leadership teams—who fight right along with the patients every day, and a call to action asking people to post their #FightFace selfie, to inspire kids everywhere to continue their fight to get better.

Since the #FightFace music video debuted on social media on July 10, 2015, it has garnered over 70,000 views, and over 550 #FightFace selfies have been posted and shared.

Periscope - Buffalo Wild Wings Alive Events

Nowhere is sports more alive than at Buffalo Wild Wings. To live up to this manifesto, and to bring it to life, Periscope initiated authentic B-Dubs experiences on a one-to-one level with sports fans.

Through social monitoring it identified fans who comment, post or engage with the brand. It then planned an event specifically for those individuals, allowing them to demonstrate how even everyday situations can become more alive with Buffalo Wild Wings.

Periscope set out to establish a global entertainment platform that delivers an experience Buffalo Wild Wings’ fans will never forget. Using that platform, it wanted to make meaningful connections with sports fans by creating moments that are relevant to their lives; it then captured those moments to create video content for Buffalo Wild Wings’ social media channels.

For each fan story Periscope created personalized micro-events that are captured on video, edited and then amplified by sharing them through social platforms. Each situation features layers of surprises that are executed in an unsuspecting way.

“Alive” events included a Madden ’16 launch, a reality fantasy football draft, and “grad crashers edition.” Fans fell in love with the videos and immediately placed themselves in the shoes of everyone at the surprise. The videos have received 23 million impressions and 7.3 million views since launching, garnering over 67,000 likes, comments and shares.

Honorable Mentions:

  • Kaiser Permanente - Random Acts of Health
  • Munchkin Inc. - Orcas Live in Oceans
  • Schneider Electric - Company Story: Live is On
  • The Stanislaus County Fair - Imagine the Fun; Imagine the Memories
  • UN Foundation - #EarthToParis Anthem Video
  • Weber Shandwick & GSK - Kick Start Your Quit Journey
  • West Virginia University - Defining our manifesto: a WVU social media video series
  • Whistle Sports - The Shot Doctor