Earlier this month, I led judging in the social media strategy category for the 4A’s 2010 Jay Chiat Awards. A couple years ago, I assembled a list of 300+ social media marketing examples with help from dozens of contributors. This time I requested the help of some friends to judge the fourteen entries: David Armano, Joseph Jaffe, and Jeremiah Owyang.
We decided on four award winners in our category. While the voting wasn’t unanimous, one thing we all did agree on was that even the best entries were reflective of campaigns rather than sustainable strategy. On the worst end, some entries were nothing more than a Facebook group or Twitter account.
Here are the winners and some brief notes on the entries.
- McKinney//Travelocity: “Gnome on Chatroulette” – a clever way to tie a brand into a timely cultural phenomenon. Over 40 days and nights, the Roaming Gnome generated 350,000 impressions on site, engaged in 40 conversations, and generated over 19 million total media impressions for the brand.
- Saatchi & Saatchi LA//Toyota Sienna: “How Mom & Dad Got Their Swagger Back” – although I’m in the target demographic (I think), I will still never buy a minivan…but I can respect the execution. The Swagger Wagon YouTube video has generated almost 7 million views and has successfully ignited consumer participation – only 3% of views have been driven by advertising.
- Team Detroit//Ford Fiesta: “Fiesta Movement” – a campaign that most people in the social media industry have heard of, where 100 cars were loaned to 100 influencers for a year. The campaign was cited as part of Ford being named Ad Age’s Marketer of the Year. It created plenty of buzz: 31,000 pieces of original Fiesta content and 10,000 online vehicle reservations – but the jury’s still out on efficacy towards the end goal of increasing sales.
- RPA//Honda: “Friending Honda” – curious that three out of the four winning campaigns were for auto manufacturers. Honda launched an integrated media campaign supported by an interesting Facebook presence. The campaign increased fans from 15k to 422k, generating over 3,500 dealer quote requests. Clearly driven more by main brand idea than social strategy, but it worked.
Congratulations to these winners. Looking forward to tighter cross-channel integration, solid business goals, and meaningful measurement next year!