2011 Issue 55 - Internationalist

INNOVATIVE DIGITAL MARKETING SOLUTIONS
SILVER
Volvo/ North America 2010 S60 Tour — Havas Media
Volvo traditionally targets older consumers who value safety. But
with the re-launch of the new Volvo S60 – a sportier, more
performance-driven car than previous models - Volvo wanted to
start a conversation with a younger audience to raise awareness
of the redesigned vehicle.
Big East University teams (including the likes of Syracuse,
Villanova, Georgetown, etc.) have made 16 Final Four
appearances, won six NCAA Championships and have
notoriously loyal fans. By focusing the Volvo conversation in
social media and activating a core group of digital influencers
from each of the Big East schools, Volvo aimed to tap into the
sport passion and strong alumni ties of 16 “Super Fans” who were highly active online to participate in a
groundbreaking social media-focused competition to find the “Biggest Fan of the Big East” while at the same time
generating conversations about Volvo at MyBigEastVolvo.com.
BRONZE
P&G/Head & Shoulders “Appamalu”— SMG Chicago
No guy’s guy wants to hear about Head & Shoulders. He might
know he has dandruff, but it’s difficult to get him to pay
attention to shampoo.
Enter Troy Polamalu of the Pittsburgh Steelers, known for his
abundant mane of hair. SMG designed and built H&S’s first
custom-created branded app. Directly from their smartphones, guys experienced the light-hearted approach to
shampoo that Head & Shoulders and Troy Polamalu stand for… and were rewarded with fun prizes like NFL
merchandise and gift cards.
During football season, P&G’s Head & Shoulders business saw strong gains.
BRONZE
Arby’s “Feed Your Mood”— Initiative US
Arby’s is a challenger brand in the quick service restaurant
category. The company was seeking ways to take online
brand messaging and use it to drive customers in-store.
Arby’s originated a social media application called “Feed
Your Mood’ that incorporated Arby’s value menu items into
authentic Facebook and Twitter conversations. They also
partnered with the new Checkpoints mobile location-based
platform that rewards users with points for taking branded
actions. The project resulted in unprecedented increases in walk-in traffic to
those stores promoted as a Checkpoints Place.
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