Commentary

2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Twitter, Digitas, Proctor & Gamble/Downy

Downy

While the brand’s assertion that Downy is a “secret weapon for a romantic Valentine’s Day” might not hold water, the “Tweethearts” program trumped other Twitter-centric programs around the 14th of February. Some followers who appended their messages with the hashtag #GetDowny found those messages re-recorded by a sultry-voiced DJ, while others could choose from a pre-recorded message bank. The end result: a far more clever engagement than the sort usually associated with a household product.



Find the complete list of 2012 OMMA Awards Finalists here.
Winners will be announced at the 2012 OMMA Awards reception in New York on October 1, 2012
Next story loading loading..