Finalist - Communications Channel Plan
Christine Chen; Corinne Wolford; Stephanie Charlebois
Want some serious
media buzz for your brand? Try honey bees. Goodby, Silverstein & Partners built a communications channel effort that tied client Häagen-Dazs to the purported honey bee crisis, since without
pollination, there would be far fewer ice cream flavors. Even if you had missed the media blitz surrounding the mysterious dwindling of America's honey bee population, it's unlikely you missed
Goodby's campaign. It was everywhere: in print, on TV, online; reps of the brand even spoke before Congress. But the most ingenious component was a buzz-inducing viral e-mail application. The app
let users customize animated "bee ambassadors" and distribute them to friends, family and their congressional reps.
The plan generated nearly 230 million media impressions, recruited
more than 350,000 potential "beekeepers" and spawned more than 1 million "bee-dance" viral videos.