The Whole Story: A Different Kind Of Social Media

For drinks brands seeking to reach the 21-34 demo when socializing, understanding how the consumer media mix varies by location will be key to crafting successful cross-platform campaigns. ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Campaign, Starcom MediaVest Group, Coca-Cola

    SMG and Weiden+Kennedy partnered to bring a true second-screen experience to this year’s Super Bowl. The popular animated Coca-Cola Polar Bear characters were on hand throughout the entire game, reacting in real-time to the play on the field and even the other commercials (unsurprisingly, they found Sir Elton’s Pepsi spot to be a snoozer). The live-stream experience was designed to work seamlessly across Facebook, YouTube and Twitter, enabling frictionless interaction with the content. The “Polar Bowl” live stream garnered 9 million total digital streams with 28 minutes of average viewing time.Find the complete list of 2012 OMMA Awards Finalists here.Winners ...More

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

  • 2012 OMMA Awards Finalist: Online Advertising Creativity Social: App as Advertising, AvatarLabs, ABC

    Just how potentially scandalous is the content on your Facebook Timeline? For Shonda Rhime’s new show “Scandal,” ABC and AvatarLabs created an app that took photos and content from participant’s Facebook profiles and wove it into one of five scandals as it begins and is eventually put to rest by the Olivia Pope and her crack team in fast-paced video vignettes. Fans enjoyed the clever integration of scripted video and Facebook content and in true scandal form shared shared it with friends.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception ...More

  • 2012 OMMA Awards Finalist: Web Site Excellence: Social Networking (Excluding Facebook, MySpace), iVillage, iVillage

    iVillage is one of the largest Internet communities for women. A unique feature of the site is their signature “Community Challenge.” During the challenges, women create bonds with each other and inspire one another to work towards their personal goals. If iVillage’s Spring 2012 Beach Ready Community Challenge, NBC Bigger Loser coach, Bob Harper led the troops toward their goals. 32,000 women participated and, prior to kickoff, Harper hosted a daytime Twitter party in support of the challenge, which became a nationwide trending topic. The initiative garnered over five million impressions. Find the complete list of 2012 OMMA Awards Finalists here.Winners ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Campaign, UM, Xbox/Kinect

    To build hype in advance of the release of Kinect Star Wars on XBox 360, UM got the spirit of the game right into users’ hands, creating a mobile app to display users’ Twitter and Facebook feeds, which was much more than the typical promotional skin. The feeds were turned into the classic “A long time ago in a galaxy far, far away” scroll. Not only were social media tools in hand so people could share their experiences, but so were simple functions to pre-order the game.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Twitter, Engauge & Coca-Cola, My Coke Rewards

    As part of its plan to brand each Friday night during October 2011 as “Coca-Cola Family Night,” the folks at Coca-Cola’s My Coke Rewards loyalty program created a handful of trivia games and virtual scavenger hunts, rendered interactive via live Twitter challenges and chats. Instructions for the challenges were conveyed via Twitpic, which added a further visual component to the branding. Was there gentle trash-talking through the #MyFamilyRules Twitter hashtag? There was indeed.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 ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity Social: App as Advertising, Spruce Media, Lays Potato (part of PepsiCo)

    Focus groups are so last century. Who needs one when you can tap into legions through social media? That’s what Lays did in its search for a new chip flavor. Visitors to its Facebook app were asked to suggest flavors and names. Not sure what you like? The app rifles through your page, a cascade of ingredients and your photos pouring into the Lays bag on screen. The app then suggests flavors you might like. Apple and brie chips? Delicious.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception in New ...More

  • 2012 OMMA Awards Finalist: Web Site Excellence: Social Networking (Excluding Facebook, MySpace), BabyCenter, BabyCenter

    The BabyCenter Community is a safe place for moms to share real wisdom and advice. From deciding to try pregnancy sticks; from the first cry to the first steps; from preschool to grade school and beyond, BabyCenter moms share everything. Moms can even input their child’s date of birth to join communities with other parents who have children of similar age. To date, The BabyCenter Community has hosted over 30 million comments, 2.2 million photos and 260,000 member blogs.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception in New York ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Campaign, VML Australia, ASICS

    VML increased the visibility of ASICS — a sponsor of the 2011 Gold Coast Marathon in Australia — well beyond a logo on a banner. Runners were able to prewrite status updates they wanted to post to their Facebook timelines at specific points in the race through an ASICS-branded app. The messages were triggered by the RFID chips the runners all wear to time the race. When the messages were sent, friends and family at home were alerted to the runner’s status; they in turn were encouraged to leave video messages of encouragement, which were broadcast on screens along the ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Twitter, GSD&M, Zales

    Rather than target guys with their pitches — as they do for much of the year — Zales set aside the weeks prior to Mother’s Day for a campaign targeting mothers. Under the #SuperMom hashtag banner, Zales invited Twitter-happy moms to banter about what makes them SuperMoms, share their favorite mom stories and discuss their ideal mom.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 ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity Social: App as Advertising, The Visionaire Group, PepsiCo International

    What’s cooler than internationally renowned DJ Calvin Harris spinning onstage in front of thousands of cheering revelers? As part of Pepsi’s “Kick in the Mix” campaign, The Visionaire Group worked with PepsiCo International and Irresistible Films to take fans to a virtual party so real that afterward there was video and photographic proof on Facebook that yes, they did party with the iconic DJ at their own VIP party, along with soccer stars including Didier Drogba, Fernando Torres and Jack Wilshere. Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception in ...More

  • Multivariate Testing: Do We Need A Chief Measurement Officer?

    It seems simple. Marketing campaigns designed to work on a brand's Web site don't always produce positive returns on investments in search, social and mobile. Reasons vary depending on the message. If it comes close, the campaigns can produce so much data it muddies the message. Do companies need a CMO (chief measurement officer)? ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Fan Page, Anthem Worldwide, Michelob ULTRA

    Love it, hate it, or indifferent to it, people on Facebook were taking to Timeline and learning what was possible with the redesign. Anthem seized on this to spread the word for Michelob ULTRA Light Cider. Using the visual nature of Timeline’s layout, a series of posts brought fans through the cider-making process. When viewed on ULTRA Light Cider’s page, the series of posts look like one cohesive and eye-catching infographic. 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 ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Widgets, Best Western International, Best Western International

    This widget takes advantage of Best Western’s 485,000+ Facebook fans by putting the option to book a room front and center on the brand’s Facebook page. Deals promoted on the Facebook brand page can be immediately acted upon with just a click on the same page. What’s more, users of the widget never have to leave Facebook as they search, book, and even pay for their reservation at a Best Western hotel. 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 ...More

  • The Tweets-Per-Minute Metric -- Or, Michelle Obama Is Our Next President!

    Until I decided that it wasn't necessary to juggle two screens during last night's speech by Bill Clinton at the Democratic National Convention, I was completely in a lather. The Tweetdeck app on my iPad just wouldn't load, and so I was left with only the rousing cheers in the Time Warner Cable Arena (plug! I guess) to determine whether Clinton still had it. Which brings me to the fun, yet potentially misleading, metric, called the tweet per minute, or TPM (which, I should point out has nothing to do with that other TPM, Talking Points Memo). Anyway, according to ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Fan Page, HBO, HBO

    Letting all its fans play virtual vampire dress-up, HBO launched Maker’s Day, with the conceit being that vampires have a “maker”— the one who turned them into a vampire — and fans of vampire melodrama also have a maker — the one who turned them on to the show. The application scoured users’ Facebook Timelines using keywords from the show, pulled out various moments from your True Blood social past and created your TRUEBIE history ‘infographic’ — including who your Maker is, so you could thank them. Shareables, such as avatars and ecards were provided. Find the complete list of 2012 ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Widgets, Engauge & Cisco Systems, Cisco Systems

    This widget is attractive, and employs the favorite time-waster of many — taking a quiz about themselves. You estimate, in hours, how much of your work day is spent streaming music, video conferencing, how many emails with attachments you receive, and in the end, the widget spits out a little infographic of how your cloud use should be apportioned. The “Learn More” button on this infographic sends you to Cisco’s cloud solutions, where you now presumably know more about what your business needs are from them. It’s good at showing people that you can have more than one cloud, and ...More

  • More Than 60 Percent of Consumers Use Social Media While Watching TV

    During a recent interview with Media Magazine, Ogilvy's Chief Digital Officer Brandon Berger offered up one of the most insightful remarks about mobile devices that I've heard: "We have this idea that the TV is the first screen, but where is the activity occurring? It's occurring on the tablet or the mobile device, so which one is the priority screen?" Given the attention that consumers devote to their phones and tablets, it seems clear that the most important screen has become the one that allows viewers to look up information, or buy products, or talk about what they're watching. ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Fan Page, Hill Holliday, Cigna

    To connect with its customers, Cigna Health Insurance and Hill Holiday launched the “Go You” hub. Through Facebook apps like “If You Really Knew Me,” fans engaged with both the brand and their friends, sharing what were the things that mattered to them most. Virtual events such as “The New Year's Non-Resolution,” videos, badges and other original content completed the integrated experience. In seven months, the page gained more than 70,000 followers and garnered millions of impressions. 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 ...More

  • 2012 OMMA Awards Finalist: Online Advertising Creativity: Social: Use of Widgets, Spotify, Microsoft

    This is a really fun widget that makes people aware of a) Bing’s extensive Artist Pages music encyclopedia, and b) Bing’s capability to inject a social experience into all aspects of your Web life. You run this within Spotify, and you are, upon entering the app, presented with a list of the top 40 artists that are trending on Spotify in your area. You can then download the top song of each of these artists, which are collected in a “Bing Playlist” for you. The fun part is if you sign in to the app with Facebook, it gives you ...More

  • 2012 OMMA Awards Finalist: Web Site Excellence: Social Networking (Excluding Facebook, MySpace), SparkPeople.com, SparkPeople.com

    SparkPeople is a unique, free social networking site for people online dieters. In fact, comScore reported that it has surpassed Weight Watchers as America’s largest diet and fitness Web site by unique visitors. SparkPeople has 13 million members. The members come together around diet and fitness challenges, common interests and activities, message boards, homepages, email and InMail. SparkPeople’s iPhone app was rated number one by Duke University among diet and fitness apps. 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 ...More