Most Effective Use of Video
Awarded to the marketer who best displays the use of video through streaming or video-based advertising. These can include movies, video clips or gaming. The entry should include details of the program including goals, objectives, tactics and the results.
Measure of Effectiveness
Effectiveness is measured by comparing results to previous efforts, industry standards (preferred when available) or initial goals.
Finalist
- Definition 6 for Coca-Cola Happiness Machine: Coca-Cola engaged Definition 6 to create a viral video to complement its global "Open Happiness" advertising campaign and to create a dialogue with their consumers. TThe video was viewed over 1.3MM times in the first 3 weeks and elicited numerous conversations across many social networks.
- Studiocom for Coke Secret Formula : Coca-Cola engaged Studiocom to create an immersive online presence for the Secret Formula campaign and to reengage the digital connection with their youth target. The campaign surpassed original client expectations and netted over 25k visitors per month and over 225,000 minutes of viewing time since inception.
- Northridge Interactive for Momsrising.org: Northridge Interactive created video experience to achieve the goals of gaining exposure and growing membership of MomsRising.org. Users were able to personalize the "Mother of the Year 2009" video and share with their favorite moms. The viral nature of the campaign resulted in over 12MM views and over a million opt-in email members of MomsRising.org.
