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SAMMY AWARDS Finalists Announced:

Winners to be feted Sept. 14 at the W in Union Square

Award Briefs Will be Publicly Available for a Limited Time

Social Advertising and Marketing efforts scored incomparable reach and engagement in the past year with lightening-fast speed to market: Public Enemies leveraged Mafia Wars and other gaming nets to drive 55 million interactions in one week. 38 Mad Men avatars were downloaded every minute in the first week of AMC's "Mad Men Yourself" and in two weeks Kotex generated more than 270,000 visits to its brand site and fielded 185,000 sample requests.
 
Social games played an overarching role in the success of many marketers, underlying not just scores of engagement campaigns judged as part of DIGIDAY's SAMMY awards, but also contributing millions in aid for Haiti. It was the air of competition that also drove social video online, from Carl's Jr.'s "How do you eat your burger?" contest to Kellogg's Pop-Tart's sing off. More than 11 million views of people eating hamburgers drove a kind of user-based takeover of YouTube; at one point, Carl's Jr.'s had seven of the top 18 most-watched videos on the video sharing site.
 
Marketers also pushed the medium conceptually, using it to make trade experts available to consumers involved in renovation projects, and health experts available to answer questions for teen-age girls having their first period. Women used it to engage men in conversation about why feminine hygiene is such a taboo topic. Con Agra, looking to drive home the message that one in four children in America don't know where their next meal is coming from, engaged bloggers across the country with influence to turn the conversation online to how neighborhoods can help. 
 
Transforming the conversation, creatively reaching consumers at work and at play, offering up advice from experts and peers alike - these are some of the factors made brands like Kimberly-Clark, Con Agra, Mazda, Ford, Bing, AMC, USA TODAY, Chick fil-A, Redken, American Express, Carl's Jr., Public Enemies, Lionsgate, Benjamin Moore, Air New Zealand, Ben & Jerry's, Hasbro's, Kellogg's, Realtor.com, Energizer Battery, Oakley, Adobe, Hyundai, MasterCard, H&R Block, Heinz, Mercedes, and more finalists in our 2010 SAMMY Awards. 


Here are our finalists, alphabetized in category. (Click the links to see the entrant's campaign brief or explanation of how their work in social media moved the needle.)

IDG / CIO
Redken
 
Best Branded Social Community
Focus Features / Babies
Hasbro / Trivial Pursuit
T3 / Windows Mobile 7
 
Best Twitter Branding Campaign
tenfour / Air New Zealand
Digital Royalty / UFC
Wizards of the Coast- Dungeons & Dragons
 
Best Social Branded App
Cramer - Krasselt / Benjamin Moore Paints
Microsoft / Bing
Edelman / Ben & Jerry's Scoop of Happiness 

Best Branded Social Fan Page
Engauge / Chik-fil-A 
Energizer Battery, Inc.
Move, Inc. / Realtor
 
Best Social Promotion for Product Launch 
Edelman Digital / Adobe CS5
Engauge / Chick-fil-A
MEA Digital / Oakley 
 
Best Social Content/Entertainment 
Initiative / Hyundai Motor Tucson
Lionsgate / KICK-ASS
Microsoft / Deep Focus
 
Best Social Media Marketing Agency
360i
Converseon
Deep Focus
 
Best Social CRM
H&R Block
Biggs|Gilmore / Kellogg's Pop-Tart Sprinklings
 
Best Direct Response Campaign
Biggs|Gilmore /  Heinz Ketchup 
Spongecell / Fuel Up to Play 60
Northlich / Northlich Spirits
 
Best Social Media Platform / Media
Bing & FarmVille
Bing & Foursquare
KickApps

Best Social Media Platform / Marketing
Context Optional
Rock You
Sharethrough
  
See all these plus Best B2B campaigns for Twitter Branding and Engagement, Best Socialized Business, Best Use of Social Media for eCommerce, and Best In Show.

 

Note that WE'VE OPENED both our full conference video and our COMMUNITY Site to members without a password. If you want to post your own video, podcasts or blogs, you'll still have to register, but there will be no other barrier to the growth of the most digitally savvy media and marketing practitioners in the business Click on Video to see our groundbreaking, bi-coastal digiday:VIDEOUPFRONT, or on COMMUNITY to start building your own connections.

Headlines

  2010 SAMMY Best Social Business Finalist: IBM (in: Social)
Sep 5, 2010
IBM's "social listening and policy planning strategy" consists of:
1.    Research: Market assessment
2.    Planning: Build an informed engagement plan based on a proprietary framework developed
internally by IBM
3.    Engagement: SMEs establish and build relationships with influencers
4.    Measurement: Monitor engagement effectiveness and impact from further research and
adjust future plans accordingly
  SAMMY 2010 Best Social Business Finalist: The National Hockey League (in: Social)
Sep 5, 2010
While Facebook and Twitter highly encourage sharing of content – the NHL wanted to take it a step further by combining those features to create an even more personalized online experience. The League debuted a best-in-class fan page on Facebook in October 2009, which has helped grow the NHL’s following on the popular social network to more than 200,000, a 35% increase. With that in mind, the NHL was invited to act as one of several poster children for a new Facebook tool called “social plugins.” Social plugins allow users to see what their friends have liked, commented on or shared on sites across the web. In less than one month after the integration reveal, Facebook recognized NHL.com as it demonstrated the success NHL.com had achieved.  NHL.com has seen an 80% increase in referral traffic from Facebook, as people interact with articles, scores and videos and a 35% increase of Facebook fans.
  SAMMY 2010: Most Social Business Finalist: Move.com/Realtor.com (in: Social)
Sep 5, 2010
As a leader in online home search, Realtor.com's unique approach to online social outreach has been its hallmark in connecting more intimately with its user base of consumers and realtors.
  SAMMY 2010 Best Use of Social Media for Social Good Finalist: USA TODAY (in: Social)
Aug 31, 2010
On April 13, 2010, USA TODAY launched a Twitter hashtag campaign called #AmericaWants. Geared towards philanthropic organizations, the campaign gave organizations a chance to use social media to receive a complimentary full-page, full- color advertisement in USA TODAY. The hashtag campaign was promoted across numerous social media sites by USA TODAY and various participating organizations. #Americawants was the social media extension of an aggressive brand campaign launched by USA TODAY in March 2010. The brand campaign, “What America Wants,” highlights USA TODAY’s unique connection with the American experience and how its readers engage with products across all media platforms.
  MOBI 2010 Best Mobile Website Finalist: Us Magazine / Kargo (in: Publishing Platforms)
Aug 25, 2010
Kargo has also integrated an extensive advertising platform to serve rich media ad units that include expandable banner ads, scrolling banner ads, video interstitials, and custom integrations. In doing so, Kargo enabled this publisher to monetize their mobile inventory. Kargo has also negotiated carrier distribution for Us Magazine’s mobile content to further promote the sites reach. This has been extremely successful in creating active user adoption. With all of the major US carriers promoting access to this site, Us Magazine’s mobile traffic has been drastically increasing month over month to over 35mm page views.
  MOBI 2010 Best Branded Mobile Game Finalist: Moblin for Gillette (in: Mobile)
Aug 24, 2010
Creative, Design and Developing of a mobile branded car racing game for Gillette Fusion Power Raiser Knife (P&G EMEA). The game is for Java supported devices/users and including a wide mobile marketing campaign:
• Text "Gillette" to a short code to get the game
• On deck mobile advertising campaign
• Off Deck Mobile advertising campaign
• Proximity campaign based in Bluetooth hot spots that were installed in 2 sport stadiums (Basket ball & Soccer) for reaching over 80,000 men.
• SMS Broadcasting campaign
• Web 2 Mobile camping – type you phone number in dedicated web banners and get the link to download the game
Target Audience: Men 15-40 in Israel
  MOBI 2010 Best Mobile App for Branded Content: Best Buy / Despicable Me (in: Apps)
Aug 24, 2010
Best Buy Movie Mode is a first of its kind, mobile application designed to provide users with a differentiated movie viewing experience. Available as a free download on iPhone, Android, Blackberry, and Windows Mobile; Movie Mode’s first film enhancing experience offers fans a deeper connection to Universal’s 3D summer blockbuster “Despicable Me” by translating for audiences what the film’s mischievous little yellow characters, the Minions, are saying during the special 3D end credits digital short. A phone in Best Buy Movie Mode dims the mobile screen, silences the ringer, and disables the camera to ensure audiences have a positive, uninterrupted movie-going experience. The app is also being updated to translate the Minion language throughout the entire movie on the Best Buy exclusive “Despicable Me” DVD released later this year. Best Buy Movie Mode uses patent-pending sonic cue technology syncing the app to the movie through audio cues embedded within the film’s sound-track. After the application is activated, the “Extras” portion of the app is unlocked revealing exclusive digital video content from the movie as well as a $10 credit for digital video service at Best Buy CinemaNow.com, allowing Best Buy to cross-market digital & physical movie offerings in a highly personalized way.
  MOBI 2010 Best Mobile App for Branded Content: skyrockit for VitaminWater / 50 Cent (in: Apps)
Aug 24, 2010
With an ear on the pulse of the music industry, skyrockit was early to spot the wide spreading appeal of remixed versions of new and classic tunes. But it seemed the fun was only being had by DJs with the equipment and skills to perfect the mashup. But what if the remixing process was simplified so that any one could remix their favorite songs? If given the right tools, the right samples and the right outlet, skyrockit knew everyone would jump at the chance to live out their club DJ fantasies. The remix posed a new way of interacting with music: not just listening, but playing with it too. In order to maximize the pop-appeal of the campaign, skyrockit integrated supplemental branding by hip-hop mogul 50Cent, offering users a chance to remix 50’s upcoming single, baby by me. The result was “50s Sound Lab,” an iPhone application and complementary website, to engage consumers and create vitaminwater brand ambassadors by activating and connecting with music fans around the brand. The app was coupled with a contest for the best remix, chosen by 50Cent, in which the winner would win a trip to visit 50s' studios.
 
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