Travel Channel's "Kidnapped" Earns Best of Show from Inaugural "SAMMY" Awards
publication date: Sep 18, 2009
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author/source: Melinda Gipson
Nearly a quarter billion Facebook users have been "Kidnapped" by
the Travel Channel. Seats in the premium-priced Yankee Stadium have
been filled. Southern Chicken sandwiches made their social debut during
the Olympics, as did less storied athletes from around the world using
Lenovo's social channels. And, more than 200,000 people have committed
to end hunger as part of "Kelloggs Cares."
In short, the social marketers and publishers who submitted their best work for this year's SAMMY Awards raised the bar in social media for years to come. Director Demi Moore was so proud of her SAMMY (she directed the Kelloggs Cares final Facebook video on ending hunger) -- that she posted it on her TwitPic page. Several award winners at the gala Sept. 17 expressed confidence that their success will translate into even bigger and better campaigns. Lisa La Ford-Rovan, operations director for Zezza Network, whose work for Jim Beam took top honnors for Best Integrated/Cross-Media campaign, said Jim Beam's work in social marketing "really broke some barriers" for other spirits brands.  The campaign featured a rebranding effort where users submitted videos of how they pictured Jim Beam. The winner's video of a bunch of ants having a party and upending a bottle of Beam into the floorboards was clever and original, but it's often hard for regulated brands to feel comfortable with social media, where what consumers say and do is beyond their control. La Ford-Rowan said, "We couldn't have asked for a better client. Beam was endlessly enthusiastic about communicating with its fans in this space and letting them play." While it was hard to separate pure campaign or publishing results from the creativity and innovation exhibited by this year's finalists, judges (listed below) were united in their assessment that great social marketing leverages the spirit of community online; it doesn't interrupt it. (Unless, of course, the interruption can grab you a great deal at TravelZoo on Twitter, that is.) "We all marvel at the creativity of Facebook users who are willing to post clever videos, artwork or commentary alongside their favorite products. But that pales in comparison to the social agencies and content producers who can inspire such passion from these users," said Nick Friese, CEO of DM2 Media, which hosts the SAMMY and MOBI Awards. "If you want to succeed in social marketing, you have to respect your audience, and you really should learn from the award winners we'll honor this month," Friese added. Everyone who contributed their best work to the SAMMY Awards gala enriches the Digital Media and Marketing community served by DM2 Media. Their work is featured publically on DM2Events' membership site DM2PRO.com through Ad Week to give the winners a well-earned brag link, at which point they'll join all our other case studies in our member-supported knowledge base. (Each awards submission, with creative examples, is linked from the brand.) Congratulations to this year's winners and finalists: BEST OF SHOW and Best Social App: Winner: Best Social App Finalists: National Geographic Channel / 360i Best Social Integrated Cross-Media Jim Beam / Padilla Speer Beardsley, Qorvis, Doe Anderson, Zezza Finalists:
Best Social Engagement Winner: Travel Channel / RAPP Finalists: Huggies / appssavvy / Circle of Moms Best Social Creative Winner: P&G Pringles Finalist:
Best Social Promotion (Product Launch) Winner: Oakley / MEA Digital
Kelloggs Cares / Leo Burnett - Chicago, Biggs-Gilmore, Starcom, Vitrue, Facebook, Ketchum - Piitsburgh, Katalyst Films, Coupons Inc. Response Mine Interactive / TweetsForACause
Best Social Community Winner: Ovation TV/KickApps
Best Social Direct Response Campaign Winner: Yankees / FlyingPoint Finalist: Thomas Cook YourQuest / BrainStorm
Finalists: Mad Men / Brand Fiction Factory, Conquent, Big Deal PR
Best Social Agency Winner: Converseon (see our video interview with Founder/CEO Rob Key Monday) Finalists: Shiv Singh, VP & Global Social Media Lead, Avenue A Razorfish Rob Key, CEO/Founder, Converseon Michael Lazerow, CEO, Buddy Media Sarah Hofstetter, VP Emerging Media & Client Strategy, 360i Chris Cunningham, Founder, AppssavvyPaul Beck, Senior Partner, Worldwide Executive Director, Interactive Marketing, Advertising & Social Media, Ogilvy Worldwide Ken C/how, Vice President Marketing, R2integrated Sarah Schoenfelder, Editor, digiday:DAILY
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