We’re proud to announce that 360i and Universal Studios Home Entertainment have been honored with two Awards of Distinction at the 16th Annual Communicator Awards.
In the Public Relations category, 360i and Universal Studios Home Entertainment won an award for a Digital Word of Mouth campaign to drive awareness of its “Curious George: A Very Monkey Christmas” DVD among a new generation of children – and inspire parents to relive their own childhood memories with the classic character.
To cut through the noise of the busy holiday season, Universal Studies Home Entertainment partnered with 360i’s digital publicity team on a high-impact DWOM effort that provided busy moms with digital assets (like exclusive trailers) and Curious George “Monkey Madness” packs that allowed them to host special viewing parties for their children and their friends.
The month-long campaign drove substantial earned media impressions among its target audience through overwhelmingly positive coverage garnered on some of the Web’s most highly-read mom and parenting blogs.
- 75% of posts included embedded video (outperforming typical benchmarks of 40%)
- 58% of all posts linked back to the official site; 1/3 linked to the Facebook Page
- 5,000 views of the trailer on YouTube as a direct result of DWOM efforts
360i and Universal Studios Home Entertainment also won an award in the Social Media category for the brand’s ability to use Facebook as a platform to grow a flourishing community of movie-lovers. Universal wanted to support film fans, provide them with a common social point of reference within Facebook and build a community around the broad range of film properties that make up the Universal Studios Home Entertainment brand.
To start, Universal gave away 2,010 Blu-ray movies to promote the launch of its new Facebook Page. Then the brand used a combination of paid media via 360i to spread the word via paid search, the Google Content Network and Facebook advertising. Relevant fan sites and blogs were made aware of the promotion via a 360i-led DWOM outreach strategy. The comprehensive campaign also included a strategic Community Management program to ensure that fans were getting value from the Universal relationship.
Universal exceeded expectations for the promotion and created an opportunity for film evangelists to connect to the studio and for Universal, an extraordinary opportunity to speak directly to fans about their films that will continue to grow and live well beyond a point solution promotion.
- 66K fans/1 month – Exceeded goal by 32 percent
- ~150K fans to date
- Paid media efforts drove ~35K fans
Universal’s initial hook to build a base of movie lovers has evolved into a flourishing community of brand advocates eager to engage with Universal via the world’s largest social network. You can join the community here.
Awards of Distinction are presented to projects that “exceed industry standards in quality and achievement.” The Communicator Awards is an international awards program honoring creative excellence for Communications Professionals. The awards are sanctioned and judged by the International Academy of the Visual Arts (IAVA).