Promo's PRO Award Finalists 2008

#6. Best Use of Consumer-Generated Content

Disney Dream Job
Agency: Disney Parks
Client: In-House

To help promote its “Year of a Million Dreams” marketing campaign, Disney Parks partnered with online job site CareerBuilder.com to give consumers a chance to work at a Disney theme park for a day. Through an online search, people posted videos on YouTube.com for a shot at their dream day job. And the prizes weren’t any old tasks. Winners could work as a pirate, a parade performer, a haunted-mansion butler or maid, or a princess-in-waiting. Disney launched the campaign, in part, to raise awareness of its ongoing marketing campaign, while Careerbuilder.com used it to call attention to its online job search site and generate attention for the brand. PR and online marketing promoted the contest. The contest drew nearly 500 video submissions. Winners were selected based on consumer votes of the top-100 finalists on the Web site at www.careerbuilder.com/disneydreamjobs. Some 2.2 million page views were reported on the CareerBuilder.com contest site between January and June. Close to 1 million online votes were cast to select the final 25 Dream Job candidates.

The Verizon Mini Movie Studio
Agency: Momentum Worldwide
Client: Verizon

Wanting to extend its reach beyond a day-long sponsorship activation, Verizon set up shop at the Tribeca Film Festival using a multimedia experience to showcase its products to keep consumers engaged with the brand. The company staged a live event, dubbed “The Verizon Mini Movie Studio,” at the Tribeca Family Festival in May, targeting families with young children and existing customers. The goal? To let visitors take the experience home with them on their mobile devices. Verizon also used the event to capture lead generation for future sales. During the campaign, kids could dress up in a costume to become one of five Mini Movie Stars and virtually experience super powers on a green screen set. Mini Movie video clips were sent to parents who had MMA capable phones, or to a microsite at www.myminimoviestar where individuals could send the link on to a friend. People could also call animated Mini Movie characters with their cell phones or demo phones. Children interacted with the characters using the phone’s dial pad. Visitors to the tent received Mini Movie Star-branded lollipops, T-shirts, drawstring bags and phone stickers. In all, more than 10,000 premiums were distributed. A sweepstakes overlay offered the chance to win a Mini Movie Star plush toy and other prizes. Did it work? The activity drew 3,000 to 4,000 people and lead generation increased 434% year over year.

When Spicy Meets Sweet
Agency: MTV Networks
Client: Doritos

When Frito-Lay decided to promote one of its new Doritos flavors, it tapped into two hot topics: social networks and dating. Through a partnership with MTV Networks, the company launched a co-branded program, “When Spicy Meets Sweet,” to spread the word about Doritos’ Spicy Sweet Chili Chips. The promotion played off the notion of combining two opposite things that complement each other. An online search kicked off for three “Spicy Girls” and three “Sweet Guys” to star in the dating episodes. Visitors created profiles by uploading a biography, photos and videos to a social network, and had to classify themselves as being “Spicy” or “Sweet.” Cast members were chosen based on the amount of time visitors spent on the profile pages. Once selected, viewers watched the dates on air and online. During the final phase of the campaign, voters determined which Spicy/Sweet couple would star in a national Doritos commercial. Average weekly page views jumped nearly three times the norm during the campaign, resulting in a 186% increase. And visitors spent more time on the site, from 24 minutes to 33 minutes.

American MRI-dol: Hospitals Compete to Win an MRI
Agency: Siemens Medical Solutions, USA Inc.
Client: Siemens Medical Solutions, USA Inc.

Looking to leverage the rage of Internet viral video, healthcare industry supplier Siemens Medical Solutions, USA Inc. launched an online video contest offering hospitals the chance to win a magnetic resonance imaging (MRI) machine. The goal? To raise awareness of its Magetom Essenza MRI among small hospitals. Small healthcare facilities submitted two-minute videos explaining why they should win the MRI to http://www.winanmri.com. Consumers then voted for the facility that they felt most deserved the equipment, worth $800,000. PR, local print and broadcast media helped promote the six-week campaign. Word about the promotion spread like wildfire as hospital executives, townspeople and others sent e-mails to their contacts asking them cast their votes. In all, the contest drew 102 entries, with a total of 1.4 million votes and 2.7 million page views.