Engaged Community
This category is about managing effective, engaged communities. Entrants will be brands that are creating content, experiences, and platforms that get their communities to grow, act or amplify messaging in a way that directly relates to the brand's goal.
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PROGRAM
2014 SILVER
The Walking Dead Chop Shop
Hyundai had a partnership with The Walking Dead TV show as a way to build relevance with Gen Y. However, among a highly passionate fan community, vehicle integration wasnt enough to get them engaged with Hyundai. So rather than interrupting these fans, we involved them with our Walking Dead Chop Shop to build the ultimate zombie survival vehicle. In doing so, we saw over 46k Hyundai Chop Shop vehicles built, a 71% lift in social sharing, and 60% return visits to the brand. We knew we had something relevant that connected with this community.
Brand:
Hyundai
Client:
Hyundai
Agency:
INNOCEAN USA
Language:
English
2014 BRONZE
Macy's Presents: "Yes, Virginia the Musical"
Macy's created "Yes, Virginia the Musical, a school play available to thousands of schools across the country in the most crowded and noisy retail period of the year. Our objective was to make our brand more relevant to local communities, in line with our business localization strategy, My Macy's. We created a branded toolkit that gave schools everything they needed to put on a successful play and awarded a $1000 production grant to 100 schools. Hundreds of schools participated, forging a closer tie between Macy's and more than 193 local store communities, driving 231 million earned media impressions, and a 28% increase in family store traffic as measured by Make-A-Wish letters to Santa.
Brand:
Macy's
Client:
Macy's
Agency:
JWT New York
Language:
English
FINALISTS
McDonald's
Unbranded Menu
Sedal
Disciplina con Sedal
Eudora
Eudora Siàge
