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.

2020 SILVER

Keeping Fortnite Fresh

When popular video game Fortnite announced a new game mode called Food Fight, Wendy’s found a way in: we destroyed in-game burger freezers alongside gamers for more than nine hours. We not only successfully entered the world of Fortnite, we changed it, as game developers removed burger freezers from Fortnite.

Brand: Wendy's
Client: Wendy's
Agency: VMLY&R
Language: English

2020 SILVER

It Just Has to Make Sense to Someone

Attention is an endangered species; it’s nearly impossible to stand out in hyper-fragmented media environments. Declining in attention and visitation among a 18-24 y/o target, Burger King tasked asked for help. Our goal was simple: Make Burger King loved and talked about online. We discovered a vast ocean of intermixed subcultures within our audience, then developed a theory: Celebrate and support niche interests and we’ll generate feelings of validation, acceptance, and, ultimately, brand love. We created an engine for content creation, and the results were beyond anything we could imagine.

Brand: Burger King
Client: Restaurant Brands International
Agency: MullenLowe U.S.
Language: English

2020 BRONZE

#MyWishForMoms gives voice to postpartum depression

Postpartum depression is the #1 complication of pregnancy. Yet only 15% of new moms receive treatment. Stigma and shame are powerful silencers. But to get treatment to the women who needed it, we had to break that silence. We fueled the effort by partnering with pop culture icon and postpartum depression survivor Chrissy Teigen and 20+ micro-influencers to launch #MyWishForMoms. There we engaged women-- commenting, sharing, and generating 19 million online interactions in all 50 states and 130 countries – and – a 126% increase in moms receiving treatment year-over-year.

Brand: Allegheny Health Network
Client: Highmark Health
Agency: Doner
Language: English

FINALISTS

McDonald's Unbranded Menu

Sedal Disciplina con Sedal

Eudora Eudora Siàge