MediaCom UK enjoyed great success at
The Campaign Media Awards, which took place on 23rd November in
London.
The agency was successful in three
categories, and won two awards and one highly commended mention for
its campaigns.
Firstly, the team's work on Merlin
with Alton Towers and Facebook Places came first in the
Best Travel and Leisure Category.
Alton Towers was faced with the
challenge of winning press coverage without the advantage of having
any new rides to promote at the launch of the 2011 season. MediaCom
decided to harness the power of Alton Towers fans and use them as
the primary media channel. MediaCom's strategy, working with Frank
PR, was to open Alton Towers a day early and allow free entry - as
long as the visitor had a smartphone and a Facebook account. From
the 5,500 'check ins' on Facebook Deals that day, the Alton Towers
Facebook page earned more than half a million interactions over the
campaign period - for a tiny media spend. The campaign has
transformed Alton Towers' approach to marketing.
The T-Mobile team were also succesful
in the Best Finance, Telecoms and Utility category
for their efforts with the T-Mobile Royal Wedding campaign. In
recent years, T-Mobile has made a huge impact with its 'life's for
sharing' advertising strategy and the hype around the Royal Wedding
provided a great platform to bring this brand proposition to life.
A short film was created spoofing the rotal wedding entrance on a
low budget. The film tapped in to our love of celebrity culture and
capitalised on free media such as YouTube and Facebook. Bloggers
who had previously written about T-Mobile events were invited to
the shoot of the film, and a teaser was made to fuel interest in
the project.
Within a week of going live, it had
been watched eight million times on YouTube, rising to 21 million
views over the first month. As well as being endoresed by
celebrities, including Prince Harrym the film featured on
mainstream broadcast media programming - an amazing return on a low
budget investment.
Also, the Lucozade 'Yes' Campaign got
an honourable mention in the Best Grocery, Soft Drinks and
Household category, coming in just behind Yeo Valley.
Well done to everyone involved.