The Web Marketing Association is proud to present this 2014 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Manufacturing Social Media Campaign
Building on Cooper Tire�s successful �Crafted for Life�s Road Trips� campaign, MARC USA created and seeded an online consumer advocacy promotion through multiple social media platforms around the theme of �Your Everyday Road Trip.� The goal was to increase awareness of Cooper Tires among the general driving public as well as consumers in-market for tires. The foundation of the promotion was two videos produced by MARC USA and posted on YouTube featuring unusual Cooper Tire enthusiasts telling stories about their passions and how Cooper Tires fuel their daily life.
Fans were invited to share their own �everyday road trip� stories through video, images or text in a Facebook-based contest. Ongoing Cooper Tire Facebook and Twitter content got the word out � including promoted posts and tweets.
Fans could not only submit their stories, but also vote for their favorites. The content and contest resonated with a broad audience from auto enthusiasts to everyday travelers � moms, students, business people � just about anyone getting into a car or light truck. There were more than 600,000 plus video views and nearly than 15,000 contest entries. Nearly 14,000 votes were cast for the five finalists � each of whom won a set of new tires. The lucky winner earned gas for a year.
Contributors:
| Senior Advertising Manager, Cooper Tire & Rubber Company: | Laura Goetz |
| Associate Creative Director: | David Seman |
| Sr. Copywriter: | Andy Kelly |
| VP/Director of Broadcast: | Lynn Weatherly |
| Senior Account Supervisor: | Tiasha Stevenson |
| Associate Interactive Project Manager : | Chelsey Rovesti |
| Lead Interactive Developer : | Michael Shaheen |
| Sr. Interactive Designer: | Randy Humphries |
| Interactive Developer: | Mike Lux |
| Interactive Program Manager: | Karen Cooper |
MARC USA
Website: www.marcusa.com
Location: USA
About the Agency:
MARC USA is a national full-service integrated marketing communications firm known for uncovering surprising insights that incite powerful reactions through a deeper understanding of whole-brain behavior. With offices in Chicago, Miami and Pittsburgh, 200 employees and more than $320 million in annual billings, it is one of the largest independent agencies in the country. Services include advertising, strategic planning, research, public relations, social media marketing, media planning and buying, digital marketing, direct and customer relationship marketing and sales promotion.