The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Computer: Software Social Media Campaign
"Are your Photoshop skills good enough to solve a murder?" That's the challenge we threw to our Facebook community on Halloween. We presented them with a Clue-like murder mystery in the form of a heavily layered Photoshop file. Fans would download the file and snoop through its layers to discover clues.
After revealing the scene of the crime, our fans were glued to our Facebook page, posting clues, proposing theories, and helping one another crack the puzzle.
Then we released the files of our suspects, complete with blood types in the form of hex codes. They interrogated our suspects via Facebook comment threads, and we answered in character.
The real payoff was seeing the beautiful arrangements of evidence our fans assembled, creating gritty works of art that looked right out of Se7evn.
This campaign truly celebrated the talents of our fans. It turned a community of designers into an army of hard-nosed detectives, sparking their imaginations and reigniting their love for the Photoshop brand.
The campaign resulted in over 1 million impressions and 22-thousand PSD downloads of the game. Fan love came pouring in, asking for another game next year.
Contributors:
| Creative Director: | Tom Parker |
| Associate Creative Director: | Tony Johnson |
| Art Director: | Drew Meiser |
| Senior Copywriter: | Derekh Froude |
| Copywriter: | Frank Fusco |
| Designer: | Tony Johnson |
| Senior Account Supervisor: | Lesley Albright |
| Senior Account Executive: | Sarah Mitus |
EDELMAN
Location: United States