The Web Marketing Association is proud to present this 2010 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best B2b Online Campaign
Create a video to deliver authoritative research based messaging addressing negative perceptions of 50+ demographic (the target’s longevity, brand loyalty and the belief that you can effectively reach 50+ through spill in other media) to client and agency media decision makers. Research indicates that only 10% of marketers target 50+ as a viable + effective sales strategy. Our goal was to showcase the 50+ market as a viable and effective sales strategy and remove the negative perceptions and misconceptions about the market through research in an unexpected way while still promoting our core messaging. The promotion is designed to get their attention and include a reward to demonstrate that everyone wins.
We used an integrated campaign including email blasts, ads on SRDS, our own media site, and our sales reps were in the field with premiums tied to the video that had hang tags directing clients to the website “interrogatehim.com” to see the video and enter the sweepstakes to win their reward.
The results - the video garnered over 2400 hits on YouTube, our e-mail blasts and sales calls returned a 10% sweepstakes entry rate, a search on Google for AARP Boomer+ Interrogation returned over 2600 results, the video went viral with bloggers and social media and we were featured by national trade press.
Contributors:
| VP, Marketing: | Patricia Lippe Davis |
| Marketing Director: | Bonnie Maglio |
| Promotions Manager: | Lisa Van Dyne |
| Senior Marketing Manager: | Chris Tedrick |
| Creative Services Director: | Linda Tse Correia |
| Production: | Camille Moonsammy |
| Two Fish FIlms : | Chuck Gale |
AARP MEDIA SALES
Location: USA