The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Electronics Social Media Campaign
Samsung�s new flip-screen camera lets consumers shoot from any angle. To demonstrate the camera�s capabilities and build awareness via social media, Starcom and The Studio at Conde Nast teamed up to brainstorm this unique, custom solution: have readers create their own animated GIF on a Tumblr blog to pass on to friends and family. The GIF webapp was advertised on GQ.com, VanityFair.com, Style.com, Lucky.com, Details.com, Glamour.com, Wired.com, and W.com� sites whose audiences encompass tech lovers and style seekers who are always camera ready.
Cond� Nast secured streetstyle fashion photographers in New York, Paris, London, and Rome to take three sequential shots of fashionable passersby, and The Studio�s automated webapp compressed them into animated GIFs. These GIFs lived in a 300x250 traffic driver featuring a look of the day and drove readers to the Samsung-branded Tumblr blog, �Caught on Samsung�, to upload their own three photos to make their own animated GIF. All GIFS became part of the blog�s content gallery. But, most importantly, the �Share This� tool allowed all GIFs to be shareable on Facebook, Twitter, Email, Digg, Reddit, Tumblr and 90 other social networks, driving readers� friends to the blog to make their own GIFs and extending brand buzz further. As added incentive, anyone who created a GIF could enter for a chance to win the camera. The social media exposure �and the wow factor supplied by the GIFs � kept brand interaction high and provided an engaging and socially viral way for readers to experience the product�s exclusive features.
Contributors:
CONDE NAST
Location: USA