Lessons in Online Marketing from the Winners of the Webbys

1903 Winner, Penngrove Power-Up

The Webbys celebrate good Internet content, from personal blogs to social media campaigns. The 2013 winners have vastly different motivations, from bringing awareness to the water shortage in other countries to selling more soda. Still, they all share innovation and a way to bring customers together online, specifically on social media sites. Here is what the winners did right.

Online Campaigns

The winner of the 2013 Webby in the category of Online Campaigns was Adidas, for its “The Biggest Champions League Final of All Time” campaign. The social media part of this campaign integrated a Twitter handle create specifically for the campaign, as well as Facebook videos and banners that were used by players who would be playing in the soccer match being promoted. Users were encouraged to get involved, and “go all in” for their team by taking part in a vote. This campaign teaches business how important it is to encourage engagement, be it by voting or watching a video.

Social Media Campaigns

The winner of the Social Media Campaign award was Water is Life, which created a campaign called “Hashtag Killer.” The campaign sought to use an already popular Twitter hashtag, “#firstworldproblems” to bring awareness to the real issues in third world countries. By tapping into a trend that was already on the minds of social media users, this campaign could easily grab the attention of social media users. The videos associated with the campaign mocked the messages commonly associated with the hashtag #firstworldproblems found on twitter, which allowed Water is Life to relate to their audience.

Mobile and Experience Marketing

FuelBand and Nike teamed up for the campaign that won the 2013 Webby for Mobile and Experience Marketing. The device being promoted filled a real need for Nike’s athletic customers. A wrist band that is able to measure the user’s activity throughout the day lets him know when he has met his activity goals for the day, and the band changes color to reflect how close he is to his goal. By allowing their product to sync to social media, Nike and FuelBand improved both the marketing outreach of their product and the user experience.

Mobile Advertising

Band Aid was awarded the prize for Mobile Advertising. This unique campaign allows users to scan a picture of their Muppets Band Aid with a mobile app, and then watch the bandage turn into a small stage where animated Muppets dance. The campaign was engaging for users, and also allowed Band Aid to promote its brand in a way that was fun for the user and not an explicate, hard sell.

Native Advertising

Native advertising is advertising that appears to be just another news story or video, while it also promotes a product. Pepsi won the Webby in 2013 for this category, by creating buzz by offering to do an hour of people’s chores if they would try their new soda. The bold promise allowed their  product to be the subject of many online articles, which were in turn shared on social media. Pepsi was able to leverage a unique customer promise into a lot of social media buzz.

Guest author Jennifer Watts is a retired web designer. She now spends her days blogging about all things web design. Visit WebHostingReviews.ca to find web hosting reviews.

2 thoughts on “Lessons in Online Marketing from the Winners of the Webbys

  1. Hi Jennifer,

    Have you got any stats of how many times #firstworldproblems was mentioned on Twitter? Would be nice to know how viral it went please??!

    Thanks. Kev Massey from SixtyMarketing.

    • Kev, I doubt that Jennifer will be watching this post and give you a response, but I thought it was an interesting question so I approved the comment. If you do any research on this yourself and learn anything, come back and let us know.

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