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Company: MWW Group, East Rutherford, NJ
Company Description: MWW Group is a full-service public relations & communications firm with international reach and local expertise, committed to the philosophy of “Aim High. Deliver". We are one of the top 10 PR agencies in the nation with office in East Rutherford, N.J., New York City; Los Angeles; San Francisco; Chicago; Washington, D.C.; Dallas; Seattle; London; and Trenton, N.J.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Social Media Focused
Nomination Title: Nikon Film Festival Social Campaign Championing D-SLR Video
Tell the story about this nominated campaign since 1 January 2010 (up to 500 words). Be sure to cover the genesis, development, performance, and results of the campaign.
Nikon was the first manufacturer to introduce video capability in a D-SLR (single lens reflex) camera with the introduction of its D90. Since the introduction, competitors introduced a huge volume of competitive cameras and improved video capability. Nikon & its agency partners sought to combat this crowded market through a campaign that created a strong association between Nikon & video. Nikon partnered with MWW for PR & social media support to develop the first-ever online film festival.
The Nikon Festival was designed to increase the digital imaging leader’s visibility as a social media innovator within the consumer electronics category & to generate unique consumer engagement. The four target audiences were filmmakers, social media influencers, traditional media consumers, & the tech savvy.
Research was conducted in advance of this program to determine the best opportunity to connect the Nikon brand with video creation. The results surrounding photo & video sharing usage online fueled our desire to create a social program that tapped into consumer sharing as a way to create active engagement with the Nikon brand.
Merging the popularity of HD video & user-generated content creation within the social media space, Nikon & its partner agencies redefined movie-making with the first-ever online film festival relying solely on social media. The Nikon Festival was designed to increase the digital imaging leader’s visibility as a social media innovator within the consumer electronics category & to garner positive editorial coverage.
The strategy was to leverage the theme “A Day in the Life” with noteworthy spokespeople, prize content, interesting news angles & unique consumer engagement to create positive media coverage & sustain online visibility using Ashton Kutcher, actor Rainn Wilson, professional photographer Chase Jarvis & Internet Evangelist iJustine.
A Nikon-branded, NikonFestival.com was created & launched in November 2009. Ashton Kutcher, along with the Festival judges, shared personal videos shot with a Nikon D-SLR camera to inspire/guide entrants. Ashton launched the Festival with an opening tweet from his Twitter address. Judges also tweeted/blogged throughout the contest generating engagement & momentum.
Entrants were encouraged to upload their video & ignite buzz via their own social channels. MWW created Nikon’s Festival Twitter (@nikonfestival) & Facebook Fan Page (Facebook.com/nikonfestival), which were updated to notify followers of new submissions & engage consumers with frequent, relevant posts to establish timely conversations about voting, viewing & campaigning. To encourage fans to revisit the page MWW worked with judge Rainn Wilson to create “Ask Rainn” videos with fans on Facebook.
The top 50 films were showcased on the Nikon Festival site. Traditional & social media relations were used to announce the voting & finalists. Capitalizing on the popularity of judge iJustine & current events, winners were announced in a video by judges on iJustine’s YouTube channel & during the Sundance Film Festival.
The campaign delivered significant reach, engagement & buzz, resulting in:
• 121+ million digital media impressions
• 62+ million Twitter impressions
• 500,000+ visits to NikonFestival.com
• 2,200+ video submissions
List hyperlinks to any online news stories, press releases, video clips, work samples, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://twitter.com/#!/nikonfestival
http://facebook.com/nikonfestival
http://press.nikonusa.com/nikon-festival/
http://gizmodo.com/5401038/nikons-twitter+inspired-digital-film-festival-will-feature
-ashton-kutcher-and-dwight-schrute
http://www.demystifyingdigital.com/Digital-SLR/Nikon-Film-Festival/index.aspx
http://www.adweek.com/news/advertising-branding/nikon-kick-starts-campaign
-tweet-100882
http://www.tomorrowawards.com/showcase.php?user=McCannErickson&show
case_id=195
http://gizmodo.com/5428149/rainn-wilson-on-his-nikon-dslr-short-film-and-why-
dwight-would-taste-banhammer
http://blog.timesunion.com/localarts/chicken-vs-penguin-wins-nikon-short-film-
festival/4180/
http://pmanewsline.com/2010/01/27/nikon-film-festival-declares-winners/
http://www.ifilmchannel.com/?p=3813
http://www.businessinsider.com/the-winner-of-the-nikon-twitter-inspired-film
-festival-chicken-vs-penguin-film-2010-1
http://press.nikonusa.com/2010/01/nikon_festival_crowns_top_two.php
http://press.nikonusa.com/2010/01/nikon_festival_crowns_top_two.php
http://technews.am/conversations/gizmodo-us/rainn_wilson_on_his_nikon_
dslr_short_film_and_why_dwight_would_taste_banhammer
http://www.photographybay.com/2010/01/26/%E2%80%9Cchicken-vs-penguin
%E2%80%9D-wins-100000-from-nikon/
http://www.marketing-interactive.com/news/16295
Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this nominated communications program:
MWW Group is one of the top ten global independent public relations firms and is known for its results-driven approach to public relations and “Aim High. Deliver” commitment to client service. MWW Group is a different kind of agency. Passionate, driven, highly experienced professionals with an entrepreneurial attitude, strategic thinking and flawless execution. At MWW Group, we’re game changers, provoking new ways of thinking for ourselves and our clients. This attitude and ability result in category re-defining campaigns and the delivery of outstanding results for our clients, exceeding their expectations and business goals.
In the past year, MWW Group was named both “Midsize Agency of the Year” and “Strategic PR Agency of the Year” by The Holmes Report and “Digital Firm of the Year” and “Team of the Year” by PR News. The firm has consistently been named one of the Top Places to Work in PR by PR News.
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