Nominate a Campaign: Blog Category

[Janette Toral]

The Blog category intends to spotlight on campaigns done through the done through blogs or tapping bloggers - either as an independent / individual effort or as an advertiser / marketer.

Nominate a site now by posting a comment on or before March 15, 2010. It should include the following:

1. Campaign name:

2. Campaign description / mechanics: (it should have start/end date, campaign objectives)

3. Website url(s) where campaign was launched and related developments (e.g. launch, progress, winners announcement, post-event write-up).

4. What makes this campaign outstanding? (results generated and how it helped the organization in comparison to how it was prior to start of the campaign)

 

(Note: from March 13, the submission of entries got extended to March 15. By midnight, posting of comments shall be closed and no more submission shall be entertained.)

 

Review the judging criteria

Back to DigitalFilipino Social Networking Awards categories

[JayL Santiago Aquino]

1. Campaign name: Runes of Magic Philippines - Living In The World of Taborea

2. Campaign description / mechanics:
Here are the mechanics:

1. This contest is open to all members of the Nuffnang PH Network, except employees of the Nuffnang Philippines and E-Games, and their relatives up to the third degree of consanguinity2. If you wish to join, just write a blog entry entitled “Life In Taborea: The World Of Runes Of Magic”.

3. This entry can be as long or as short as you wish, you may use pictures or video if you choose so as well.

4. You must write about how you would imagine yourself if you lived in the world of the E-Games hit MMORPG, Runes Of Magic. Set in a fantasy world of magic, monsters, and heroes, let your imagination run wild as you craft your own point of view about how life would be in this world.

5. Each blogger is entitled to only one entry each for the duration of this contest.

6. If you have successfully created an entry for this contest, just send a hyperlink to your post to the following e-mail address: [e-mail] .

7. This contest opens on February 8, 2010 and ends March 8, 2010: winners will be declared two weeks afterwards and awarded at the E-Games event coming up for the bloggers. Watch out for invites to this event!

8. Prizes are as follows:

1st prize = 25K plus 5K GC from Hi-sierra ; Mobile Internet Kit

2nd prize = 15K plus 3k GC from Hi-sierra ; Mobile Internet Kit

3rd prize = 5K plus 1k GC from Hi-sierra ; Mobile Internet Kit

So what are you waiting for? Play the game, join the contest, and learn how it feels to be living in Taborea!

3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up).
http://www.nuffnang.com.ph/blog/2010/02/08/living-in-the-world-of-t...

4. What makes this campaign outstanding?
Beside the 45,000 pesos in cash prizes, it brings out the creativity in every blogger :)

[Noemi Lardizabal-Dado]

1. Campaign name: Blog Watch

2. Campaign description / mechanics:

Bloggers play an important role in the election coverage because they have an existing community that can virally disseminate information among their readers as well as to other internet users, especially on the social networks which comprise 51 percent of Internet users in the Philippines.

blogwatch.ph is a new media initiative where bloggers joined forces to cover the 2010 elections and help raise public awareness through a news website called Blogwatch.ph. The group aims to tap the burgeoning blogosphere in the Philippines to provide different perspectives on the elections apart from that of traditional media.

In cooperation with the Philippine Online Chronicles (http://thepoc.net) , a news and features website under Vibal Foundation, bloggers will harness the power of new media to present a multiperspective, multimedia coverage of May 2010' elections, events leading up to it, and relevant topics such as election automation, campaign finance, and the candidates' personal and political backgrounds including platforms and issues.

Aside from interviews and articles, Blog Watch will utilize various multimedia platforms to convey these stories through blogs, photos, videos and podcasts.


3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up).


Social media used for this campaign are

http://blogwatch.ph
http://twitter.com/blogwatchdotph
http://youtube.com/blogwatchdotph
http://www.ustream.tv/channel/blogwatch
http://justin.tv/blogwatch
http://blogwatch.podomatic.com
http://election2010.podomatic.com
http://blogwatch2.podomatic
http://qik.com/blogwatch
http://www.scribd.com/blogwatch
and the blogs of the contributors


4. What makes this campaign outstanding?

Blog Watch aims to give Filipinos, especially the youth, exactly what they need when they need it, and to try to produce a better-educated voter body in time for the 2010 elections.

We have diversity in our bloggers in political views and age ranging from 21 years old to 60 plus something and this presents muli-perspective views.. The better the caliber of media coverage, the more credible the election results will be.

[Vince]

1. Campaign name: BlueWater Day Spa and WhenInManila.com's "FREE Feb Couple's Massage Giveaway"

2. Campaign description / mechanics:

Win a FREE Couple’s Massage from BlueWater Day Spa EVERY WEEK in Feb 2010!
All you have to do is leave the most memorable comment on our site (WhenInManila.com) or on our Facebook page (Facebook.com/WhenInManila) and we’ll pick one commenter per week to get a free couples massage (meaning good for two people) at the famous BlueWater Day Spa Movie Theater Massage Room!

Not a lot of rules, just try to leave a comment that will stand out to the WhenInManila.com team. Maybe something funny, memorable, or anything really. You can comment as much as you want to increase your odds of winning.

Commenters can be from ANYWHERE in the world as you can transfer the winning prize to whomever you choose. We will announce winners ever week in February 2010. (Winners announced Feb 8, 15, 22 and 28, 2010)


3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up):

http://www.wheninmanila.com/win-free-couples-massage-from-bluewater...

http://Facebook.com/WhenInManila


4. What makes this campaign outstanding?

This was a campaign designed to promote the brand name of BlueWater Day Spa. They were interested in creating an online contest that would help spread the name of their establishment and allow more people to recognize their brand name as a premier name in Health & Wellness Services.

The first sign that marked this as an "outstanding campaign" was the strategy used to disseminate the info of this campaign. A full on blogging and social media campaign really pushed the BlueWater Day Spa brand name into the next level. Contest and Freebie Blogs such as BoyKuripot, NingBuning and MukhangPera were tapped to help spread the word of the BlueWater Day Spa contest, along with other famous blogs such as FlairCandy.com and our own WhenInManila.com. Furthermore a social media frenzy of Twitter, Facebook, Plurk, TwitVid, MySpace, Friendster, Vimeo, Wordpress, Blogger, Tumblr, YouTube, TypePad, LiveJournal and more were all used to further spread the brand name and the contest info.

By asking our audience to simply leave a comment, we strategically opened up the doors for most everyone to be able to join. Thus, allowing everyone to see and hear the brand we were promoting. Furthermore, the implied simplicity of the "just leave a comment" campaign pushed many to join, but still required them to note the brand name of BlueWater Day Spa. With the "leave the most memorable comment" rule, many participants self-motivated themselves to go to BlueWater Day Spa's website to see what kind of services they offered in order to leave an intelligent comment for the contest. Again, furthering the branding and understanding of the BlueWater Day Spa name.

The campaign was ultimately successful in gaining over 450 entries for this contest! Therefore attaining our goal of promoting the brand name of BlueWater Day Spa. The client was also very happy and has enlisted our services for the remainder of the year. In the end, it was a win-win-win situation where BlueWater Day Spa was able to promote their brand name online at a low cost, WhenInManila.com was able to entice more viewers and gain more fans, while our audience was also able to score some free massages.

As Borat would say.... "GREAT SUCCESS!"

[Marge Tee]

1. Campaign name: Texas Roadhouse Grill Food Blogger Event
2. Campaign description / mechanics: to promote their steak dishes: T-bone, Rib eye, Porterhouse, and to emphasize that they have a lower price compared to other steak houses
3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up).

No URL. write-up and report attached.
4. What makes this campaign outstanding?

only 25 bloggers were invited but due to demand there were 35 Bloggers who attended and as a result, there were more blogs created and pictures seeded across different platforms. Increasing their visibility, given that there are only 2 branches. El Pueblo became more aggressive on their offer differentiating it to the target market at Fort.

[Marge Tee]

1. Campaign name: Fish around the world
2. Campaign Description/mechanics: Fish & Co launched their Fish around the world dishes wherein they have different styles of Fish & Chips according to countries. Countries include: Japan, India, Philidelphia and Malysia. The event was held in Fish & Co Shang, wherein they invited bloggers and let them design their own fish platters according to their assigned countries.
3. Website url:
4. What makes this campaign outstanding?
Bloggers were given the chance to experince preparing the dish first hand, and they actually enjoyed it. After the event they were of course gicen a chance to try out all they dishes featured in the Fish around the world selection

[Marge Tee]

1. Campaign name: Nokia OVI

2. Campaign description / mechanics: Nokia promoted their new site where you can share photos, music, access your files and get apps/games by tapping bloggers from different fields.



Each week, each blogger were asked to have a promo where in they need to create an ovi account for them to join the promo.

3. Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up). http://www.joriben.com/ http://www.byahilo.com/ http://dessertcomesfirst.com/ http://abuggedlife.com/ http://www.bryanboy.com/ http://www.ourawesomeplanet.com/

4. What makes this campaign outstanding?

Top bloggers such as Bryan Boy, Anton Diaz, Lori Baltazar, Joriben Zabala, Enrico Dee and Jayvee Fernandez were asked to promote their new product. Aside from blogs, their viral video was also released in Ayala cinemas, and each of them got an advertorial for Inquirer.

[Chinkey Llave]

1. Campaign name: Johnson's Baby Bedtime Discoveries

2. Campaign description / mechanics: (it should have start/end date, campaign objectives)
Objective: Lead an advocacy campaign to help moms give their babies the gift of good sleep and faster growth.
Duration: Nov 2009 - ongoing

3. Website url(s) where campaign was launched and related developments (e.g. launch, progress, winners announcement, post-event write-up).

http://www.bedtime.com.ph/mommycorner-intro.aspx (see link to blogger moms)
http://www.nuffnang.com.ph/?s=bedtime
http://www.smartparenting.com.ph/article/baby-sleep-101-johnsons-ba...
http://www.abs-cbnnews.com/lifestyle/02/03/10/how-sleep-baby
http://www.abs-cbnnews.com/lifestyle/02/03/10/parenting-tips-train-...
http://www.nuffnang.com.ph/blog/2010/02/08/johnson-johnson-bedtime-...
http://www.wellsphere.com/parenting-article/johnson-s-baby-bedtime-...
http://www.mb.com.ph/articles/245311/sweet-dreams
http://hipncoolmomma.com/2010/02/06/the-luxury-of-sleep/
http://www.annakatharinamd.com/2010/01/31/johnson’s-baby-bedtime-and-sleep/

4. What makes this campaign outstanding? (results generated and how it helped the organization in comparison to how it was prior to start of the campaign)
To advance this advocacy, Johnson's Baby partnered with Nuffnang, to reach out to mom bloggers so that the importance of giving baby good sleep is shared to the community of moms online. This came from insight that moms use the internet to search and validate new and valuable information with regard to childcare.

The bedtime website provides a complete information of how the magic of sleep helps baby and mommies while mommy blogger posts (culled from their experiences) are the moms' sources of more validated and rich information. The TV, print and online display are drive to site efforts.

Results: Several bloggers as well as moms are now converted to bedtime believers as seen in their blogs and brand business results.

[Meg]

1. Campaign Name: 7-Eleven Big Bite Challenge

2. Campaign Description/ mechanics:
The Big Bite Match hotdog eating contest was not only the first eating competition in the Philippines, it was also the biggest competitive eating event in South East Asia. With almost 400 stores in Luzon, aspiring Filipino competitive eaters were given the chance to compete across other aspirants on a nationwide scale and put the country in the global competitive eating arena. This entailed a 2-month elimination process (June 26 to August 15) where each store became a venue for participating contestants. Aspiring finalists were required to purchase the Big Bite Pack, which included 5 Big Bite hotdogs and a Big Gulp, with the goal of finishing the pack the fastest; P500,000 awaits the winner of
the competition.


3. Blog site

www.eatingmachinesphilippines.com

total hits: 492, 637 from blogbank ad
total uniques: 257,170 from blogbank ad

videos:
katarina: 3,312views
Manny Paksiw: 4,345 views

4. What makes this campaign outstanding?
Considered as a growing global phenomenon, this became an opportunity for 7-Eleven to use one of their own popular products, the Big Bite hotdog, to introduce the Big Bite Match hotdog eating contest, one of the biggest competitive eating event in South East Asia.

To create buzz, www.eatingmachinesphilippines.com
served as an interactive, informative and humorous online venue following the conversational style of blogs to hype the Big Bite Match. This served as a customer service tool with a humanizing aspect, amplified by commissioning professional blogger to post updates on a regular basis. To add virality, several viral humorous videos were released to illustrate to aspiring gobblers tips and tricks on how to successfully compete in the competition, featuring look-alikes of local celebrities involved in recent video controversies, thus amplifying searchability. The videos were posted on YouTube and Facebook. All these elements were found online, allowing the campaign to use online media as its main platform for information and virality.


Anchored on online spectacle marketing, the campaign intended to create several touch points for its customers to interact with the brand, with the Big Bite Match essentially allowing 7-Eleven¹s 400 stores to turn a single eating event into 400.

[Carlo de Leon]

Campaign name: Real Leaf Paparazzi Blog contests

Campaign period: Dec 28, 2009 to Jan 31, 2010

Campaign description / mechanics:

To create significant buzz about Real Leaf in the blogsphere we enticed the blog community to become paparazzi photographers by capturing & posting photos of people drinking Real Leaf. Two approaches were used to engage both bloggers and blog readers:

1. We tapped the Nuffnang network of over 4,000 bloggers thru a blog contest -- http://www.nuffnang.com.ph/blog/2010/01/05/catch-a-real-leaf-a-papa...

2. We tapped 5 powerbloggers to hold informal contests among their own readers with similar mechanics
• Our Awesome Planet by Anton Diaz: http://www.ourawesomeplanet.com/awesome/2009/12/photo-contest-catch...
• YugaTech by Abe Olandres: http://www.yugatech.com/blog/contests/contest-spot-a-real-leaf-win-...
• AboutMyRecovery (A Filipina Mom Bloggger) by Noemi Lardizabal-Dado: http://aboutmyrecovery.com/2009/12/28/real-leaf-green-tea-win-an-ip...
• Kubiertos by Apples Haravata: http://kubiertos.com/2009/12/28/catch-a-real-leaf-paparazzi-blog-co...
• Starmometer by Chris Diestro: http://www.starmometer.com/2009/12/28/contest-win-a-brand-new-8gb-i...

Website url(s) where campaign was launched and related developments (e.g. progress, winners announcement, post-event write-up):

Case study deck: http://www.mediafire.com/?sharekey=a7a95415513d5714d9d5c56d04dfa8b0...

Contest announcement on Facebook fan page: http://www.facebook.com/notes/real-leaf-green-tea/real-leaf-green-t...

Winners’ announcement on Facebook fan page for powerblogger contests: http://www.facebook.com/note.php?note_id=294621486839

• Our Awesome Planet by Anton Diaz: http://www.ourawesomeplanet.com/awesome/2010/02/and-the-real-leaf-c...
• YugaTech by Abe Olandres: http://www.yugatech.com/blog/contests/winner-of-the-real-leaf-ipod-...
• AboutMyRecovery (A Filipina Mom Bloggger) by Noemi Lardizabal-Dado: http://aboutmyrecovery.com/2010/02/02/winner-of-real-life-papparazi...
• Kubiertos by Apples Haravata: http://kubiertos.com/2010/02/03/winner-of-an-ipod-nano-from-real-leaf/
• Starmometer by Chris Diestro: http://www.starmometer.com/2010/02/02/real-leaf-green-tea-contest-a...

Winners’ announcement for Nuffnang contest: http://www.nuffnang.com.ph/blog/2010/02/15/and-the-winners-are/

What makes this campaign outstanding?

Since the brand’s launch mid-2009, many people have already switched to Real Leaf green tea. Yet, there was virtually no buzz about the brand online before this campaign.
After the campaign, 110 blog entries related to the brand and the campaign that are ranking top places on search. The blog entries became new content for the brand’s fan page on Facebook. The blog entries also created organically brought out the brand’s strengths – superior taste and its health benefits.

Most importantly, the blog campaign sent a very strong message to the blogsphere: More and more people are drinking Real Leaf green tea.

[tonyo]

1. Campaign name: Blog Action Day 2009 Philippines on climate change by Bloggers Kapihan

2. Campaign description / mechanics: (it should have start/end date, campaign objectives):

The objective of this campaign was to mobilize bloggers in the Philippines to take part in the global Blog Action Day on climate change by blogging on the issue on the same day.

3. Website url(s) where campaign was launched and related developments (e.g. launch, progress, winners announcement, post-event write-up).

The Philippine campaign was launched October 8:
http://www.bloggerskapihan.com/2009/10/08/blog-action-day-2009-pili...

and culminated on October 15, the global Blog Action Day 2009:
http://www.bloggerskapihan.com/2009/10/15/blog-action-day-2009-phil...

A running blog roundup was published throughout October 15:
http://www.bloggerskapihan.com/2009/10/15/roundup-voices-from-the-p...

4. What makes this campaign outstanding? (results generated and how it helped the organization in comparison to how it was prior to start of the campaign)

Firstly, the Bloggers Kapihan campaigns for Blog Action Day is now several years old now. We've taken on varied issues like Poverty and the People Power anniversary. Bloggers' participation in these Blog Action Days are proof positive that Filipino bloggers have a social conscience and would not hesitate speaking out on social issues affecting them, the nation, and the world.

Secondly, Bloggers' Kapihan's effort to localize the Blog Action Day on climate change seized on post-Ondoy, post-Pepeng concerns on the issue. It did not go unnoticed by the global bloggers and journalists' community. In CNN's feature on the Blog Action Day, the Philippines' bloggers provided the human face for the global bloggers' event:

http://edition.cnn.com/2009/WORLD/europe/10/14/blog.action.day.clim...

It was also featured on an Inquirer.net article:
http://newsinfo.inquirer.net/breakingnews/infotech/view/20091013-22...

[Meg]

1. Campaign Name: OC-in-Training

2. Campaign Description/Mechanics:

OC-in-training is an online and viral-led campaign which aimed to create a sense of Post-It ownership among students and different schools.

3. Website urls where the campaign was launched?
http://www.ocintraining.com/

Partner blogger sites:

1. http://abuggedlife.com
2. http://batangyagit.com
3. http://arpeelazaro.com
4. http://rockersworld.com
5. http://comicology.i.ph
6. http://kikay.exchange.ph
7. http://tagalogteacher.blogspot.com
8. http://brianong.blogspot.com
9. http://theresechua.blogspot.com / http://rippledpebble.wordpress.com/
10. http://funnysexy.ph
11. http://thepedestrianfoodista.blogspot.com/
12. http://pinoyblogero.com
13. http://yapatoots.blogspot.com
14. http://herestolife.wordpress.net
15. http://micamyx.com
16. http://vintersections.blogspot.com
17. http://nursesnotes.org
18. http://thisiscoy.net

4. What makes this campaign outstanding?

The large student market hasn’t really been tapped yet and the “back-to-school” season is one of the best opportunities to encourage students to buy Post-It products. However, 3M wanted to approach the students differently, and thus came up with the handle “OC-in-training.” Loosely based on Obsessive Compulsive Disorder (OCD), the modern-day OC is a term used to refer to people who seem to be joined at the hip with their to-do lists, blissfully married to their daily planner and have nicknames for each of their highlighters are referred to as OCs. And for the modern-day OC student, Post-Its are indispensable tools.

The channels that the campaign used were the following:

• Microsite: OC-in-Training Microsite
- The OC-in-Training microsite will be the tool to continuously engage the students and introduce our product innovations.This is also a tool to expand our database through those who engage, and reward them for their loyalty and engagement.
- Here online quizzes and feature articles that tackle the modern day OC can be found.
- The Nominate an OC-in-Training feature, where users can nominate their friends for the different levels of OC-ness and give them an “OC-in-training” gift pack; as well as the Design Your Own Post-It,a contest that encourages student users to design the Post-Its specifically for their schools are special features of the site.

• Driving online traffic: Tapping partner bloggers
- Onboard top bloggers in the country to write about Post-it® and the OC-in-Training microsite.
- Run a promo through the bloggers to further engage the online community. Some of the promo questions run through the blogs were:
• http://batangyagit.com (What makes you an OC?,What is your OCiest habit?)
• http://comicology.i.ph(What are your OCiest habits when drawing comics?)
• http://kikay.exchange.ph (Share your most OC habit when it comes to your make-up – whether in storing it, putting it on or when taking it off.)
• http://tagalogteacher.blogspot.com(What is your OCiest habit when it comes to learning a new language that you share with your students?)
• http://nursesnotes.org (Why is it good to be an OC nurse?)

• Campaign Measures of Success:
- As of March of this year, there were 12,415 OC-in-training nomineess, with a 54.31% claim rate for the OC Post-IT gift packs. The site also received over 71,000 unique page views.
- It was a good way to introduce Post-It products to the student market, create new users and engage them. Campaign really served the purpose of creating a sense of Post-It ownership among the students and schools.