Partners Blog
What's new @ Google? Tips and tools for agencies
Effie Awards come to YouTube
Tuesday, July 28, 2009
The Effie Awards, founded in 1968 by the New York Chapter of the American Marketing Association and now run by Effie Worldwide, celebrate best-in-class marketing online and off. Specifically, Effie Worldwide rewards "Ideas that Work": great ideas that achieve real results and the strategy that goes into creating them. Today, the Effies has launched a home for excellence in marketing on YouTube with the
Effie Worldwide Channel
. The channel will feature video case studies of Effie-winning campaigns across industries, from
Rolling Rock
to
Stride
.
Last year, YouTube played a role in more than 50% of Effie-winning campaigns. For some champs, YouTube was a fundamental part of their campaign, where homepage placements and contests were designed to engage the community; for others, it was a happy accident when our community noticed the marketing effort and carried it forward virally, via parodies, video responses, comments, ratings, and sharing. Regardless, Effie-winning campaigns prove that a great piece of content with a message that resonates with consumers can generate momentum anywhere, whether offline (around the watercooler) or online in places like YouTube.
We hope you'll find this channel a useful tool as you plan your next campaigns. We also invite you to join us as we dig deeper into three winning campaigns next month in Part II of a four-part webinar series, "Effie Case Studies: Ideas That Worked." (You can register for this seminar on this
page
.) This free webinar will be co-hosted by Effie Worldwide and YouTube, and will feature speakers from the agencies and clients who created these outstanding campaigns. The webinar will offer a behind-the-scenes look at the most effective marketing ideas and strategies of the year. You'll learn how three award-winning campaigns --
McDonald's "Unsnobby Coffee" (DDB West)
,
Clorox Green Works' "The Reverse Grafitti Project" (DDB West and the Clorox Company)
, and
Mastercard's "Priceless Pep Talks" (Mcann-Erickson)
-- arrived at their big ideas, effectively brought those ideas to life in engaging and interactive ways, and achieved real marketplace results.
And if you miss the live broadcast, just check the
Effie World Channel
-- an on-demand version will be posted there too.
Posted by Kristin Kovner, Industry Marketing Manager
[Note: this post has been reprinted from the
YouTube Biz Blog
]
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