PUBLIC RELATIONS AWARDS 2000: Craft - The Edelman Public Relations Worldwide Award. Best Use of New Media

WINNER

WINNER

getoutthere.bt.com

iJack Communications

BT took on iJack to provide on-line support for the January launch of its initiative to discover new talent in the music world. The music zone of getoutthere.bt.com provides aspiring DJs and musicians with the chance to have their work judged by luminaries such as Seb Fontaine and Ian Brown.

With a brief to change the perception of the BT brand among opinion formers and 19-24-year-olds, iJack targeted 50 niche web sites with information such as the role of the judges and the benefits of taking part. The agency's fortnightly reports showed that this generated more than 20 editorial pieces, in addition to links to and reviews of the site itself.

The reports, which were distributed to the getoutthere team and communications agencies, included details of competing sites, newsgroup mentions and market news on the uploading and downloading of music.

In phase two of the campaign, 100 more sites popular with students and music fans were targeted, with on-line promotions offering music making kits on DJ and clubbing sites. MP3 players and keyboards were then offered on more mainstream sites.

The agency also put together a viral marketing campaign tied in with an onsite talent competition to win one of 20 Diamond Rio players loaded with exclusive samples. Around 300 budding DJs entered the competition.

Freud Communications was also involved in attracting on-line journalists to the launch.

This year, 50 on-line editorial pieces have been generated by the campaign on sites such as Dot Music, DJ Zine and Clubbed.com. On-line promotions have appeared on sites, including Music 365 and Top of the Pops. There have been 17.3 million page impressions since the launch.



COMMENDED

Schools Science Race 2000

Prowse and Company

The Engineering and Physical Sciences Research Council wanted to introduce 11 to 16-year-olds in UK secondary schools to the fun side of science, while encouraging schools to be creative in their use of IT. An interactive web site was developed with a phased competition in which 400 schools answered science questions, designed their own web sites and competed for prizes, leading to 400,000 hits. Telecoms company Alcatel UK provided cash prizes and management time.



FINALISTS

Sky Digital

iJack Communications



Launch of asserta home

Lansons Communications



Using New Media to Cross Borders

Midnight Communications and bolero.net.



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