Best Use of Audio/Video 2011

?Winner: MWW Group and Nikon: Nikon Festival Social Campaign Championing D-SLR Video

Digital camera maker Nikon set out to link its brand with video and social media innovation.

Nikon had already established itself in digital video with the introduction of its D90 model, which has video capability. But as the market has become crowded with similar products, Nikon also wanted to cement itself as a leader with filmmakers, social media influencers, traditional media consumers, and the tech savvy.

For Nikon and MWW Group, its partner agency on the project, the challenge was to blend social media with video and consumer engagement with the brand. They came up with an online movie festival anchored in social media and user-generated content called the Nikon Festival.

"Pleased to see the use of social media as it was intended: to generate excitement and buzz," commented one judge.

People were asked to create short "Day in a Life"-themed videos. A special landing page was built at, and launched in November 2009. Nikon leveraged its celebrity spokesperson Ashton Kutcher by kicking off the campaign with a tweet from the popular actor.

MWW also created a Twitter account and Facebook Fan Page for the festival, which were updated to notify followers of new submissions and engage consumers with relevant posts. The festival had four phases over a 10-week period. The top 50 videos submitted were showcased on the Nikon Festival site.

"A great way to demonstrate the product benefit and generate user content," said a second judge.

Finalists were announced on social media. The winners were revealed on YouTube during the Sundance Film Festival.

The effort garnered 500,000- plus visits to the festival's website, 2,200 video submissions, and 7,000-plus social media followers.

Honorable Mention: Concepts and Campaign for Disability Employment: The "I Can" PSA Campaign

With job loss among people with disabilities significantly higher than that for those without disabilities, a group of seven businesses and organizations set out to show employers the value, talent, and competence of people with disabilities. This campaign crafted a message using real-life success stories targeted at employers, people with disabilities, influencers, and the general public through TV and radio spots. Social media and YouTube were used to drive awareness. "Thought-provoking concept that shined through with the video element," said one judge.

The Award Recognizes the combination of creativity, cost effectiveness, and overall impact of a VNR, ANR, SMT, b-roll, or online videos.

Finalists 2011

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Concepts and Campaign for Disability Employment: The "I Can" PSA Campaign

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MWW Group and Nikon: Nikon Festival Social Campaign Championing D-SLR Video

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