Best Use of Broadcast (TV and Radio) 2009

Recognizing the combination of creativity, cost effectiveness, and overall impact of a VNR, ANR, or SMT.

Winner
Coyne Public Relations and The Goodyear Tire & Rubber Co.: Goodyear ‘Get There' Awards

The 2008 Summer Olympics were set to be the year's most high-profile broadcast property. With an unprecedented 3,600 hours of Olympic television coverage planned, NBC tapped The Goodyear Tire & Rubber Company to provide the aerial coverage of Beijing that TV viewers in the US would experience.

Goodyear planned to leverage its involvement as the official aerial coverage provider of the Games to generate brand awareness as it headed into the key fall/winter selling season. Goodyear turned to Coyne PR to help find a creative way to further reinforce in consumers minds' the connection between Goodyear and the Olympics. Together, the team set out to capture share of voice in national and local market Olympic media coverage.

Coyne sought to identify 28 people to be honored for their dedication to helping shape American athletes' lives in a positive way. “Exceedingly professional campaign,” said one judge. “The messaging was clear and consistent.”

Dan O'Brien, three-time world champion and a gold medal decathlete, was tapped to be the spokesperson. The team decided to air the awards program when there were no scheduled major news events and within close proximity to the opening ceremonies so Olympic buzz would be at its peak. It worked in conjunction with each national governing body to recognize the one individual who had done the most to help an athlete from each of the 28 sports played during the Games.

“Strong tie-in to the brand,” said one judge. “Good use of celebrity.”

A Goodyear panel selected three winners from among the 28 nominees to receive a Goodyear ‘Get There' Gold Medal. Coyne PR executed a campaign that centered on a launch-day New York City broadcast tour and a national SMT on July 28 and 29.

The announcement of the ‘Get There' Awards generated more than 2,000 broadcast segments, along with an additional 60-plus b-roll hits online for a total of more than 50.1 million media impressions. National broadcast highlights included Fox Business' Money for Breakfast, ESPN2's Cold Pizza, Sporting News Radio, ABC Sports Radio, and an entire half-hour devoted to O'Brien and the ‘Get There' Awards on Bloomberg TV's Night Talk.

“Fantastic leverage of ‘Get There' theme to tie strong human interest stories in support of the Goodyear brand promise,” noted another judge.

Honorable Mention
Red Consultancy and McAfee: How Do You Get a News Anchor to Say Brad Pitt and McAfee in the Same Sentence?




McAfee sought to expand awareness beyond traditional tech titles and into mainstream lifestyle media. To accomplish this, Red Consultancy created a campaign that appealed to broadcasters' insatiable appetite for celebrity news while educating consumers about online dangers – which McAfee's SiteAdvisor product could help combat. Using McAfee's research, Red revealed how cybercriminals use celebrity A-listers, like Beyonce and Brad Pitt, to lure Internet users to fake Web sites that look legitimate, but which contain embedded malware. Outreach was met with enthusiasm from journalists, entertainment hosts, and radio talk shows, generating more than 700 pieces of branded coverage on national and local TV and radio. “Excellent borrowed interest transcended the tech and security subject matter,” noted one judge. “[They] used cultural relevance to reach the mass market.”

Finalists

Coyne Public Relations and Crayola: 50th Birthday of the Crayola 64 Box/“Kids' Choice Color” Campaign
Coyne Public Relations and The Goodyear Tire & Rubber Co.: Goodyear ‘Get There' Awards
Kaplow and Spin Master: Bringing a Product to Life, Literally, for a National Television Home Run
Red Consultancy and McAfee: How Do You Get a News Anchor to Say Brad Pitt and McAfee in the Same Sentence?
Weber Shandwick and US Army: US Army All-American Bowl

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