Case Studies
PR and Social Media
by Julie McCollough, contributing author
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
Boto Mo, iPatrol Mo (Patrol Your Votes)
ABS-CBN Broadcasting Corp.
To combat election fraud in the Philippines, media conglomerate ABS-CBN Broadcasting Corp., as part of its coverage of the country’s elections, launched the Boto Mo, iPatrol Mo, a public affairs campaign that encouraged citizens to report election fraud via their mobile phones. The prevalence and ease of the new media techniques, combined with the dominance of the mainstream TV media, created a powerful tool that empowered citizens to become active participants in fighting election fraud.
Hallmark Journeys: Encouraging Words Along Life’s Way
Fleishman-Hillard and Hallmark Cards
Following the launch of their new “Journeys” card line, which addresses many of life’s most sensitive issues, Hallmark Cards teamed with Fleishman-Hillard to invite influential bloggers to experience the brand in-person at the first ever Hallmark Blogger Conference. The day-long conference focused on activities that would generate a dialogue between the bloggers and the brand, and included a roundtable discussion, a preview of upcoming projects, and a panel discussion with Hallmark’s writers and artists.
Walk the Talk to Sustainable Growth: Blog Blast ’06
The Coca-Cola Co. with Burson-Marsteller and SagePath Inc.
To effectively implement fundamental changes to its culture and work environment, The Coca-Cola Company (TCCC) launched a global campaign, the Blog Blast ’06 event. Through open dialogue in blog format, all employees were invited to share their ideas and participate in a discussion about the company’s leadership, quality, accountability and innovation. The blog also offered an opportunity for senior leadership to better define the values of the company.
Awards were presented to the winners of the 2009 Gold Quill Awards at IABC’s World Conference, 7–10 June in San Francisco. View the 2009 winners.
The collection of case studies from the 2008 Gold Quills Awards program, titled Best Practices in Communication Planning and Implementation 2008, is available for purchase. This softcover book features more than 90 case studies of the best and most innovative organizations in communication right now. Order your book.
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