The Social Buzz Awards 2012 winners announced: Paddy Power wins Grand Prix
Paddy Power, the online bookmaker, has won the Grand Prix at this year’s Social Buzz Awards in association with Iomart Hosting, for its campaign work last year, including footballer Nicklas Bendtner ‘s flashing of its branding as a ambush marketing stunt during the 2012 European Championships.
Alongside the Grand Prix, Paddy Power also won plaudits for Best Blog and Best Integrated Campaign, while the Chairman’s award, chosen by Jae Hopkins, head of communications for Butlins, went to 383 Project for BrumDished.
In-House Client Team of the Year was named as Parlophone, while Social Media Agency of the Year was Rabbit.
Hopkins said of the Paddy Power work: “Their Euro 2012 campaign made use of everything that is great about social media. Their mechanics were simple; they encouraged user-generated content; they were topical, reactive and quick (creating the Bendtner Pants app in 12 hours!) and they did it all with the perfect tone of voice and humour for the demographic they were targeting. And best of all, it worked.”
She added: “The stats are amazing with their Facebook likes increasing by 100% to 220k, 600k views of their viral films, analysts estimating the value of the campaign at almost £10million, and of course enriching the world with 8000 more pairs of green and white pants!”
The full list of winners from the awards, supported by Sheridan's, can be viewed below or more information on the awards can be found at the official Social Buzz Awards website
Grand Prix
Sponsored by iomart Hosting
Company: Paddy Power
Client: Paddy Power
Chairman’s Award
Company: 383 Project
Client: 383 Project
Title: BrumDished
In-House Client Team of the Year
AWARD
Company: Parlophone
Social Media Agency of the Year
Sponsored by iomart Hosting
AWARD
Company: Rabbit
Best use of Twitter
AWARD
Company: Parlophone
Client: Parlophone
Title: Blur: Under the Westway single launch
Best use of Facebook
AWARD
Company: Fusion Unlimited
Client: Halfords
Title: Boardman Bikes Britpack
Best use of Group / Community
AWARD
Company: Things with Wings
Client: 505 Games
Title: Killing Hitler. Launch of Sniper EliteV2
Best use of Check in / Location Based Services
AWARD
Company: 383 Project
Client: 383 Project
Title: BrumDished
Best use of Photo sharing
AWARD
Company: Rabbit
Client: bmibaby
Title: My Europe
Best use of Video
AWARD
Company: ais London
Client: O2
Title: O2 Academy TV
Best Blog
AWARD
Company: Paddy Power
Client: Paddy Power
Title: Best Blog
Best Innovation
AWARD
Company: Farrell Heyworth
Client: Farrell Heyworth
Title: Like overhearing conversations in a pub.
Best Copywriting
AWARD
Company: Opta Joe
Client: Opta Joe
Title: @OptaJoe
Best Mobile Campaign
AWARD
Company: CHI, Cheil, Velti, Jam, Red, Inca and Paul Ridley Ltd
Client: Samsung
Title: ‘Take Part’ with the Samsung Hope Relay app
Best Social Media Customer Service Strategy
AWARD
Company: First TransPennine Express
Client: First TransPennine Express
Title: FTPE First class customer service
Best Socially Responsible Initiative
AWARD
Company: Shelter Scotland
Client: Shelter Scotland
Title: Reclaim Your Fees
Best Consumer / FMCG Social Media Strategy
AWARD
Company: ASOS
Client: ASOS
Title: ASOS SUMMER SALE
Best Travel/leisure/Sports Social Media Strategy
AWARD
Company: Rabbit
Client: bmi
Title: The Pinterest Lottery
Best Public Sector Social Media Strategy
AWARD
Company: Met Office
Title: Sharing the weather when it matters
Best Retail / E-Commerce Social Media Strategy
Sponsored by Sheridans
AWARD
Company: 1000heads
Client: Skype
Title: Say it with Skype
Best Charity / Not for Profit Social media Strategy
AWARD
Company: The National Trust for Scotland
Client: The National Trust for Scotland
Title: Virtual Easter Egg Trail
Best Financial Sector Social Media Strategy
AWARD
Company: Cuckoo Design
Client: Devitt Insurance Ltd
Title: Keep Britain Biking
Best Professional Sector Social Media Strategy/Campaign
AWARD
Company: Walker Smith Way solicitors
Client: Walker Smith Way solicitors
Title: Friendly and approachable law - challenging the perception of solicitors
Best B2B Sector Social Media Strategy/Campaign
AWARD
Company: Salons Direct
Client: Salons Direct
Title: Cutting Edge - Social Media for the Salon Industry
Best Integrated Campaign
AWARD
Company: Paddy Power
Client: Paddy Power
Title: Best Integrated Campaign
Best User Generated Content
Sponsored by Sheridans
AWARD
Company: 383 Project
Client: Mecca Bingo
Title: Bingo Lingo
Best Crisis Management
AWARD
Company: Webfusion
Client: Thomas Costello
Title: When a DDoS strikes
Best Use of Insight / Monitoring
AWARD
Company: 1000heads
Client: Nokia
Title: Nokia: Agora