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

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