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Roll of honour: what makes for a winning entry at The Drum Online Media Awards


By Dani Gibson, Senior Writer

January 15, 2018 | 5 min read

Across the board, there are plenty of examples of fantastic and innovative work produced by the online media industry each year. But what makes a winner? How do you shout from the rooftops that your work and campaigns are brilliant?

Online Media Awards

Roll of honour: what makes for a winning entry at The Drum Online Media Awards

The Drum Online Media Awards identifies the cleverest, boldest and most original purveyors of news and views from around the world. From politics to sport, finance to film, the aim is to find the best application of talent and technology online.

Following are five examples of the best of the best of the 2017 winners.

Good Morning Britain: 1 Million Minutes

Online Editorial Campaign of the Year

ITV and Good Morning Britain’s 1 Million Minutes campaign saw the British public pledge over 42 million minutes of their spare time to help a lonely older person on the GMB website.

With an original target of one million minutes, this was soon achieved in less than 24 hours following the campaign's launch online. To date, volunteers are still sharing their involvement on social media.


Guardian News & Media:

Best Site for News-led Journalism

In 2016, got behind the news to break stories in a compelling digital fashion. It produced fast and accurate liveblogging, along with exclusives (Panama Papers, footballer abuse) and digital innovation (a virtual reality piece on solitary confinement) and a unique new funding model with membership and audience contributions.


Financial Times: Leveraging Brexit to Drive Commercial Advantage

Best Commercial Innovation

Following Brexit, the Financial Times employed an editorially-driven marketing strategy to showcase the best coverage across all its channels. As a result, it gained more than ten times the number of visits from prospective quality audiences than the eight days prior to the referendum, along with existing subscriber engagement delivering unprecedented 65% email open rates.


Goal: Perform media

Best Sports News Site

In 2016 Goal established itself as the world's biggest football media brand, providing, what it claimed as the new breed of football fans, with the news and features they wanted. These fans are social, mobile-dependent and brand- savvy who demand original content, delivered in engaging formats across multiple channels.

On mobile, the Goal app was downloaded more than two million times and on social, Goal has attracted more than 56 million social followers. Facebook played a key part in the user acquisition and brand building, an idea that was extended through articles to video and graphical content created specifically for social.


BBC News Visual Journalism team: US Election and EU Referendum Twitter Bot

Technical Innovation

The BBC brought together TV engineers and online developers to create an innovative election results service for social media. Using a TV data feed for the overnight programme they created an automated, highly visual, real time full results service for the US election and EU referendum. The results were published on Twitter first and used in the news online website live page.

Have you created amazing work that should be shouted out about? The Drum Online Media Awards are now open for entries, download the entry pack and show the world your hard, outstanding work. Next time, your projects/campaigns could be showcased on

Partners of the awards are: British Journalism Review, and Press Association.

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