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Roll of honour: what it takes to win a Social Buzz award


By Dani Gibson, Senior Writer

July 26, 2018 | 5 min read

The Drum Social Buzz Awards celebrates the best individuals, agencies, companies, brands and organisations across the social media spectrum.

By rewarding effective social media campaigns and strategies, these awards give recognition to those who are using social media to communicate in exciting and innovative ways. But what makes a winner?

The following six examples showcase some of the best work awarded in 2017.

Virgin Media BAFTA 2017

Best Social Event

Virgin Media were the 2017 sponsors of the Bafta and through this prime placement they wanted to build awareness of their premium TV offering by providing premium coverage of the event.

Using both reactive and pre-planned content pushed through relevant social channels and placements, Virgin Media and Manning Gottlieb OMD delivered on that promise by creating an impactful experience across a key audience for the brand.

Making London Pride the pride of London: Fuller's London Pride

Best Use of Promotions/Competitions


#WhenItRainsItPours was London Pride’s way of celebrating the glorious British weather. The brand, Mediabrands Society, IPG Mediabrands, UM London and The Corner London set up a Periscope feed at an iconic Fuller’s pub, and if you tweeted when it started pouring, you received a code for a free pint of Pride.

You're better than buzzwords: LinkedIn

Best Professional Sector Social Media Strategy/Campaign

LinkedIn SB18

Every January, LinkedIn releases a list of the most overused “buzzwords” found on LinkedIn profiles around the world to help members understand how to stand out from the crowd, and encourage them to banish them from their profile. The 2017 “You’re better than buzzwords” global campaign broke new ground for LinkedIn in the way that it used social media to educate, drive and track profile edits triggered by the campaign by using some of history’s greatest heroes.

The Tango Squad: Adidas

Best Use of Group/Community


Adidas Football wanted to create an army of football obsessed brand advocates, people who can spread their message at scale in the communities that matter for them.

It created an exclusive, hand picked, group of 1400 brand advocates, to use dark social, which drives 75% of all social referrals and nine times more likely to covert to sale. The Tango Squad broke news, starred in Adidas' content and met their idols, so that the brand could share the journey with them and spread its message.

McDonald's Szechuan sauce returns

Best Use of Live Video

We Are Unlimited and McDonald's ran a multi-channel social initiative to bring back the cult-favorite McDonald's Szechuan McNugget sauce to three lucky super-fans. Through organic Twitter, Facebook, and Reddit, and a live Periscope event where engagement with the live-stream resulted in real-time shifts to the stream’s narrative, they ran the most successful campaign in McDonald’s history on social.

@domthepizzabot: Domino's

Best Use of a Chatbot

Domino’s challenged We Are Social to ensure the company would be the top of people's minds among its target consumers and raise brand awareness of Domino’s as an innovator. They came out with Dom The Pizza Bot - a wisecracking Chatbot which allows consumers to order pizza directly through Facebook Messenger.

Have you created amazing work that should be shouted out about? The Drum Social Buzz 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

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