Holmes Report 27 Jan 2014 // 5:36AM GMT
The Belize Tourism Board with Olson Engage took home Best in Show honors for its “Breaking Bad’s Trip to Belize” campaign at the In2 SABRE Awards at the Four Seasons San Francisco last week. The campaign -- which also won in for marketing buzz and digital influence -- took home best in show for turning a potential negative into a memorable, remarkable opportunity.
Earlier this year, the hit AMC show “Breaking Bad” used the phrase taking a “trip to Belize” as a euphemism for killing someone. Following this, the Belize Tourism Board showed its sense of humor in a series of light-hearted tweets directed at the show’s actors and TV influencers. The team also partnered with the New York Times for an exclusive story inviting the cast of “Breaking Bad”on a free vacation to Belize.
Other big winners of the night included: BMC’s head of comms Mark Stouse as Innovator of the Year for his Influence Scoring System that integrates accountability, gamification and a logic path for the C-suite to assess communications programs. The Trulia team took home top honors for most innovative in-house team for building a communications department that operates like a newsroom.
Innovation Excellence winners also included: Olson Engage as the most innovative social/communications/PR firm; Weber Shandwick for launching MediaCo in 2013; ReviveHealth for its work around LinkedIn; FleishmanHillard for the launch of its TRUE Magazine branded content platform; Inner Circle Labs for its Glimpse Conference; and Exponent PR for best agency website.
The full list of winners are below.
EVENTS
In2 Marketing Buzz
Breaking Bad’s Trip to Belize — Belize Tourism Board with Olson Engage
In2 Live Events
You’re Killing Me, Smalls! Twentieth Century Fox Home Entertainment Hits a Home Run With the Sandlot — Twentieth Century Fox Home Entertainment with Hill + Knowlton Strategies
In2 Insider Events & Awards
Say What? Lenovo Launches ‘Coffee Table’ PC at North America’s Largest Furniture Show
Lenovo with Text 100
In2 Sponsorships
How Hilton Goes Out To Reach LGBT Travelers - Hilton Worldwide with Murphy O’Brien and Golley Slater
EARNED MEDIA & INFLUENCE
In2 Media (Broadcast/Print)
Making ‘Stronger Than The Storm’ A Self-Fulfilling Prophecy For NJ Shore Businesses and Communities — New Jersey Economic Development Authority with MWW
In2 Digital Influence – Subject Matter Experts
Creating Value in the Land of the Free — The Economist with Allison + Partners
In2 Digital Influence – Media
Breaking Bad’s Trip to Belize
Belize Tourism Board with Olson Engage
In2 – Persuasive Content
San Bruno’s Fight for Reform: From Victim to Advocate for Gas Pipeline Safety — City of San Bruno with Singer Associates
In2 Generated Content – Earned – Consumer/General
For the Breath That Sizzles — Scope with MSLGroup
In2 Generated Content – Earned – Business/Trade
Surviving Flu Season with Staples — Staples Advantage with Text 100
BRAND PUBLISHING & OWNED MEDIA
In2 Owned Media Properties
The City of Fremont Crashes Silicon Valley ‘Party’ — The City of Fremont with the Hoffman Agency
In2 Social Media Presence – B2C
Gillette Asks ‘How Does The Man of Steel Shave?’
Gillette with Ketchum
In2 Social Media Presence – B2B
Taking a Smart Approach to Launching Samsung SMART Camera — Samsung with Allison + Partners
In2 Community Management
Verizon Innovation Index / Innovating for the Connected Home, Living Room and TV
Verizon FIOS with MWW Group
In2 SEO/Content Syndication
Creating Value in the Land of the Free
The Economist with Allison + Partners
In2 Non-video Broadcast – Podcast/Webinar/Webcast
Xerox Wants You To ‘Ask the Experts’
Xerox Corporation with Text 100
In2 Digital Video
Genentech Video Encourages Cancer Patients to Spit for Science — Genentech with Weber Shandwick
In2 Digital Newsrooms
Starbucks Newsroom 2.0 — Starbucks with Edelman
In2 Microsite/Website/Portal
Anaphylaxis101.com – An Evolving Resource Center — Mylan Specialty with Chandler Chicco Agency
SPONSORED & PAID MEDIA
Other Advertising
imbornto Integrate, a 360 Non-profit Campaign - March of Dimes with MSLGROUP
In2 Public Service Announcement
OK2TALK: Giving Youth a Voice to Discuss Mental Health
National Association of Broadcasters (NAB) with Ogilvy PR
In2 Product Placement
Litter Genie Launches the Hottest Item in Kitty Litter Disposal
Little Genie with Lippe Taylor
In2 Sponsored Content/Native Advertising – Consumer
GI Exchange
Nestle Purina PetCare with Exponent PR
In2 Sponsored Content/Native Advertising – B2B
Behr Buzzfeed Campaign
Behr with Burson-Marsteller
RESEARCH, ANALYTICS & INSIGHTS
In2 Measurement or After-action Reporting
Placing Social Media Marketing in Context: Measuring How Social Media Impacts Home Video Sales — Warner Brothers with W2O Group
In2 Research Analytics for Campaign Planning
Dedicating the George W. Bush Presidential Center: Shaping the Message of a Historic Event
The George W. Bush Presidential Center with Burson-Marsteller
In2 Original or Commissioned Research for PR – B2C
Discover Fan Loyalty Poll: Bringing College Football Fans’ Passion to Life
Discover Financial Services with Burson-Marsteller
In2 Original or Commissioned Research for PR – B2B
BD’s Journey Into Uncharted Pharmaceutical Market
BD with Ketchum
In2 Insights Product or Service – Agency
DeltaSet: A New Golin Harris Approach to Research and Communications Analytics*
Golin Harris
In2 Insights Product or Service – Vendor
CisionPoint
Cision
CREATIVE PRODUCT
In2 Visual Storytelling – Social Images (TIE)*
Winner: Skittles Surprises Superfan*
Skittles with Olson Engage
Winner: Turning Likes into Love*
American Express with Mbooth
In2 Visual Storytelling – Infographic
Walmart Goes on the Shelf — Walmart US with Mitchell Communications
In2 Gamification/User-Generated Contests
Convincing the C-Suite: The Proven Power of the Influence Scoring System (ISS) — Mark Stouse
In2 Branding & Identity
As Good as Gold: The US Launch of Magnum Gold?! — Unilever – Magnum Ice Cream with Golin Harris
INNOVATION EXCELLENCE
In2 Innovator of the Year – In-house
Mark Stouse – Convincing the C-Suite: The Proven Power of the Influence Scoring System*
In2 Most Innovative Agency – Social/Communications/PR
Olson Engage
In2 Most Innovative Agency – Digital/Integrated
Weber Shandwick for MediaCo
In2 Most Innovative – Content Creation/Syndication
ReviveHealth for ReviveHealth Goes Native on LinkedIn to Drive Brand Awareness and Test Drive for Clients
In2 Most Innovative – In-house team
Trulia – In-house PR team
In2 Best Agency Blog or Editorial Channel
FleishmanHillard for TRUE Magazine: Branded Content That Goes Beyond
In2 Best Agency Website
Exponent PR
In2 Innovator of the Year – Agency
Inner Circle Labs for Glimpse: Building a conference from the ground up