The SAMMY awards honor overall excellence and breakthrough achievement in Social Advertising, Media and Marketing. The awards are presented by Digiday (a digital media authority) and incorporate the opinions of hundreds of leading social media and marketing experts, journalists, insiders, marketers, publishers and social technology visionaries. This year, count McCormick as one of the honored few to get a SAMMY.
We won top prize for the Best Social Location-based Campaign for the McCormick Grill Mates “Grill mayor” campaign. It also was a finalist in the Best Social Creative category.
Using FourSquare technology, participants checked in on the grilling done by others. At the end of the campaign, the most check-ins at his or her grill brought the winner the honorary title of mayor of Hunt Valley, Maryland for one day (home of Grill Mates, of course). This specific feature was breakthrough in that it was the first-ever REAL mayor awarded through Foursquare.
There were many fun features to the campaign that kept it playful and interactive. As the Digiday campaign brief stated “By connecting a digital activity with a real life activity, McCormick becomes a powerful part of this summer’s epic cookout story across the country.”
“This was our first significant Social Media campaign for McCormick…which is amazing when you think about it,” said Mark Garcia, Director – McCormick Kitchens. “We have garnered awards in what is essentially our first foray into an integrated Social program. The campaign included other innovative components including a Times Square billboard interaction in New York City with our fans who are on Twitter. This was a successful campaign that had cross-agency integration that maximized awareness with TV, PR and Internet all working to build our fan base.”