SocialVibe.com & The Trevor Project and Ken Block Win the Shorty Industry Award for Best Use of a Video as Part of a Social Media Campaign
SocialVibe.com & The Trevor Project’s Daniel Radcliffe Video and Ken Block’s Gymkhana Three, Part 2 were awarded the Shorty Industry Award for Best Location-Based Marketing at the 3rd Annual Shorty Awards on Monday, March 28, 2011 in New York City.
Daniel Radcliffe Video for Socialvibe.com & The Trevor Project
Overview: British actor Daniel Radcliffe, best known for his title role in the Harry Potter movie series, offered his support to the Trevor Project, a 24‐hour suicide prevention hotline for LGTBQ youth. The goal of this campaign is to raise enough money to cover 5,000 calls to The Trevor Lifeline. Radcliffe appeared in a video encouraging fans to interested in supporting the Trevor Project to go to a dedicated page on partner website SocialVibe.com. Los Angeles‐based SocialVibe.com is a start‐up that organizes cause‐related social campaigns for large companies and organizations. Trevor Project supporters go to the SocialVibe site, create a personal profile, complete short activities created by large recognizable brands, and in turn those brands give money to the cause. SocialVibe activities include answering short questions that help brands with market research. In return, participants get to make donations without opening their wallets. When more people participate, more money is raised. The Trevor Lifeline campaign is still ongoing, and the video is available for viewing and sharing on YouTube. The Trevor Project is a two‐time Shorty Award finalist.
Impact: So far the campaign has raised $5,424 and attracted 4,256 supporters, which is enough to sponsor 1,475 of the 5,000 calls. A previous campaign run by the SocialVibe.com funded more than 2,000 conversations for The Trevor Project’s free instant messaging service, TrevorChat.
Ken Block’s Gymkhana Three, Part 2
Overview: Ken Block is a professional rally racer with the Monster World Rally Team who is sponsored by DC Shoes. He has become known for Gymkhana racing, a relatively new motorsport featuring such complex courses that in order to achieve fast racing times, racers are said to memorize the course. Block set up his first “Gymkhana Practice” course in 2008 at a Marine Corps air station in California, and made the sequel, Gymkhana Two, in 2009. The resulting videos from both became YouTube sensations. Ad Age named Gymkhana Two one of “The Top 10 Viral Ads of All Time.” For the Gymkhana Three Project in fall 2010, which was promoted by advertising firm Mad Media, Block was filmed at the Autodrome de Montlhéry in Paris. The 1.58‐mile oval track built in 1924 features banks as steep as 51 degrees, which is more than double the standard 25 incline of most NASCAR ovals. Chosen by Block for this specific reason, the ramp‐like banking proved to be a unique and exciting challenge. The driving physics for the stunts Block performed were totally unknown until he attempted the maneuvers during filming. Gymkhana Three Part 1 featured a music video and infomercial, while Part 2 showed Block driving the course.
Impact: “Gymkhana Three, Part 2” had more than seven million page views in its first week, and has had more than 28 million views to date. It received numerous awards, including YouTube’s official list of the “Top 10 Videos of 2010” and Ad Age’s list of “Top Viral Videos of 2010.” Collectively, the Gymkhana videos have been viewed more than 90 million times globally.
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