Integrated Campaign: Campfire, Verizon
Dec 1, 2008
In today's media world, it's all about the bundle. Companies such as Verizon allow customers to weave together fiber-optic HDTV and broadband, known as FiOS, to create a totally digital home.
To get the word out about FiOS, as well as Verizon's desire to position itself as "an entertainment company" rather than a "phone company," brand entertainment shop
Campfire was brought in to create an integrated campaign that spoke to people in non-techie ways.
The linchpin was the creation of a reality TV show, My Home 2.0,in which retro families were brought into the digital age by Verizon's so-called Techno-Gurus. In the second phase, when it was time for The Big Reveal, Verizon and Campfire organized block parties, complete with jumbotron screens so neighbors could share in the "oohs" and "aahs."
The Web component served up streaming videos of My Home 2.0episodes and do-it-yourself tips from the Techno-Gurus. Campfire also produced a series of DIY videos.
"The key to our success was the promise of perhaps being part of a TV show production," said Beth Mulhern, director of consumer marketing and alternate channels for Verizon's Pennsylvania/Delaware region. "This proposition elevated everyday tactics. Door hangers became invitations, not junk mail. Local events became casting calls. The intrigue of the TV show enabled new and different conversations between Verizon and prospects- both in person and online."
The TV show averaged 100,000 households per episode, the block parties attracted a total of 6,000 guests, the Web site counted about 500,000 visitors and a 4.75 percent click-through rate to verizon.com, and the video series registered 100,000 online views and more than 200 blog entries.
"The idea of a technology home makeover is a simple framework for the complex benefit story of FiOS," says Mike Monello, partner and executive creative director at Campfire. "My Home 2.0is an engine that powers a wide range of stories and experiences unique to each channel."
For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon/a>
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
Buzz People's Choice Awards