Posted: October 12th, 2009 | Author:mikepugh | Filed under:Awards, Friskies | Comments Off
We just won at PROMO Magazine’s PRO Awards! And we were up against some steep competition.
Best Loyalty Program or Shopper Rewards Program
WINNER: Feed the Senses
Agency— Arc Worldwide
Client— Nestle Purina
2nd Place: Miller High Life Extras
Agency— Upshot
Client— MillerCoors
3rd Place: The Dark Knight $10K Giveaway
Agency— Momentum Worldwide
Client— Domino’s Pizza
Honorable Mention: My Coke Rewards
Agency— The Marketing Store
Client— Coca-Cola
It was an honor to be up against such amazing campaigns. And great fun to attend the gala at Museum of Science and Industry.
Now in its 19th year, the PRO Awards are the gold standard of recognition for those who measure themselves against the industry’s best and brightest promotion marketers in the world.
The Friskies Hidden Object Game lets you dive deep into the magical worlds of Friskies in search of hidden brand icons.
This was Yahoo’s most successful branded game launch ever. Yahoo guaranteed the brand 500,000 plays within six months; the game reached over 700,000 people within three weeks.
My team concepted the game based on the insight that hidden object games skew highly with Friskies’ target consumers; 59% of hidden object gamers are women between ages of 25-54 (source: Media Metrics).
Caples Award – 2009
Friskies.com was a finalist in the Consumer Website category.
Fab Award – 2009
Friskies.com was a finalist in the Food and Beverage Awards
District Addy Award Competition – 2009
Friskies.com was awarded a silver in the Elements of Advertising: Animation, Internet category and is moving on to the National Competition
Green screen video of a cat helped this ad break through to become the #1 scoring ad for all Purina brands in 2009. The trippy world of Friskies probably helped too.
Interaction rate: 10.75%
Time in banner: 11 seconds
My role: Concepter, Salesman, Creative Director, Writer
All things cat, all week long. Updated five times a week by multiple authors, the Friskies Blog accounts for 40% of traffic to Friskies.com. It’s been a great acquisition tool for Friskies, as thousands of readers have registered with the site in order to comment.
This ongoing project positions Arc as content creator and community moderator – brave new territory for the company.