Winner: Sean Whelan, SUNY-Oswego
Great ideas make great PR campaigns. By clearly demonstrating an ability to generate a creative, clever concept and implement it in a multi-faceted initiative, SUNY-Oswego's Sean Whelan rose above a quartet of other worthy finalists to claim the prestigious honor.
The students were tasked with helping Mazda make a big social media splash, while positioning the brand as cool. Whelan's idea was, well... heroic.
Fueled by research indicating that five of the highest-grossing films of all time have been about traditional comic-book heroes, Whelan created the "Masked Mazda," a superhero car driven by an equally mysterious driver. It would use "Zoom Zoom to fight auto injustice." ("Zoom Zoom" is Mazda's well-known slogan.)
His plan began with a series of sponsored videos on Facebook. By devising multiple episodes, viewers could follow the story and feel compelled to see the series to its finale. The storyline was complete with references to eco-friendliness, affordability, and style - all traits on which Mazda prides itself.
The webisodes, also available on YouTube and Hulu.com, would prompt discussion among viewers about the identity of the "Masked Mazda." The character would have its own Facebook profile, so it could be "friended." The "Masked Mazda" could also appear live at events, while the concept could be easily adapted to more traditional media.
Along with a game application, where "zooms" would serve as the currency, and a sweepstakes to spur dealership traffic, Whelan devised a plan heavy on social media that stayed true to the "Zoom Zoom" theme.
"Great idea and everything tied back to it," noted one judge, while another was impressed "by the one central theme that built anticipation and had considerable promotional legs."
From his presentation to his journalist pitch, Whelan was "comfortable and confident," agreed the judges, who were proud to recognize him as Student of the Year 2010.
Honorable Mention: Grace Yu, California State University, Fullerton
Exceptional research provided a solid basis for Grace Yu's "Zoom Zoom: Lives in Motion" campaign. Coupled with creative concepts - from an MTV Movie Awards Contest to a "Zoomie of the Year" scholarship program to a "frugalista" gift basket - Yu impressed the judges with her grasp of the product and its market. By including Facebook game applications and a detailed outreach plan specifically for auto bloggers, Yu's social media savvy was obvious. Her presentation skills were also lauded by the judges, with one judge commending Yu as representative of "the new era of PR."
Finalists 2010
- Leidy Arevalo California State University, Fullerton
- Danielle Jacobs Liberty University
- Eileen O'Neill SUNY-Oswego
- Sean Whelan SUNY-Oswego
- Grace Yu California State University, Fullerton
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