MUMBAI: Global interactive marketing provider ExactTarget awarded Universal Music Group (UMG), the world’s leading music company, the Cross-Channel Marketing Campaign of the Year today for its integrated email and social media efforts for recording artist Lil’ Wayne.
The top honor in ExactTarget’s annual Subscribers Rule Awards, Universal Music Group’s award-winning campaign was selected from entries around the globe for its integrated Facebook and email campaign that added more than 6,000 Facebook fans and more than 400 email subscribers in less than three weeks.
“Subscribers Rule Award recipients represent the best in interactive cross-channel marketing,” said Scott Dorsey, ExactTarget cofounder and chief executive officer. “From delivering seamless brand experiences across interactive channels to powering dynamic mobile campaigns, these award-winning marketers are setting a new standard for marketing and transforming the way brands interact with consumers online.”
The annual Subscribers Rule Awards recognize the industry’s top interactive marketing programs for their commitment to honor customer preferences, improve subscribers’ lives and for delivering relevant content.
This year’s award recipients include:
— Boys & Girls Club of Greater Scottsdale (SpinSix client) (Permission-Based List Growth) — posted subscriber list growth of more than 15X through revamped segmentation campaign.
— Brand Muscle (Embedded Partner of the Year) — created more than 400 customized microsites that deliver customized, up-to-the-minute rate plan and discount information to employees of some of the largest corporations in the U.S.
— Digital Evolution Group (Reseller Partner of the Year) — Eight-year ExactTarget reseller and premier Consulting Partner delivering services to ExactTarget’s clients across the country.
— Hardee’s (Best Social Media Campaign) — engaged thousands of fans across Facebook, Twitter and YouTube to celebrate the company’s 50th anniversary.
— Helzberg Diamonds (Digital Evolution Group client) (Best Email Design) — implemented an email campaign that included animated, personalized and horizontal email design.
— Liberty Mutual Insurance (High Five Marketing client) (best email campaign:B2C) — encouraged community participation in an online program through a fully-integrated email campaign, resulting in more than $500,000 donated over four years for responsible youth sports organizations.
— Medica Health Plans (best email campaign:B2B) — allowed employers to send customized emails to employees, increasing customer satisfaction.
— Spherion (SFN Group) (Best Mobile Campaign) — provided custom job alerts via mobile – welcomed more than 11,000 opt ins in first week of the campaign.
— Teachers Credit Union (best email campaign:SMB) — took quarterly communications to members from offline to online, streamlining information delivery.
The awards are the namesake of ExactTarget’s Subscribers Rule philosophy aimed at educating marketers on the importance of respecting subscriber preferences when sending marketing messages.
Companies received the awards on the main stage of ExactTarget’s annual user conference Connections ’11, the world’s largest gathering of interactive marketers. More than 3,000 are attending the three-day conference in Indianapolis that features addresses by Wikipedia founder Jimmy Wales, award-winning journalist Soledad O’Brien and more than 50 interactive breakout sessions ranging from marketing best practices to building cross-channel marketing campaigns.