72+ of the best social media campaigns worldwide

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Social media campaigns are big business. In fact, social research company Hubspot estimates that some US$3.08-billion was spent just on advertising on social networking sites in 2011.

And although quite a bit has been made about General Motors (GM) pulling a chunk of their marketing budget from Facebook, the fact is the company is still committed to spending US$30-million a year just on Facebook campaigns.

They work too. A recent study by research company Millward-Brown showed that there was a direct correlation between how successful a company is and how well it uses social media. Research from eMarketer meanwhile suggests that brands can profit dramatically from a well-executed social campaign.

The Bees Awards, a San Francisco-based award for the best use of social media, has revealed what it thinks are the best social media campaigns for 2012. Agencies and companies from 40 countries, ranging from Europe, China, Israel, the US and South Africa have scooped honours for innovative use of social media.

Although US agencies feature heavily in the winners and nominees list, a number of campaigns from emerging markets drew the attention of the judges.

Among the more notable ones was an Israeli campaign by Mccann Erickson, Tel-Aviv that used Facebook Timeline to illustrate the effects of drug use. Ogilvy Cape Town’s mobile campaign for Black Label beer, which allowed soccer fans to “Be the Coach” and choose players for two of the country’s premier soccer sides, also stands out.

One of the best overall campaigns, however, had to be Canadian company Agence Tuxedo‘s “Go Beyond The Cover“, which used the tattoo-covered Rico Genest (a.k.a. Zombie Boy) to demonstrate how effective cosmetic company DermaBlend’s concealing products are.

While massive multi-national agencies like Saatchi & Saatchi — which won Agency of the Year — and Ogilvy had strong showings, smaller agencies like South Africa’s Joe Public, which won for Best Use of a Microblogging Platform, and Spain’s Contrapunto also stood out.

It is the third edition of the awards, the biggest ever. Below are the winners and runner-ups:     

 

Best Use of Micro-Blogging Platform

Citroën DS5 Twitter Race

Citroën DS5 Twitter Race

Netherlands
Nike Black Mamba

Nike Black Mamba

United States
Nike EPIC

Nike EPIC

United States
Twitter Army

*** WINNER ***

Twitter Army

South Africa

 

Best Use of Social Media Platform

Drugs Set Your Timeline

Drugs Set Your Timeline

Israel
Ford Focus - DIY Zlaty rucicky

Ford Focus – DIY Zlaty rucicky

Czech Republic
R/GA The Social Interview

R/GA The Social Interview

United States
The Generous Store by Anthon Berg

*** WINNER ***

The Generous Store by Anthon Berg

Denmark
Ariel Fashion Shoot

Ariel Fashion Shoot

Sweden

 

Best Use of Mobile

Showtime’s The Franchise Fan Cave Catch

Showtime’s The Franchise Fan Cave Catch

United States
Carling Black Label - Be the Coach

*** WINNER ***

Carling Black Label – Be the Coach

South Africa
Defy the darkness

Defy the darkness

Sweden

 

Best Use of Alternative Tools

Nog Pong 2

Nog Pong 2

United States
Keep The Meter Running

Keep The Meter Running

Bennett Austin (based on work at Miami Ad School)
United States
Ariel Fashion Shoot

*** WINNER ***

Ariel Fashion Shoot

Sweden

 

Best Use of Ad Banners on Social Media Platform (NEW!)

Klipdrft and Cola - Ngena Facebook Fan Growth

Klipdrft and Cola – Ngena Facebook Fan Growth

South Africa
EA Battlefield 3 YouTube banner

*** WINNER ***

EA Battlefield 3 YouTube banner

Germany

 

Best Use of Analytic Tools

The Camry Effect

*** WINNER ***

The Camry Effect

United States
Barcel Play

Barcel Play

Mexico

 

Best Engagement with Customers

Prius Goes Plural Campaign

Prius Goes Plural Campaign

United States
Quicar – The Volks-Campaign

*** WINNER ***

Quicar – The Volks-Campaign

Germany
The Generous Store by Anthon Berg

The Generous Store by Anthon Berg

Denmark
Ariel Fashion Shoot

Ariel Fashion Shoot

Sweden

 

Best Relationship with Blogs

Prius Inspired Bike

*** WINNER ***

Prius Inspired Bike

United States
Microsoft Lync Test Drive

Microsoft Lync Test Drive

United States
Danone Activia “Healthy habits”

Danone Activia “Healthy habits”

Romania

 

Best Reputation Management

100 Cars for Good

100 Cars for Good

United States
Ideas for Good Campaign

*** WINNER ***

Ideas for Good Campaign

United States

 

Best Crisis Management

“Like This”: American Airlines Responds Socially to Alec Baldwin Incident

*** WINNER ***

“Like This”: American Airlines Responds Socially to Alec Baldwin Incident

United States
McDonald’s China 315 Crisis Management Leveraging Social Media

McDonald’s China 315 Crisis Management Leveraging Social Media

China

 

Best Social CRM

Compass Visa Social CRM campaign

Compass Visa Social CRM campaign

Hong Kong SAR China
eBay India Wins With Social CRM

*** WINNER ***

eBay India Wins With Social CRM

India

 

Best Branded Viral Video

Yaris - It's a Car!

Yaris – It’s a Car!

United States
Go Beyond the Cover

*** WINNER ***

Go Beyond the Cover

Canada
YouTube Interventions

YouTube Interventions

South Africa
K-Swiss MFCEO Funny or Die

K-Swiss MFCEO Funny or Die

United States

 

Best Marketing Within Social Games

Gears Of War 3- Butcher Shop

*** WINNER ***

Gears Of War 3- Butcher Shop

Canada
Sobe Try Everything Challenge

Sobe Try Everything Challenge

United States
Ariel Fashion Shoot

Ariel Fashion Shoot

Sweden

 

Best use of Geo-Location for Social Media Marketing (NEW!)

MasterCard Food Truck Feast

*** WINNER ***

MasterCard Food Truck Feast

United States
McDonalds – Kung Fu Panda II

McDonalds – Kung Fu Panda II

China

 

Best use of App for Social Media Marketing (NEW!)

Heineken Music Matcher

Heineken Music Matcher

United Kingdom
FedEx Shazam the Super Bowl

FedEx Shazam the Super Bowl

United States
Tweet-a-Beer

*** WINNER ***

Tweet-a-Beer

United States
Durex - Get in Sync Game

Durex – Get in Sync Game

United Kingdom

 

Best Tool or Technology for Social Media Marketing (NEW!)

Network Against Breast Cancer

*** WINNER ***

Network Against Breast Cancer

Spain
Kraft Drives Offline and Online Word-of-Mouth Buzz with 10,000 House Parties

Kraft Drives Offline and Online Word-of-Mouth Buzz with 10,000 House Parties

United States
VO5 - Pliktisijiteur Pageant iAd

VO5 – Pliktisijiteur Pageant iAd

United Kingdom

 

Best Student Work

Spotify Jukebox

Spotify Jukebox

Canada
Amazon Kindle_Story Maker

Amazon Kindle_Story Maker

United States
Keep The Meter Running

*** WINNER ***

Keep The Meter Running

United States
Hire Us Or We'll Marry Each Other

Hire Us Or We’ll Marry Each Other

United States
Visit Japan - Post from Japan

Visit Japan – Post from Japan

Sweden

 

Best Social Media Marketing Theory

Mass media to mash media

Mass media to mash media

Sweden
Love (and Sex) in the Age of Social Media

*** WINNER ***

Love (and Sex) in the Age of Social Media

United States

 

Best Innovation

Drugs Set Your Timeline

*** WINNER ***

Drugs Set Your Timeline

Israel
Tweet-a-Beer

Tweet-a-Beer

United States
Haikus For Humbugs

Haikus For Humbugs

United States

 

Best Copywriting

Yaris - It's a Car! Campaign

Yaris – It’s a Car! Campaign

United States
K-Swiss: MFCEO

*** WINNER ***

K-Swiss: MFCEO

United States

 

Best Art Direction

Bokeh & Art on Valentine (Samsung NX Lens)

Bokeh & Art on Valentine (Samsung NX Lens)

South Korea
United Colors of Benetton - UNHATE

United Colors of Benetton – UNHATE

Italy / Netherlands
Go Beyond the Cover

*** WINNER ***

Go Beyond the Cover

Canada

 

Best Campaign

United Colors of Benetton - UNHATE

United Colors of Benetton – UNHATE

Italy / Netherlands
cafe scandinavia

cafe scandinavia

Japan
Go Beyond the Cover

Go Beyond the Cover

Canada
Chevrolet Super Bowl XLVI Campaign

Chevrolet Super Bowl XLVI Campaign

United States
K-Swiss: MFCEO

*** WINNER ***

K-Swiss: MFCEO

United States

 

Agency of the Year

Saatchi & Saatchi Los Angeles

*** WINNER ***

Saatchi & Saatchi Los Angeles

United States
MWW Group

MWW Group

United States
360i

360i

United States

 

Bees Team Mention

United Colors of Benetton - UNHATE
In recognition of exceptional results and the demonstration of social media marketing power, the Bees Team mentions Benetton’s campaign as a industry landmark of 2012.

United Colors of Benetton – UNHATE

Italy / Netherlands

 

2012 Winners & Nominees List

Best Use of Micro-Blogging Platform

Citroën DS5 Twitter RaceEuro RSCG AmsterdamNetherlands
Nike Black MambaR/GAUnited States
Nike EPICR/GAUnited States
WINNER : Twitter ArmyJoe PublicSouth Africa

 

Best Use of Social Media Platform

Drugs Set Your TimelineMccann Erickson, tel-avivIsrael
Ford Focus – DIY Zlaty rucickyMindshareCzech Republic
R/GA The Social InterviewR/GAUnited States
WINNER : The Generous Store by Anthon BergRobert/Boisen & Like-mindedDenmark
Ariel Fashion ShootSaatchi & Saatchi / MSL NordicSweden

 

Best Use of Mobile

Showtime’s The Franchise Fan Cave CatchOMDUnited States
WINNER : Carling Black Label – Be the CoachOgilvy Cape TownSouth Africa
Defy the darknessJung RelationsSweden

 

Best Use of Alternative Tools

Nog Pong 2Saatchi & Saatchi LAUnited States
Keep The Meter RunningBennett Austin based on work at Miami Ad SchoolUnited States
WINNER : Ariel Fashion ShootSaatchi & Saatchi / MSL NordicSweden

 

Best Use of Ad Banners on Social Media Platform (NEW!)

Klipdrft and Cola – Ngena Facebook Fan GrowthQuirk (Pty) LtdSouth Africa
WINNER : EA Battlefield 3 YouTube bannerScholz & Volkmer GmbHGermany

 

Best Use of Analytic Tools

WINNER : The Camry EffectSaatchi & Saatchi LAUnited States
Barcel PlayMPGMCMexico

 

Best Engagement with Customers

Prius Goes Plural CampaignSaatchi & Saatchi LAUnited States
WINNER : Quicar – The Volks-Campaignkempertrautmann gmbhGermany
The Generous Store by Anthon BergRobert/Boisen & Like-mindedDenmark
Ariel Fashion ShootSaatchi & Saatchi / MSL NordicSweden

 

Best Relationship with Blogs

WINNER : Prius Inspired BikeSaatchi & Saatchi LAUnited States
Microsoft Lync Test DriveMicrosoftUnited States
Danone Activia “Healthy habits”STANDOUTRomania

 

Best Reputation Management

100 Cars for GoodSaatchi & Saatchi LAUnited States
WINNER : Ideas for Good CampaignSaatchi & Saatchi LAUnited States

 

Best Crisis Management

WINNER : “Like This”: American Airlines Responds Socially to Alec Baldwin IncidentWeber ShandwickUnited States
McDonald’s China 315 Crisis Management Leveraging Social MediaSlam PRChina

 

Best Social CRM

Compass Visa Social CRM campaignMedia Contacts Hong KongHong Kong SAR China
WINNER : eBay India Wins With Social CRMMSLGROUPIndia

 

Best Branded Viral Video

Yaris – It’s a Car!Saatchi & Saatchi LAUnited States
WINNER : Go Beyond the CoverAgence TuxedoCanada
YouTube InterventionsOgilvy Cape TownSouth Africa
K-Swiss MFCEO Funny or Die72andSunnyUnited States

 

Best Marketing Within Social Games

WINNER : Gears Of War 3- Butcher ShopMacLaren McCannCanada
Sobe Try Everything ChallengeOMDUnited States
Ariel Fashion ShootSaatchi & Saatchi / MSL NordicSweden

 

Best use of Geo-Location for Social Media Marketing (NEW!)

WINNER : MasterCard Food Truck FeastR/GAUnited States
McDonalds – Kung Fu Panda IISlam PRChina

 

Best use of App for Social Media Marketing (NEW!)

Heineken Music MatcherTBG DigitalUnited Kingdom
FedEx Shazam the Super BowlOMDUnited States
WINNER : Tweet-a-BeertenfourUnited States
Durex – Get in Sync GameEuro RSCG LondonUnited Kingdom

 

Best Tool or Technology for Social Media Marketing (NEW!)

WINNER : Network Against Breast CancerContrapunto Barcelona, S.L.Spain
Kraft Drives Offline and Online Word-of-Mouth Buzz with 10,000 House PartiesHouse PartyUnited States
VO5 – Pliktisijiteur Pageant iAdEuro RSCG LondonUnited Kingdom

 

Best Student Work

Spotify JukeboxMiami Ad SchoolCanada
Amazon Kindle_Story MakerMiami Ad SchoolUnited States
WINNER : Keep The Meter RunningMiami Ad SchoolUnited States
Hire Us Or We’ll Marry Each OtherMiami Ad SchoolUnited States
Visit Japan – Post from JapanBerghs School of CommunicationSweden

 

Best Social Media Marketing Theory

Mass media to mash mediaPrimeSweden
WINNER : Love (and Sex) in the Age of Social MediaEuro RSCG Worldwide PRUnited States

 

Best Innovation

WINNER : Drugs Set Your TimelineMccann Erickson, tel-avivIsrael
Tweet-a-BeertenfourUnited States
Haikus For HumbugsG2 San FranciscoUnited States

 

Best Copywriting

Yaris – It’s a Car! CampaignSaatchi & Saatchi LAUnited States
WINNER : K-Swiss: MFCEO72andSunnyUnited States

 

Best Art Direction

Bokeh & Art on Valentine (Samsung NX Lens)inmDSouth Korea
United Colors of Benetton – UNHATEFabrica / 72andSunnyItaly / Netherlands
WINNER : Go Beyond the CoverAgence TuxedoCanada

 

Best Campaign

United Colors of Benetton – UNHATEFabrica / 72andSunnyItaly / Netherlands
cafe scandinaviasaatchi and saatchi fallon tokyoJapan
Go Beyond the CoverAgence TuxedoCanada
Chevrolet Super Bowl XLVI CampaignBig FuelUnited States
WINNER : K-Swiss: MFCEO72andSunnyUnited States

 

Agency of the Year

WINNER : Saatchi & Saatchi Los AngelesSaatchi & Saatchi LAUnited States
MWW GroupMWW GroupUnited States
360i360iUnited States

 

Bees Team Mention

ROYAL JELLY : United Colors of Benetton – UNHATEFabrika / 72andSunnyItaly / Netherlands

 

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