Best Online Community Integrated Ad Campaign

In an effort to build loyalty with the Nature Valley brand’s target, MRM Worldwide developed a strategy to deepen the relationship with these key consumers by creating the premier online destination for consumers to share stories about their favorite places and activities in nature and to plan their next adventure. The result is WheresYours.com, a niche social network that allows our consumers to share their “Nature Valley”.

The newly redesigned site allows consumers to share descriptions, photos and videos of their special places in nature, and to find and interact with others who have similar interests. Relaunched on November 1, 2007, the site currently has 2,366 registered users who have shared 2,541 Nature Valleys.

To support the relaunch of the site, MRM developed an alternative media plan to test new opportunities within existing consumer apertures to increase awareness of the campaign and drive participation at WheresYours.com.

The cornerstone of the plan is the Where’s Yours? Video Contest, currently in market on YouTube.com (www.youtube.com/wheresyours). The contest, running from 12/23-07 – 4/3/08, invites nature enthusiasts to submit video of their Nature Valley for a chance to win the trip of a lifetime – incredible trips to the North and South Poles, the Galapagos Islands, and more.

Contributors:

Creative Director:	John DuBois
Associate Creative Director:	Todd Novak
Copywriter:	Kayla Knudson
Management Supervisor:	Shane Robbins
Director of Technology:	Sean O'Brien
Associate Director, Project Management, MRM:	Josh Lysne
Project Manager:	Rochelle Olson

MRM WORLDWIDE

Location: USA