Best Consumer Goods Online Campaign

Vicks® NyQuil®/DayQuil®, in partnership with the NFL, sought out the 32 craziest, funniest, most fanatic NFL fans and gave them a simple challenge: Prove that you are your favorite team's Most Dedicated Fan, and show us how Vicks helps you catch every moment of your team's season.

Our 32 semi-finalists took the Flip cameras we gave them, memorized the contact info for their local media, and turned themselves into 32 local celebs, brand advocates, and social media maestros.

Digital platforms provided unparalleled flexibility and shareability for our fans, as they dove headfirst into garnering Facebook votes, tweets, and general support. No digital media was left unturned, as our fans created their own blogs and Facebook pages, uploaded original YouTube videos, and shared photos of their face-painting, bus-wrapping, game-cheering media maelstroms.

The fans generated so much buzz that they were even endorsed by current and former NFL stars, NFL fan blogs, and their own NFL teams (for free!). Their stories were picked up by local and national media, turning them into walking, talking, never-missing-a-moment embodiments of NFL and Vicks dedication. Wanna see an example? Check out 49er Mark's winning entry.
Results: Results occurred from September to December 2011
■236,000 — Tweets
■205,000,000 — Earned media Facebook impressions
■680,000,000 — Earned media PR impressions
■13,000% — Increase in impressions YOY
■1.2 BILLION TOTAL IMPRESSIONS

Contributors:

Executive Creative Director:	Lucas Peon
Creative Director:	Pat Morgan
Senior Designer:	Chris Kowalak
Art Director:	Jason Langdon
Art Director, Integrated Campaigns:	Derrick Ellis
Associate Copy Director:	Margaret Russo
Senior Interactive Media Designer:	Rob Seitz
Senior Manager, Client Partnership:	Taryn Lawson
Senior Producer:	Sarah Medley
Chief Creative Officer:	Hank McLendon

POSSIBLE WORLDWIDE

Location: USA