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Brief Published: 29 Apr 2013

Facebook Studio Awards: Winning Social Media Strategies


The winners of the Facebook Studio Awards 2013 for social media campaigns have been announced, providing a snapshot of trends in the sector. A panel of judges from top advertising agencies chose the winners.

US biscuit brand Oreo received further plaudits for its Newsjacking Daily Twist campaign, which scooped the top Blue Award. Oreo’s creative team came up with 100 consecutive daily news-related ads for the brand, to celebrate its 100th birthday. Covering topics from the landing of the Mars Rover to Gay Pride, the ads saw massive increases in consumer interaction with the brand, which recruited more than 1 million Facebook fans. The award comes after a successful social year for Oreo, which stole the show at the 2013 Superbowl in February.

The return of US TV soap opera Dallas inspired a Gold award for a campaign designed to bring viewers who hadn’t seen the original series up to speed. A Facebook Timeline was created for the show’s chief villain, JR Ewing, relaying the history of the characters to the present day – including the two decades when the show was off the air – “From one man’s wildly biased perspective”. 

Personalisation was key to the success of US telecommunications company AT&T’s You’ve Got a Case campaign, another Gold winner. This saw fictional internet attorney Kent Wesley represent consumers who wanted a 4G smartphone bought for them in cases against those – usually their parents – named as defendants. Big-name stars including American actor Ray Liotta appeared in the courtroom drama scenes that ensued, as Wesley made the case for the phones to be bought as a gift. See our coverage of Branded Content to see how brands are increasingly focusing on creating engaging content for their consumers. 

AirAsia’s Friendsy campaign, which took a Silver award, brought Facebook itself to the fore. The airline offered to turn over an entire aircraft to a winning entrant from Australia and 302 of their Facebook friends – once they had decided which of those friends they liked enough to go on holiday with. Massive publicity followed.