The Northern Ireland Tourist Board’s (NITB) online campaign for MTV’s European Music Awards (EMA) has been awarded the Best in Social Media at the Digital Media Awards 2012.
The awards, which took place in the Dublin Convention Centre, recognise and reward creativity, innovation and excellence in the digital and online sectors and were attended by more than 600 guests from various industries.
NITB picked up the award with partner digital advertising agency Blue Cube for their MTV EMA Facebook App campaign which invited users to design a music poster to be entered into a competition to win tickets to November’s MTV European Music Awards.
The campaign saw the fan base for NITB’s Facebook page grow by 378% in just two weeks from 5,700 to 21,550 fans and promoted local attractions such as Belfast City Hall, Belfast Zoo and the Odyssey Arena.
Dana-Marie McCracken, Managing Director of Blue Cube said NITB’s MTV EMA activity is now used as a benchmark for social media campaign performance.
“We wanted to create an exciting campaign to promote the fact that MTV was coming to Belfast. Tickets to the event were like gold dust so when we heard NITB had some tickets to giveaway we knew this would make a fantastic online campaign and its success exceeded all our expectations,” said Dana-Marie McCracken.
“We are delighted the judges recognised the success of the campaign and named us the winner of the Best in Social Media category,” she said.
NITB’s Destination Marketing and PR Manager, Ruth Burns, added;
“The MTV EMA online activity boosted our fan base online by a considerable amount which is fantastic as it enables us to increase awareness of Northern Ireland as a holiday destination to a wider audience,” said Ruth.
“The campaign was an unprecedented success for us and being awarded this accolade is just the icing on the cake,” added Ruth.
The Digital Media Awards, now in its 10th year, celebrate and showcase excellence within the digital media sector and are open to all organisations, businesses and individuals.