{"id":2067,"date":"2012-06-05T16:19:37","date_gmt":"2012-06-05T20:19:37","guid":{"rendered":"https:\/\/www.insidepr.ca\/?p=2067"},"modified":"2012-06-05T16:19:37","modified_gmt":"2012-06-05T20:19:37","slug":"inside-pr-and-prsa-present-silver-anvil-awards-finalists-part-2","status":"publish","type":"post","link":"https:\/\/www.insidepr.ca\/index.php\/2012\/06\/05\/inside-pr-and-prsa-present-silver-anvil-awards-finalists-part-2\/","title":{"rendered":"Inside PR and PRSA present: Silver Anvil Awards Finalists \u2013 Part 2"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_673\"><audio class=\"wp-audio-shortcode\" id=\"audio-2067-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_special_episode2_FINAL.mp3?_=1\" \/><a href=\"http:\/\/traffic.libsyn.com\/prworks\/IPR_special_episode2_FINAL.mp3\">http:\/\/traffic.libsyn.com\/prworks\/IPR_special_episode2_FINAL.mp3<\/a><\/audio><\/div><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/ca\/podcast\/inside-pr\/id137886027?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fwww.insidepr.ca%2F%3Fp%3D2067\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/www.insidepr.ca\/index.php\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>[display_podcast]<\/p>\n<p>This week, Inside PR and\u00a0<a href=\"http:\/\/prsa.org\/\" target=\"_blank\">PRSA<\/a> present the second of two special episodes featuring Martin\u2019s interviews\u00a0with <a href=\"http:\/\/www.prsa.org\/awards\/silveranvil\" target=\"_blank\">Silver Anvil Awards<\/a> finalists.<\/p>\n<p>Adrienne Hayes is the general manager of consumer marketing at <a href=\"http:\/\/edelman.com\/\" target=\"_blank\">Edelman<\/a> in New York. She led the team on its campaign for <a href=\"http:\/\/www.churchdwight.com\/brands-and-products\/brand-browser.aspx\" target=\"_blank\">Church and Dwight<\/a> called \u2018Trojan Pulls Back the Sheets on Sexy Tech\u2019.<\/p>\n<p>Focusing their strategy on making the subject matter more approachable, they leveraged \u2018adjacency categories\u2019, that is industries that were also known for product breakthroughs.\u00a0 They decided to treat the new Trojan products as cool \u2018tech gadgets\u2019 and launch them at the <a href=\"http:\/\/en.wikipedia.org\/wiki\/Consumer_Electronics_Show\" target=\"_blank\">Consumer Electronics Show<\/a> in Las Vegas. And while some media were red-faced when presented with the story, they quickly understood the tie in; it appealed to media who wanted something new and fresh to write about.<\/p>\n<p>They continued their creative approach during the second part of the year when they took the show on the road and launched the \u2018Good Vibrations Truck Tour\u2019 around Manhattan to give people an opportunity to \u2018see, touch and feel\u2019 the different products. They used social media to drive awareness of where the trucks would be and encouraged consumers to talk openly about what has traditionally been a taboo subject.<\/p>\n<p>Doug Piwinski, senior vice president of marketing and communications at <a href=\"http:\/\/www.toms.com\/\" target=\"_blank\">Toms<\/a>, tells us about the company\u2019s <a href=\"http:\/\/www.toms.com\/onedaywithoutshoes\" target=\"_blank\">\u2018One Day Without Shoes\u2019<\/a> initiative, which began as an April Fool\u2019s gag and developed into a global campaign. Tom\u2019s is unique as a business because they don\u2019t rely on traditional advertising and instead build relationships with customers through social media and word of mouth. Each year the company activates its community by asking them to give up wearing shoes for one day in order to experience what life is like for children who don\u2019t have shoes.<\/p>\n<p>The program comes to life through a series of grassroots events in cities around the world and is promoted via a microsite which encourages people to plan and post events.<\/p>\n<p>They worked with <a href=\"http:\/\/www.ketchum.com\/\" target=\"_blank\">Ketchum PR<\/a> in LA to craft a phased strategy and weren\u2019t expecting the snowball effect that took place this year including stories on the home page of AOL and MSN and becoming number one trending topic on Twitter.\u00a0 Toms effectively uses an influencer strategy to inspire people to engage, raise awareness for an important cause and think about social entrepreneurship in a new way.<\/p>\n<p>This year&#8217;s Silver Anvil\u00a0awards will be presented in New York City on June 7, 2012. Inside PR will be there.<\/p>\n<p>********************************************<\/p>\n<p>Send us an email or an audio comment to\u00a0<a href=\"mailto:insideprcomments@gmail.com\">insideprcomments@gmail.com<\/a>, join the\u00a0<a href=\"http:\/\/www.facebook.com\/group.php?gid=101489863251163\" target=\"_blank\">Inside PR Facebook<\/a> group, leave us a comment here, message us\u00a0<a href=\"http:\/\/twitter.com\/inside_pr\">@inside_pr<\/a> on Twitter, or connect with\u00a0<a href=\"http:\/\/twitter.com\/ginidietrich\" target=\"_blank\">Gini Dietrich<\/a>,\u00a0<a href=\"http:\/\/twitter.com\/thornley\" target=\"_blank\">Joe Thornley<\/a>, and\u00a0<a href=\"http:\/\/twitter.com\/martinwaxman\">Martin Waxman<\/a> on Twitter.<\/p>\n<p>Our theme music was created by\u00a0<a href=\"http:\/\/www.fortheloveofrecords.com\/\">Damon de Szegheo<\/a>;\u00a0<a href=\"http:\/\/www.rogerdey.com\/\">Roger Dey<\/a> is our announcer.<\/p>\n<p>This week\u2019s episode was produced by\u00a0<a href=\"http:\/\/twitter.com\/kristinesimpson\" target=\"_blank\">Kristine Simpson<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[display_podcast] This week, Inside PR and\u00a0PRSA present the second of two special episodes featuring Martin\u2019s interviews\u00a0with Silver Anvil Awards finalists. Adrienne Hayes is the general manager of consumer marketing at Edelman in New York. She &hellip;<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[387,950,149,27,563,44,633,952],"class_list":["post-2067","post","type-post","status-publish","format-standard","hentry","category-pr","tag-gini-dietrich","tag-inside-pr","tag-joe-thornley","tag-martin-waxman","tag-prsa","tag-public-relations","tag-silver-anvil-awards","tag-social-media"],"_links":{"self":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2067","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/comments?post=2067"}],"version-history":[{"count":0,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/posts\/2067\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/media?parent=2067"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/categories?post=2067"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.insidepr.ca\/index.php\/wp-json\/wp\/v2\/tags?post=2067"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}