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Best Viral Email Campaign:
Dice's Being IT
Brand/Client Side Team:
MarketingSherpa Summary - Why They Won:
IT pros hate, loath and despise "marketing crap." Most email campaigns to this audience fail. (Remember these are the guys charged with stopping all promotional email from entering their companies' servers.) So, you have to be impressed with an email campaign to IT that not only got great initial results, but then went viral. When you look at the creative, you'll understand how.
From Their Nomination Form:
The strategy was to develop a branded online experience targeted to tech professionals who are generally savvy and often cynical in nature to generate buzz around the brand, tap into the strong social networks among the IT community and to have some fun! Dice wanted to execute in a way that could not be credibly duplicated by a competitor, as the brand and experience needed to resonate with the tech community. Dice wanted to convey the fact that they are focused on technology and understand what it's like to work in IT: 'We get you, what you do every day and the challenges that you face (and people you put up with) at your job like no other online job board.'
Since its launch in mid-January, 'Being IT' has so far exceeded all of Dice's expectations across all metrics: site visits, click through rates and viral referrals. Even though this was not designed as a direct response vehicle, Dice also has seen increased registrations and job applications which is directly attributable to Being IT.
Sorry, the judges promised this winner that we could keep their results private. However, be assured that we have seen all the data - and were thoroughly impressed!