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Best Promotional Blast-Direct Sale or Lead Gen Offer:
Gold Consumer
Wacom: Power of Pens
Brand/Client Side Team:
Garrett Gonzalez, Todd Quackenbush, Don Ortega, Quang Do, Charles Voloshin, Dylan Boyd,
Erik Lindberg, AJ Mounsey
Vendors/Agencies:
eROI
From Their Nomination Form:
A Wacom logo resided next to the calendar in the upper right during a yearlong exposure.
People choose to look at it and become evangelists. The site produced a real community,
spurred on by a glimpse at the professional artists. We promoted the campaign site to a
list of over 200,000 Wacom News subscribers. We used a small PR push from Wacom's internal
team and a banner ad placed on Wacom America's main homepage. The first obstacle in
implementing this campaign, was getting 12 artists to volunteer their work and time with
the only incentive of a free Wacomtablet. Through industry contacts, leveraging the
potential exposure, and the sheer love of the brand, a range of participants was
assembled. It also helped make the campaign time based, as posts were added each day to
the initial post which outlined the artist's background. Email was used to drive to
artist stories, with content including the calendar preview, and the designer toolbox.
The site remained active during the 14 day campaign. The use of Dig, De.licio.us, Reddit,
Technoratti, Facebook, Newsvine also helped drive viral traffic. Lastly, the user
generated art wok competition displayed entrants artwork in a flash lightbox, and
triggered hourly emails to the admin for policing. Over 61,000 unique visitors from all
over the world had come to the site with 700+ new email addresses acquired. Direct sales
ended at 130% over their previous year, 100% over the intended goal. There were also over
2,000 user generated images uploaded and over 150 comments were left for the 12 Wacom
artists which helped validate the success of the community. Lastly, Wacom requested the
12 pieces of art created by the volunteer artists to become a permanent fixture in their
corporate headquarters.
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