Brief Attention Span’s “GO @#$% YOURSELF!” Campaign Wins Best Business-to-Business Integrated Online Campaign at 2008 OMMA Awards
, Sept 29, 2008
Viral marketing firm Brief Attention Span Communications produced the video and viral strategy and partnered with Involver to extend Serena Software’s “GO @#$% YOURSELF!” campaign to Facebook
Involver, the video marketing platform, today announced that pilot customer Serena Software’s “GO @#$% YOURSELF!” campaign, produced by Brief Attention Span, has won the prestigious OMMA Online Advertising Awards for “Best Integrated Online Campaign” in the Business to Business category.
Viral marketing firm Brief Attention Span Communications produced the video and viral strategy and partnered with Involver to extend Serena Software’s “GO @#$% YOURSELF!” campaign to Facebook. By leveraging Involver’s video marketing platform, Brief Attention Span was able to provide their client with a branded application and syndication in premium Facebook applications.
“The campaign for Serena Software, Inc.’s Serena Business Mashups does everything right. It maximizes the entertainment value of social media and succeeds in generating large-scale awareness and lead generation on a minimal budget,” stated OMMA. “GO @#$% YOURSELF” generated more than 1.7 million views and drove more than 8,000 people to the Serena Web site, resulting in a .7 percent response rate. Add in a Facebook group, banner and application blitz, and you’ve got yourself an integrated campaign like none other.”
The 2008 OMMA Awards celebrated the year’s most innovative and brilliant creative work. The goal of the OMMA Awards is to offer insight and vision on what is truly possible in the online arena and to illuminate those who continue to stretch the boundaries of online advertising creative. The “GO @#$% YOURSELF!” campaign was in competition with both the Barclay’s campaign (produced by OgilvyOne) and the AstraZeneca campaign (produced by Cadient). “GO @#$% YOURSELF!” was also selected as a finalist in the “Best Viral Campaign” category at the OMMA Awards.
Involver’s video marketing platform transforms the user experience for video marketing from simply passive (“watch this and hope they click”) to active and engaged. The Involver platform lets viewers immediately interact with video in a simple, non-obtrusive way, dramatically increasing engagement.
Involver is the starting point for any marketer planning to create a video campaign for social networks. Involver’s video campaign platform lets companies build, launch, promote, manage and monitor video campaigns that reach millions of social networking users. Brands that have used Involver’s platform include Puma, Serena Software, Maker’s Mark, Reader’s Digest, and Kiva.org.