(Newark, NJ, April 20, 2007) — Today, Verizon learned that its “Ultimate Eye Candy” campaign was the recipient of two International Summit Creative Awards: a Gold Award for Word of Mouth Marketing and a Silver Award for Viral Marketing.
Throughout its 13-year history, the Summit organization has established itself as one of the premier arbiters of communication excellence. Companies and individuals, from more than 50 countries over five continents, participate in its awards programs. Using rigorous evaluative criteria and blind judging processes, its competitions reward only those firms truly deserving of special recognition.
Verizon and its public relations consultant Winning Strategies Public Relations, LLC, were recognized for their creation of the web site and contest “The Ultimate Eye Candy.” For six weeks this winter, more than 400 videos were uploaded onto www.ultimateyecandy.com, where participants competed to win prizes based on their answer to the question: “What is your Ultimate Eye Candy?”
Finally, the contest’s sponsor was revealed to be Verizon’s Fios TV, “The Ultimate Eye Candy”.
The Ultimate Eye Candy campaign was designed to take advantage of the trend of user generated content to drive viral marketing. By presenting the Ultimate Eye Candy online game show as a combination of “American Idol,” “America’s Funniest Home Videos”, and “Survivor”, Verizon capitalized on the user-generated trend to promote its’ TV product. By utilizing user generated videos as a form of entertainment similar to sites like YouTube, Verizon moved beyond its traditional promotional techniques and mirrored its revolutionary technology with revolutionary marketing to introduce its revolutionary FiOS product.
For six weeks, street teams promoted the “UltimateEyeCandy.com” web site by traveling throughout New Jersey communities, shopping malls, commuter train stations and other high-traffic areas, asking people to reveal what they believe to be their own “ultimate eye candy.” Some thought a celebrity was their ultimate eye candy; others dreamed of a flashy sports car or a trip to a tropical island. To others, eye candy meant the latest gaming device, a home makeover or the latest in electronics, like HDTVs.
The street team tactics were complemented by the utilization of celebrity spokesperson Stephenie LaGrossa from CBS’ “Survivor”, a New Jersey resident. Her presence at media events and on the Web site helped generate further word of mouth buzz around the campaign. The campaign ultimately resulted in over 2,000 registered users, three million media impressions and over seven million online ad impressions -- 13 times the average click through rate on New Jersey’s leading Web site.
Mark Adams, director New Jersey Marketing, Verizon, said “We are thrilled that our first viral marketing for the New Jersey region has made such an impact, both upon consumers and amongst our industry peers. We will continue to use these exciting new methods to reach our audiences. The Web site ‘Ultimate Eye Candy’ has now morphed into a Verizon-branded site at www.discoverfios.com where it will continue to be a social community, where people can visit and test drive the FiOS experience and order service. We will continue to sponsor interactive contests which will engage consumers with fun concepts while educating them on the benefits of FiOS.”
The next contest being hosted by the site is the FiOS Scavenger Hunt, which asks contestants to find various FiOS-related items around the State and post photos of them on line. Verizon New Jersey will also be hosting a contest next month offering participants the chance to see Gwen Stefani in concert.
FiOS TV is available to approximately 180 communities in Bergen, Camden, Mercer, Middlesex, Monmouth, Morris, Passaic, Somerset and Union counties. Consumers can check online at www.verizon.com/fios to see if FiOS TV is already available in their area or to request that Verizon contact them when FiOS TV is available. Consumers also can call their local Verizon sales office or 1-877-4-FIOS-TV (1-877-434-6788) or visit the FiOS kiosk at Rockaway mall to experience FiOS.