Preparing For The Groundswell

Today, my colleagues and I are meeting to review the 2012 entries to the Forrester Groundswell Awards. As always, we’ve got some fantastic submissions this year – which you can see on our awards site – and I’m excited I’ll have a chance to recognize the winners at our upcoming Forrester eBusiness Forum.

In the process of reviewing this year’s entries, I can’t help but think back to some of the great winners we’ve recognized in past years. In particular, one I still talk about all the time is RadioShack’s winning entry in the 2011 "Energizing" category.

The campaign for RadioShack had three components:

1.       A promoted Twitter trend for #UNeedANewPhone. Those who tweeted saw offers for the new iPhone if they'd engaged with related content on Twitter.

2.       A campaign called Holiday Heroes, connected with the hashtag #IfIHadSuperPowers. If users tweeted a picture along with this hashtag, RadioShack’s artists would draw a superhero costume over the photo.

3.       A partnership with foursquare. RadioShack created a Holiday Hero badge. To earn the badge, which held exclusive discounts and offers, consumers had to check in at two of three Holiday Hero hotspots.

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