Creative agency Jam has won ‘Best Social Media campaign’ in the Digital Media Awards for the #Whatsonsky campaign that ran across JCDecaux’s Transvision screens in November 2011.
Stacey Knight, Director of Digital at JCDecaux said, “This is the first time that we have won an award with a creative agency for a campaign category that has historically been won by Online.”
Jam described the campaign as, “A great mash-up of social and Outdoor”
Digital screens in 16 stations nationwide prompted viewers to Tweet for a personal show recommendation using the hashtag #whatsonsky. The campaign ran from 4pm to 10pm on weekdays, targeting commuters planning that night’s viewing.
Jam tracked every mention of #whatsonsky and responded from @SkyHD with a recommendation based on what they found out from that person’s Twitter profile. The responses were shown on the individual’s phone, laptop, etc and on the Transvision screens.
Stations carrying the campaign included London’s King Cross, Liverpool Street, Piccadilly and Victoria, as well as Glasgow Central, Birmingham International and Leeds. The cam¬paign was booked with JCDecaux Digital by Rapport and MediaCom.
The Digital Media Awards recognises excellence and talent within the UK's digital domain. Within a sea of never ending websites and mobile device applications and games, it is the DMA's aim to highlight, praise and award those companies that create new and innovative digital experiences and to showcase their outstanding achievements.