NZ Police’s ‘Running Man Challenge’ gets top gong at social media awards

The New Zealand Police took out the supreme award in the 2016 New Zealand Social Media Awards #SMCAKLs for its “Running Man Challenge” video.

The judges noted how the post was “an absolute viral sensation”, generating over 30 million views, and inspiring remakes from around the world including New York, Scotland, Miami, Hollywood, San Diego, Finland and Australia.

The awards celebrate the very best of social media in the country and this year’s finalists set the bar higher than ever, says judge coordinator Ken Freer, marketing director at House of Travel.

“The quality of entries this year was simply outstanding and showed just how much the use of social media in New Zealand has matured,” says Freer, in a statement. “The fact that many of the campaigns, including the Supreme Awards winners, received global attention, shows what we’re doing here in New Zealand is truly world-class.”

The following winners were announced at a cocktail event hosted by #smcakl (Social Media Club Auckland) events.

1. Most Effective Social Media Campaign sponsored by IAG

*** WINNER ***

Co-Operative Bank Good Kiwis Campaign - Socialites

For a video that reached the newsfeeds of more than 15 million users and called by TVNZ “one of the most commented videos of the year.”

FINALISTS:

• #BlacktoBlack (Rugby) - NZME
• ANZ - Fortune Favours The Brave - Whybin/TBWA
• Co-Operative Bank Good Kiwis Campaign - Socialites
• Powershop - Baby Trump - Special Group Limited
• SKY #24hourrugbypeople - Fuse
• Waikato Civil Defence - Waikato Civil Defence Group

2. Most Effective Social Media Campaign Under $20,000 sponsored by Vodafone New Zealand

*** WINNER ***

NewsTalk ZB Engagement Two Cow Economy - NZME

With a campaign so successful that a Facebook page became an overnight success and reached over 201 million people at zero cost.

FINALISTS:

• JUCY Destination NSW Instameet - JUCY
• Sealord Frozen Salmon: From Facebook to NZ's Freezers - Bloggers Club
• Take Charge, Do More (Warehouse Stationery Recruitment campaign) - Prominence Ltd
• The Rhythm & Vines Story - Mish Guru
• Jamie's World "They Let Me Write a Book" launch - Interlike
• NewsTalk ZB Engagement Two Cows Economy - NZME

3. Best Use of Social Media in a New Product or Service Launch sponsored by Control Room

*** WINNER ***

Jetstar Spreads its Wings - Spark PR & Activate

With a campaign that ensured a huge commercial success and a spike in emotional connection between a brand and their customer.

FINALISTS:

• Burger King Chicken Fries have arrived in New Zealand - Y&R NZ
• Create Your Taste; Reigniting the Magic of McDonald's - Fuse & Mango
• Jetstar Spreads its Wings - Spark PR & Activate
• Sealord Frozen Salmon Launch: From Facebook to Kiwis' Freezers - Bloggers Club
• Spark Samsung S6 Edge Good Winter Campaign - Socialites
• Spark iPhone Launch the World's Smallest Queue - Sherson Willis

4. Best Not-for-Profit Social Media Campaign sponsored by Socialites

*** WINNER ***

Anti-Smoking Snapped Out Campaign - Motion Sickness + Richards Partners

For a campaign that hit over a 100,000 highly targeted social impressions and a newly formed community of young people pledging to flick a bad habit.

FINALISTS:

• 2016 Maori Language Week Gifs - Vodafone
• Kea - Every Kiwi Counts - Kea
• Evita Auckland - Morgahna Godwin Creative
• Macular Degeneration Awareness Week - Cadence Communications
• Anti-Smoking Snapped Out Campaign - Motion Sickness + Richards Partners

5. Most Creative Use of Existing or Emerging Social Platform(s) sponsored by The Goat Farm

*** WINNER ***

VNZMAs Snap Star Awards - Vodafone New Zealand

For using Snapchat as real superstars and inspiring over 10,000 user generated content pieces during live event.

FINALISTS:

• Vodafone 360 Video Easter Egg Hunt - Vodafone
• Xero Budget Day Q&A - Xero
• NZ Police Running Man Challenge - New Zealand Police
• VNZMAs Snap Star Awards - Vodafone New Zealand
• Spark Social Top-Up - Sherson Willis
• Waikato Civil Defence - Waikato Civil Defence Group

6. Community Building and Management sponsored by Microsoft New Zealand

*** WINNER ***

Vodafone Digi-Parenting - Vodafone

For creating a great resource that now gets 3,000 users a month organically.

FINALISTS:

• Sovereign 21 Day Challenge - Socialites
• Auckland Council Biodiversity - Auckland Council
• Chicks in Bowls - Chicks in Bowls
• Vodfone Digi-Parenting - Vodafone
• Mitre 10 Facebook Page Community - Socialites

Finalists and winners were decided by an independent panel of judges, including Freer, Simone McCallum, senior digital content and social media manager at ‎ASB Bank; Sara Phillips, social media marketing manager at ANZ Bank; and Tom Bates, social influence director at Contagion.

Send news tips and comments to divina_paredes@idg.co.nz

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