Gladeye and Zed Digital Win Yahoo!Xtra Award

Gladeye and Zed Digital Win Yahoo!Xtra Digital Strategy Award

NZ, September 28 2010:

Yahoo!Xtra today announced Gladeye and Zed Digital as the joint winner of its second quarter Digital Strategy Award for their House of Travel Facebook mixandmatcher campaign.

The judges commended the duo for a cleverly conceived campaign that achieved 17,000 Facebook friends, 279,613 entries, half a million wall posts, 50,000 comments, and thousands of comments posted directly onto the brand's Facebook page.

"The campaign strategy was extremely relevant to this online platform, which is inherently social and viral. The viral aspect helped the brand achieve enormous reach and provided a depth of engagement that offline media simply could not offer," says Laura Maxwell-Hansen, Yahoo!Xtra General Manager and one of three judges.

Mixandmatch is a new, online-only brand developed by the House of Travel which offers consumers the ability to 'mix and match' different airlines to find the best deal on return flights.

"Using social media as the medium for the campaign reinforced the digital nature of the brand and was key to the success of the campaign," says Maxwell-Hansen.

"This strategy, combined with strong, relevant and genuinely engaging creative enabled the duo to leverage the inherent strengths of the channel and generate conversation and excitement around the brand."

The campaign involved an online competition with one of 14 trips up for grabs for users and two Facebook friends. Friends and prizes had to be 'mix-and-matched' via a pokey machine like game interface.

About the Digital Strategy Awards
Launched in April, the awards focus on the key role media strategy plays in the success of digital campaigns.

All quarterly winners are eligible for the overall Y!X DSA annual prize of $10,000 of media on Y!X plus free entry into the CAANZ Media Awards Best Use of Digital category.

Entries for Quarter 3 campaigns close Friday 12 November, 2010.

More information can be found at http://nz.advertising.yahoo.com/awards

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