The American Business Awards, also known as the Stevie Awards, recently named Idea Grove a finalist in the Communications or PR Campaign of the Year category. The nomination is for Idea Grove’s 2014 Super Bowl campaign on behalf of client RiseSmart, a leader in the HR and outplacement industry.
About the Campaign
RiseSmart has become known for its annual Super Bowl prediction, which uses unemployment rates to predict the winner of the game. In this case, RiseSmart’s formula predicted the Seattle Seahawks, with an unemployment rate of 5.9 percent, would beat the Denver Broncos, which had an unemployment rate of 6.7 percent.
Senior Account Executive Stephanie Wick created a targeted media relations campaign that included press releases, a media alert, blog posts, an infographic and video. Wanting to ensure record coverage for RiseSmart, Wick also pitched multiple print and broadcast outlets in Seattle and Denver. Idea Grove’s efforts gave the media nearly two weeks to talk about the prediction and the company behind it.
Coverage was extensive. Outlets around the country reported on the prediction, including ESPN, which ran a 45-second spot, and Fox Business Network, which ran a 34-second report. Other coverage included MSN, CNBC, the San Diego Union-Tribune, The Boston Globe, more than 15 Fox affiliates and several CBS affiliates. A Wall Street Journal reporter even mentioned the prediction on a radio program.
Campaign precedes increase in inquiries
After the Seahawks beat the Broncos, Idea Grove issued a final press release as an extra push to spread the word of RiseSmart’s Super Bowl champion predictor. RiseSmart managers were ecstatic about the results, receiving higher than usual service inquiries.
The American Business Awards is a leading business awards program that recognizes outstanding performances in the workplace. More than 150 preliminary judges selected the finalists, and members of specialized judging committees will make the final judgments. Winners will be announced June 13.