March 30, 2009

CableFAXIES Awards—Video, Use of a Video or Moving Image: WWE for Presidential Candidate Videos on WWE Monday Night Raw

Without spending a dime, WWE generated more media coverage from its April 21 edition of Monday Night Raw than most programs score in a lifetime. All it needed to do was recruit presidential hopefuls Barack Obama, Hillary Clinton and John McCain to send over promos where they borrowed catchphrases from WWE superstars and legends on the eve of the Pennsylvania primary.

Clinton took "Hill-Rod" as her moniker, telling viewers that "the last man standing may be a woman," while McCain, doing his best Hulk Hogan impression, referred to his supporters as "McCainiacs." The candidate who eventually won the White House did the best trash talking — Obama took his cue from former WWE superstar The Rock, asking the public, and Clinton, who could "smell what Barack is cookin’?"

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Honorable Mentions:

Visible World for Household Addressability: AT&T Mobility used Visible World’s household addressability software to deliver targeted ads to Cablevision subs. Families saw an ad featuring a couple having dinner with the kids while small business owners were pitched spots featuring a businessman in a suit.

Outdoor Channel for Outdoor Channel Ad Sales Sizzle Reel: With Ranger Bob narrating, Outdoor Channel spent a modest sum for a three-minute ad-sales sizzle reel featuring stunning clips from its hunting, fishing and conservation shows.

qubo for qubo Channel Spot: Hundreds of local affiliates received calls from parents requesting qubo after it ran 30-second animated spots on NBC, ION Television and Telemundo during Qubo programming blocks.

Charter Communications Wisconsin for Ribbon of Promise Wisconsin Campaign to Prevent School Violence: Charter teamed with local high schools to create 30-second public service announcements for its campaign to halt school violence.

ABC Family for ABC Family Upfront Sizzle: ABC Family created an upfront sizzle spot designed to give media buyers chills, helping it score record increases in ad rates and revenue.

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