Bernstein-Rein, an independent marketing and communications firm, is proud to announce that it is the winner of the Webby People’s Voice Award for Best Integrated Media Plan for its McDonald’s Honor Angus campaign.
Bernstein-Rein prevailed against strong competition in the Best Integrated Media Plan category from international contenders such as Leo Burnett, Wieden+Kennedy, and Akestam.Holst.
“This award is a testament to the innovative work that we’ve done over the years with our McDonald’s partner,” says Steve Bernstein, president of Bernstein-Rein. “In a changing and cluttered media environment, I’m proud that work like Honor Angus has struck such a chord with people.”
A Webby Award is the Internet’s most respected symbol of success. More than 700,000 votes were cast for more than 10,000 entries in this year’s People’s Voice Awards. “A win in this competition is a true testament to both the extremely high quality of the work and the level of loyalty and commitment from the Honor Angus community. Bernstein-Rein’s work truly represents the best of the Web,” says David-Michael Davies, executive director of the Webby Awards.
Bernstein-Rein launched the McDonald’s Honor Angus campaign by running multiple billboards that featured the new Angus Third Pounder burgers and punchy two-word headlines. Local customers were then invited to submit their own two-word, Angus-inspired headlines via text message and on www.honorangus.com. Two thousand of the nearly 5,000 submissions went live on September 24, over a 24-hour period on 13 digital billboards. The billboards also credited the writer of each submission as it was displayed.
Bernstein-Rein will be honored at the Webby Awards Gala, hosted by B. J. Novak of NBC’s The Office on June 14, at Cipriani Wall Street in New York, where it will have the opportunity to deliver one of the Webby’s signature five-word speeches.