In this month's PR Week, Rozanne Weismann, senior director of consumer campaigns at Alliance to Save Energy, talks with Tanya Lewis about the 2009 campaign and the successful video contest we created for their Drive Smarter Challenge initiative.
Weismann notes: "We wanted an element to break through the clutter affordably. We needed a 'wow' factor." The contest received 65 eligible submissions, and from August 17 to October 19, site traffic rose 51% compared to the same time in the previous year. "We feel we couldn't have gotten the traffic increases without the contest," says Weismann.
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