Faction Media, a full-service digitally led marketing agency based in Denver, has been recognized by the marketing community at the XMPie Users Conference in Las Vegas. Faction’s work for tw telecom was the winner of the 2009 Best of the Best Award — the integrated, cross-media campaign was hailed for its creativity and unique approach in leveraging emerging technologies and driving campaign results.
“We wanted to do something that had never been done before. With the explosion of emerging technologies and channels available, there are so many possibilities to be unique, creative and more relevant than ever before. We built a campaign that took advantage of paid search, e-mail, variable direct mail, dynamically generated video and database driven Web content to tell the tw telecom story,” said Aaron Batte, Founder and Director of Account Services at Faction.
The campaign was targeted at key telecommunications and IT decision-makers with the goal of generating qualified high-value leads, increasing overall revenue, gaining market share, and raising brand awareness. The strategy called for a highly personalized conversational experience for each prospect. Each individual was encouraged to use the Web’s many facets including e-mail, search engine interaction, Web browsing, dynamic streaming video, to reflect how a high-speed network connection from tw telecom can change the way they do business.
“At the heart of this campaign’s success was our ability to engage the audience in a unique and surprisingly entertaining way, enhancing their experience through multiple points of personalization,” added Dave Greves, Founder and Account Strategist.
The annual XMPie Best of the Best Award recognizes marketing campaigns that, using the XMPie technology, have significantly impacted overall business effectiveness, leveraged measurement of response metrics, utilized best practices of data integration and presented overall creative excellence. XMPie is a software business unit of Xerox(R) Corporation.
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