CorpComms Magazine

Andsome took home the Grand Prix at last night's #DigiAwards for their work with ITV Studios on the 'storyliners4itv' campaign.

To keep viewers gripped and watching the world's longest running soap - Coronation Street - the broadcasting company decided to create a social media campaign to attract talented new script writers. A series of more than 30 'micro ad tweets' were sent out which tied in with existing storylines on the show. Followers were invited to fill in the blanks to complete the storylines, such as 'Tyrone ___ because ___ Molly ___ Kevin.'

The innovative approach soon attracted discussion on Twitter and Facebook, and more than 900 applications were received, and 20 Storyliners were later recruited.

'This was a highly creative idea, which was differentiated across different channels and achieved excellent results on a low budget,' said the judges. Read the full report here.

The country's leading digerati enjoyed the Monster Digerati Party, held at Delfina in London Bridge. Guests enjoyed a unique set from the hosts - award-winning comedy duo Abandoman, who performed improvised songs based on suggestions from the audience.

Plenty of fun was also had taking turns to race on the Formula One car simulator, playing on the Wii machines, and testing out Lumacoustics' Digital Graffiti Wall. After the awards, the guests enjoyed hot dogs and ice cream and danced the night away until the early hours.

Winners included B&Q, Crisis, Doritos, first direct, Gatwick, HISTORY Channel, Legal & General, O2, United Airlines and Westminster Council.

See the full list of winning entries here, and read the judges' rationale for their decisions. The judging panel can be viewed here. Judges were barred from judging categories which their own companies or associate companies had entered. Only judges who had not entered the awards at all were allowed to judge the Grand Prix award.

Photos and videos from the night will be online shortly, including an exclusive unseen rap from Abandoman about the award winners.

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