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Cybercom’s Coca-Cola eBoy campaign has been selected as an Official Honoree for the Best Integrated Media Plan Category in the 14th Annual Webby Awards. The Webby Awards is the leading international award honouring excellence on the Internet.

The Webby Awards presents two honours in every category –The Webby Award and The People’s Voice Award — in each of its four entry types: websites, interactive advertising, online film and video and mobile web. In addition it honours excellence in more than 100 website, interactive advertising, online film and video, and mobile web categories i.e. Official Honorees.
Out of the nearly 10,000 entries submitted to the 14th Annual Webby Awards, less than 15% are awarded the status of Official Honorees, a status reserved for those with talent worth commending that didn’t make it to the final.
In this category, Coca-Cola e-Boy is in the same league as NY Times’ 2009 Inauguration Day Campaign on Facebook, Lynx Lounge After Hours from TMW, and CNN iPhone app amongst others.
Orla O’Keeffe, account director at Cybercom and account director of the Coca-Cola eBoy campaign says: “They receive about 10,000 nominees every year so we were delighted with that level of recognition.”
The eBoy campaign started with an outdoor poster, ‘The Coke side of Dublin’ in 2008 which teens absolutely loved, she explains. Feedback showed that teens wanted to engaged more with this pixel art created by an artist company eBoy which agency McCanns would have worked with. As a result, the poster was brought online in 2009, featuring four cities of Ireland. “It’s a great example of a global brand becoming very local,” explains O’Keeffe.
Cybercom’s brief was to bring it online and it was embedded into Bebo, then the social media platform of choice for the target audience. It was only live for four weeks and in that time 77,000 visits were recorded to the game and 18% of total teens in Ireland were exposed to this online. “There was very positive chatter on the Bebo page about it and calls to extend it,” recalls O’Keeffe.
“The real thing that was appealing to teens was the game play we had a treasure hunt and then we had quite a lot of incentives built into it, so they could win this poster by playing the game, which they did at a great level.”
There were over 54,000 game plays with very high engagement minutes online of 11 minutes.
Click here to see an archive version of this hugely popular game.