Legacy Marketing Partners, 2011 Ex Awards Finalist

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Burger King and Yahoo! Programs Up for Three Ex Awards

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Legacy Marketing Partners along with clients, Burger King and Yahoo! are poised for honors at the 2011 Ex Awards.

Legacy Marketing Partners along with clients, Burger King and Yahoo! are poised for honors in three categories of the 2011 Ex Awards. Produced by Event Marketer magazine, this year’s competition garnered over 800 entries. Winners will be announced live, on-stage May 16 at the 2011 Ex Awards Gala in Chicago.

Next Best Move – an 18-week tour created by Legacy Marketing Partners for Burger King – is a finalist in two categories: Best Multi-Cultural Event Campaign and Best Proprietary Property.

A longtime sponsor of basketball programs, Burger King took their game to the next level traveling to 41 African-American communities looking for consumers’ next best move both on the court and in the neighborhood.

The tour showcased Burger King game-changing product initiatives and featured Syrus Yarbrough from reality TV fame & former college basketball player and his crew engaging consumers at basketball hotspots, key community destinations and Burger King restaurants.

A mobile film studio captured content onsite and broadcasted more than 2,000 unique videos to millions of consumers nationwide via an integrated micro-site and social media platforms. The videos of consumers’ Next Best Move were posted for national online voting and the winner received $10,000.

With their own community centers, parks and businesses as the backdrop, consumers were the stars of the vignettes, and were able to share their stories, demonstrate their activities as leaders in the community and showcase their own personal styles and of course, court skills. These stories were on display for family, friends, and the entire digital world to witness and share.

Ask America – Yahoo! News’ program designed to better inform and engage Americans on the midterm elections – is a finalist in the Best Live & Digital (business-to-consumer) category.

This program, developed by Legacy Marketing Partners, included a new interactive and social website dedicated to the November 2010 elections and the issues destined to shape America’s future. The site attracted over 7 million visitors who logged over 10 million minutes on the site. It refreshed regularly with content that included issues, polls, and related news articles updated by the Yahoo! News’ staff of seasoned journalists and renowned partners. Yahoo! News editors also evaluated topics, trends, and stories being searched for on Yahoo! Search, and then posted relevant articles.

One of the key experiential support vehicles of the site, quite literally, was the Ask America Newsvan, traveling over 6000 miles across the country delivering a complete Ask America live experience, including:

  • voting-booth style kiosks with iPads displaying the website,
  • signage that encouraged visitors to participate in the locally-relevant question of the day,
  • an opportunity to be interviewed by a Yahoo! News staffer, and
  • good-old American apple pie!

Tour stops included the University of Miami in Coral Gables, FL, the Brown/Whitman debate in San Rafael, CA, the Pearl Street Festival in Boulder, CO. It entertained crowds of up to 1000 visitors and brought the Ask America message to the people: Be Red, Be Blue, Be Heard, as it made its way to the nation’s capital.

About Legacy Marketing Partners
Legacy Marketing Partners (http://www.legacymp.com) is recognized as one of the top Experiential Marketing agencies in the country specializing in Field Marketing, Branded Experiences, Sponsorship Activation, Corporate Events and Experiential 2.0. We apply strategic thinking, full-service creative and flawless execution to deliver valuable, measurable ideas through the line and through the marketing mix.

We are headquartered in Chicago with an active presence in 76 markets. Our client partners include Burger King, L'Oréal Paris, Navistar, Sears, Mitsubishi Motors, Aon, Kmart, ABSOLUT and Malibu.

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Gretchen Mullin
Marketing Drive, LLC
203-857-6149
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