The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.


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Best Consumer Goods Website

Pepto-Bismol has got you covered when moments of celebration lead to over-indulgence. Cinco de Mayo presented a perfect opportunity to tie the food and celebrations of the holiday with entertaining content that our fans and followers on YouTube, Facebook, and Twitter have come to expect from the Pepto-Bismol brand.

To celebrate Cinco de Mayo, Pepto-Bismol and Possible Worldwide turned the brand's YouTube channel into an interactive gadget—the Piñata Smash. We gave users the option to select their piñata design, a filling, and a smasher and then presented them with a custom video. Video vignettes ranged from slow motion smashes to short skits. Some videos feature celebrities like actress Busy Phillips from Cougar Town and professional baseball player Aroldis Chapman of the Cincinnati Reds. Visitors were reminded that when it comes to Cinco de Mayo, if you over Fiesta, Pepto has you covered.

Reaching out to Cinco celebrators on YouTube worked—the gadget was a (wait for it...) smash! We had great viewership of our YouTube “masthead” banner (63,760,000 impressions – 27% above average daily impressions) helping drive awareness and traffic to the Piñata Smash. Users overwhelmingly enjoyed the gadget, based on the comments left from 430,000 views on YouTube. As a result of these digital and PR efforts, the Pepto-Bismol channel was ranked in the top 13 brand channels on YouTube on May 5th and was called out as one of Mashable's "5 Branded YouTube Channels That Get It Right."


Associate Creative Director: Yuri Bredle
Art Director: John Rizzo
Designer: Erik Bork
Senior Copywriter: Paul Neihaus
Senior Interactive Developer: Eric Rohlman
Interactive Developer: Chris Hudepohl
Systems Analyst: Gokhan Dirsel
Producer: Julie Becker
Vice President Client Partnership: Kate Olberding
Senior Manager Client Partnership: Carrie Rogiers


Location: USA