Silver Anvil Awards: Snausages Turns Dog Sledding On Its Tail

May 25, 2011 by Melissa Snead
The PRSA 2011 Silver Anvil Awards podcast series features finalists from this year's program. The Silver Anvil Award recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation. These four areas represent the solid criteria by which senior practitioners judge each entry to ensure it meets the highest standards of performance in the profession.
 
Join Gary McCormick, APR, PRSA Fellow, as he speaks with Jennifer Kamienski, vice president at Coyne PR, about “The Snausages Man Sled Race” campaign.
 
Snausages Turns Dog Sledding on Its TailTo capitalize on media interest in the Iditarod Trail Sled Dog Race in Alaska, Coyne created an event designed to draw attention to the Snausages brand. The image of dogs pulling sleds is familiar, but the brand turned tradition on its tail, by giving man’s best friend a rest, while humans pulled the sleds. The teams raced for a donation to the pet charity of their choice; however, afterward, the brand surprised participants by making a donation to each team’s charity.
 
Following the event, Snausages maintained 100 percent shelf status and distribution levels, as consumer demand increased, and media activity surrounding “The Snausages Man Sled Race” created a 30 percent increase in traffic to the Snausages website, which sustained for two weeks.
 
The host of the Silver Anvil Awards Podcast series, Gary McCormick, served as PRSA chair and CEO in 2010. He currently works in the corporate public relations arena as director of partnership development for HGTV.
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