Today the Wall Street Journal reported that Trex Company won the award for Marketing Campaign of the Year by the American Business Awards. Trex Company manufacturers wood-alternative decking, railings, exterior trim, and fencing, among other products. Their winning campaign called "Engineered Artistry" was an integrated effort across print media, digital media, their website, and public relations. This campaign shows the importance of integrating marketing efforts across the different marketing channels to reach and reinforce the message with consumers
This marketing effort shows the power of leveraging the digital marketing channels with content that provides viewers with more than just a commercial. "Engineered Artistry" features a culinary chef and the designer of The High Line in New York City. It shows that it is effective in the digital space to develop content that users actually want to see and engages them even if it is not directly related to the product that is being sold.
It seems that we will be seeing many more campaigns from other companies that will build upon the success of "Engineered Artistry". It will be interesting to see how this type of marketing will change the content that we all view on the internet. In some sense it is similar to sponsored content, however Trex has clearly taken this to a new level by distributing the message across multiple platforms.
http://online.wsj.com/article/PR-CO-20140714-905094.html
http://www.trex.com/
http://www.pinterest.com/trexcompany/engineered-artistry/
http://www.prweb.com/releases/2013/2/prweb10457058.htm
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