Leading public relations consultancy, Murray was recognised for its use of new media for the Cadbury GAA U21 Gaelic Football Championship. The Award, ‘Best Use of New Media’ was presented to Account Director John McGuinness as part of the annual PR Awards at the Conrad Hotel, Dublin
As sponsor of the U21 Gaelic Football Championship since 2005, Cadbury through agency partner Murray has worked hard at developing a pro-active sponsorship programme aimed at promoting the U21 Gaelic Football grade for both players and fans alike.
The PR Award for Excellence which recognises Murray's work in developing the use of New Media for the Cadbury GAA U21 Gaelic Football Championship focused on the range of platforms which have been developed under the Cadbury brand to support the Championship. These include a very active Facebook page with over 7,000 fans from all over Ireland and the rest of the World, a FlickR resource and a Twitter channel with a following of over 800 which includes fans, players, GAA Clubs, County Boards and sports media. These platforms are all anchored by the U21 Championship websitewww.cadburygaau21.com
Explaining the Social Media engagement, John McGuinness, Account Director, Murray said, “We are thrilled with this recognition, Cadbury are a terrific sponsor of the U21 Gaelic Football Championship and over the last number of years, Murray working in partnership with Cadbury have been responsible for a lot of firsts in the GAA sponsorship space. Our work within the area of Digital and Social Media is an example of this where we have placed considerable emphasis on the development of content and particularly video content through our strategic partners Ballywire Media as a way of engaging the GAA community.”
Speaking about the Sponsorship, Shane Guest, Senior Brand Marketing Manager Cadbury said, “Murray and its Consumer PR Wing MCsquared have and continue to be an integral partner in our sponsorship of the U21 Gaelic Football Championship. They have matched their own deep interest and commitment to the GAA with an ability to push the boundaries of sponsorship engagement, constantly learning, developing and executing and the Social Media and Digital element of the U21 sponsorship is a perfect example of this.”
Paul Dermody, Sponsorship Manager, GAA added, “Over the last 6 seasons Cadbury have taken the U21 Football championship to new heights in terms of profile and support. We have been continually impressed with the activation campaigns created by Cadbury and implemented by Murray over this period, in particular in the social media space. Social media is absolutely the right medium for engaging with the fans of the Cadbury GAA Football U21 championship and the team at Cadbury have excelled at maintaining the interaction with fans across various platforms.”
Over the last two Championship seasons, Murray and Cadbury have developed a number of initiatives promoting social media engagement by fans of the U21 championship these included the selection of the best 15 players at U21 Championship grade between 2005-2010 which received over 5,000 votes online, this season also saw the introduction of Facebook updates by Cadbury Hero of the Future Judges Dermot Earley, Paul (Pillar Caffery), Darragh O’Shea and Michael O’Domhnaill.
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