Social Media Marketing Awards: Aon Corp.

Integrated (Nontech): Runner-up

Campaign: “Pass It On”

Why we liked it: Aon Corp.'s sprawling employee base spans 120 countries and 60,000 people. The company's challenge was to find a way to share knowledge and create a sense of common purpose that transcends geographic and cultural boundaries. Aon developed a contest challenging teams of its employees in three regions to compete on their knowledge, creativity and teamwork, and then share the best results with the world. Teams earn points for such actions as answering a daily question, uploading Aon-related videos and photos, and sharing details of local events. A scoreboard on AonPassItOn.com keeps track of progress in real time (Team Europe/Middle East/Africa held a narrow lead as of this writing) and the best content is posted to a public website. Employees are encouraged to share their accomplishments with their own social networks. The campaign is still young but uptake has been high, with more than 400,000 questions answered in the first three months. Engagement with external audiences is also up dramatically on Facebook, Twitter and the host website.