First Niagara social campaign beats out Best Buy and Miller for Gold Reggie award

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Adams & Knight was recognized at the Promotion Marketing Association’s 2012 REGGIE Awards for its work on the “We Love Upstate New York” social media/regional marketing campaign. The Promotion Marketing Association selected the agency’s integrated campaign, designed for First Niagara, over promotions by other finalists, including Best Buy, MillerCoors Coors Light and Heineken US.

The “We Love Upstate New York” campaign was created to illustrate First Niagara’s commitment to the region and offers others a space to share what they love about upstate New York.

“Many banks struggle with how to engage their target audiences through social channels,” said Jill Adams, principal of Adams & Knight. “This strategy allowed First Niagara to demonstrate its very real commitment to the community in a meaningful way.”

Adams & Knight launched the First Niagara “We Love Upstate New York” Facebook page in October of 2011, with an initial goal of 1,000 “likes” in one month. Within one day the page surpassed that goal. To date, the page has nearly 53,000 “likes,” and has, on average, a total reach of 1.1 million Facebook users per week.

Adams & Knight was also honored as a runner up in the Social Media category, alongside agencies that represent American Express, Rubbermaid, Glamour and Facebook.

For a complete list of the 2012 REGGIE Awards winners, please visit:  

About the Promotion Marketing Association

The Promotional Marketing Association was founded in 1911 and is dedicated to the disciplines that motivate behavior, activate response and build brands. Members include Fortune 500 companies, marketing agencies, and prestigious retailers.