And the Greatest Ad of the Year Is ?

In a sign of the advertising times, there was an award for ?Facebook-integrated media.? Facebook in fact co-sponsored the Clio Awards this year and is an advertising revenue colossus, so I suppose it can bestow any kind of award it chooses. Interesting, though, that in the week of Facebook?s IPO, when the value of paid Facebook ads is being closely scrutinized, the Clio-winner was a campaign that used Facebook?s free tools to spread its word. In this case, the client was the Troy, Mich., public library. The size of the library?s budget was dependent on a public vote, and it was facing opposition from anti-tax Tea Partiers. So Leo Burnett Detroit publicized a ?book burning party? using flyers and signs that pointed folks to a Facebook page. The resulting anger from Trojans who?d been duped into believing that this book burning shindig was for real shifted the conversation away from the burden of taxes and toward the joy of books. The library got its way at the polls. (No one on stage seemed to notice that this campaign was nearly identical in concept to the Tunisian winner. Both used fake fearmongering to punk citizens into civic engagement.)?

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