Steam picked up another gold award for the John Smith’s People’s Darts, but this time at the glittering Media Week Awards 2009.

The entry topped the judge’s list for the ‘Collaboration’ category;  a joint effort from Mirror Group Newspapers, Mediavest, SBI and Steam, and now takes Steam’s tally to 3 top awards for this activation.
Steam played a crucial role in getting the idea off the drawing board and into pubs: shaping the logistics, co-ordinating the tasks of all the agencies involved, designing the creative concept and working with the Mirror to ensure all their output adhered to John Smith’s brand values.

The activity itself was a unique nationwide amatuer darts tournament, culminating in the chance of a lifetime to compete on the Lakeside stage moments before the BDO World Mens Final shown on the BBC.

Not only that but it helped participating on trade outlets sell over a staggering 400,000 more pints of John Smith’s.

In addition to this award the activity also picked up a silver in the Niche Media Idea (under £250k) entered by Mediavest.

If you think your brand could benefit from this sort of big idea thinking then feel free to speak to Tim Wookey at Steam on 020 7440 5550.