The Beacon Awards recognise excellence in marketing within BP. Headshift built the online home for the awards: an internal wiki platform where all entries and ideas for good BP marketing were organised, and where BP marketing employees worldwide could vote for and discuss their favourites.
How to promote and award innovation?
For a company like BP, with its great size and geographical reach, it is increasingly important to create new ways of finding, promoting and rewarding innovation internally.
How better to do it than through an online platform that lets everyone get involved, no matter where they are?
In the case of the BP Beacon Awards the challenge faced by Headshift was to showcase hundreds of marketing ideas, to promote a discussion of these, and then to let people vote for and award the best ones.
A social network behind the firewall
We built a communication hub in the form of a wiki where all the entries could be easily categorised and browsed. This wiki also had a dedicated blog for editorial content that would continually keep people informed about the latest changes and the progress of the award.
The blog was further enriched by a series of podcast interviews and videos.
The BP Beacon Awards system was built on the wiki platform Confluence, and was customised to meet the specific visual design and functional requirements of BP. The application runs within the global BP intranet environment.
Sustained interest in marketing innovation within BP
The most important outcome of this project is that BP has seen a sustained interest in sharing marketing success stories within the company, long after the actual "award event" was over. All the marketing case studies remain online as a searchable shared archive of marketing excellence from around the world.
The wiki platform continues to be used to host global online initiatives within BP, profiting from a high user familiarity with an easy-to-use participative interface.
How to promote and award innovation?
For a company like BP, with its great size and geographical reach, it is increasingly important to create new ways of finding, promoting and rewarding innovation internally.
How better to do it than through an online platform that lets everyone get involved, no matter where they are?
In the case of the BP Beacon Awards the challenge faced by Headshift was to showcase hundreds of marketing ideas, to promote a discussion of these, and then to let people vote for and award the best ones.
A social network behind the firewall
We built a communication hub in the form of a wiki where all the entries could be easily categorised and browsed. This wiki also had a dedicated blog for editorial content that would continually keep people informed about the latest changes and the progress of the award.
The blog was further enriched by a series of podcast interviews and videos.
The BP Beacon Awards system was built on the wiki platform Confluence, and was customised to meet the specific visual design and functional requirements of BP. The application runs within the global BP intranet environment.
Sustained interest in marketing innovation within BP
The most important outcome of this project is that BP has seen a sustained interest in sharing marketing success stories within the company, long after the actual "award event" was over. All the marketing case studies remain online as a searchable shared archive of marketing excellence from around the world.
The wiki platform continues to be used to host global online initiatives within BP, profiting from a high user familiarity with an easy-to-use participative interface.
