Sears and Kmart each won a Bulldog Digital Social PR Award for Excellence in Online Communications. These awards - judged by journalists and bloggers - recognize the most outstanding achievements in external communications and publicity using online and social media tools and techniques. Sears received gold for the Sears Blue Blogger Crew-Consumer Electronics campaign, for the Best Use of Digital/Social for a Consumer Technology Campaign category. Kmart Gamer received silver for the Best Use of Digital/Social in the Arts/Culture/Entertainment Campaign category. The campaigns were assessed on their ability to achieve extraordinary visibility and influence opinion, as well as on their creativity, command of media and technology and tenacity.