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Deadline to Nominate: 12 AUGUST 2011
*Fees are waived for the Academic of the Year category.
All other categories are awarded to a single global winner. Campaigns / products submitted should be active / in the marketplace between September 2010 and August 2011. If there are no suitable nominees, judges may decline to appoint a winner, for any category or geography, in any given year. Please consider that each judge will be reviewing dozens of campaigns thus keeping your submission brief and to the point is key. The MMA reserves the right to publish any/all content enclosed in the nomination form for any regional or global winners. Nominees should indicate on the form if they wish to be contacted by the MMA for review of content prior to publication. |
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| BEST USE OF MOBILE MARKETING AWARDS |
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CATEGORY OVERVIEW
The Best Use of Mobile Marketing Awards are presented to the company and its associated marketing campaign that utilized the mobile medium in an innovative and creative manner and as an integral part of their marketing efforts to achieve desired results. There are six awards presented in the following categories:
- Branding: Awarded to the company that best demonstrates how the use of mobile marketing drove consumer awareness, ensured customer loyalty, established positive brand image in the minds of consumers, and delivered a clear message to a target audience.
- Cross Media Integration: Awarded to the company that best demonstrated a unique, creative use of mobile marketing integrated in conjunction with different platforms (print, TV, online, etc.).
- Direct Response: Awarded to the company that best demonstrates how the use of mobile marketing directly impacted sales, conversions, trials, or purchase intent among their target audience.
- Product/Services Launch: Awarded to the company that best incorporated mobile marketing in introducing a new product or service into the marketplace, with measureable success.
- Promotion: Awarded to the company that best demonstrates how the use of mobile marketing led to a successful promotional campaign or sweepstakes in a creative manner.
- Relationship Building: Awarded to the company that best demonstrates how the use of mobile marketing was leveraged to build a strong relationship with the consumer or business in regards to your product.
The Best Use of Mobile Marketing Awards are awarded based on marketing expertise and apply across various mobile technologies, products, and disciplines. In sum, nominations submitted will exemplify a wide range of available mobile channels, including (but NOT limited to) messaging, mobile web, bar code technology, mobile commerce, mobile couponing, applications, LBS, social media, mobile video/TV, IVR, etc, etc, etc.
JUDGING CRITERIA
Submissions are considered according to:
- Strategy: Please provide an explanation of why you believe your entry satisfies the criteria for the category entered. Judges look for information and understanding of the business and/or marketing challenge along with a solid mobile strategy. Please ensure your submission references research, creativity, demographic targets, technologies levered as well as other strategic considerations for the campaign.
- Execution: Please provide an explanation of how the campaign was implemented and its level of success. How creative or sophisticated was the campaign in its use of mobile media and cross media integration? What percent of the campaign budget went to mobile? How well was mobile technology leveraged? Was the campaign compliant with MMA guidelines and best practices? And, what impact did the campaign have on the market?
- Creativity: Criteria such as consumer engagement, unique use of mobile media types, creativity dynamics and integration with overall campaign will be considered. Samples of marketing materials and case studies may be provided and must be received at the time of submission to be considered with the application. We encourage those who wish to submit video to include an externally hosted link to the video within their submission.
- Results: Each submission must include qualitative and quantitative data to support claims of success. Did the campaign achieve its objectives and goals? What impact did the campaign have on future utilization of mobile in their business? How did consumers receive the campaign? Note: information entered here will be kept confidential to MMA staff and judges and will not be shared publicly unless express consent is received from the key point of contact for this submission.
| INNOVATION AWARD |
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CATEGORY OVERVIEW
The Innovation Award is presented to a company that has demonstrated and applied new products and/or technology which significantly contribute to the growth of the industry, or has leveraged existing (standard) technology in a new, creative manner.
JUDGING CRITERIA
Submissions are considered according to:
- Strategy: Please provide an explanation of why you believe your entry satisfies the criteria for the category entered. Judges look for information and understanding of the business and/or marketing challenge along with a solid strategy. Please ensure your submission references relevant research, creativity, demographic targets, technologies levered as well as other strategic considerations for the campaign.
- Execution: How and how well was the product brought to market? How sophisticated is the innovation and what is its (expected) impact on the industry? How well has the innovation been received by the marketplace? What is the challenge this innovation seeks to solve? Were campaigns utilizing said innovation compliant with MMA guidelines and best practices?
- Creativity: Samples of marketing materials and/or case studies may be provided and must be received at the time of submission to be considered with the application. We encourage those who wish to submit video to include an externally hosted link to the video within their submission.
- Results: Each submission must include qualitative and quantitative data to support claims of success. Did the innovation achieve its objectives and goals? What impact does the innovation have on future utilization of mobile in marketing campaigns?
| SOCIAL IMPACT | Back to Top |
CATEGORY OVERVIEW
The Social Impact Award is presented to the company and its associated marketing campaign that has significantly impacted a target demographic or community. This would include (but is not limited to) community building, education, non-profit, mobile giving, community mobilization efforts, etc.
JUDGING CRITERIA
Submissions are considered according to:
- Strategy: Submission demonstrates keen understanding of the challenge to engage a target, executed with a solid mobile strategy. Pleasure ensure your submissions details challenge(s) faced, solution implemented, research, creativity, global reach, and any other strategic considerations.
- Execution: How was the campaign implemented and how successful was it? How creative or sophisticated was the campaign in its use of mobile media? How was mobile technology leveraged to achieve results? Was the campaign compliant with MMA guidelines and best practices?
- Community Impact: What was the overall impact of the campaign? How did it contribute to making a positive impact?
- Results: Did the campaign achieve its objectives and is there solid qualitative and quantitative data to support?
| MOBILE MARKETING ACADEMIC OF THE YEAR AWARD | Back to Top |
CATEGORY OVERVIEW
The Mobile Marketing Academic of the Year Award is presented to the leading individual researcher or research team that has provided unique and significant conceptual, qualitative, or quantitative research contributions to the mobile industry’s understanding of mobile marketing theory and practices.
The Candidate(s) must:
- Be a full or part-time student(s), professor(s), and/or researcher(s) at an accredited academic institution.
- Have a demonstrable accumulated body of original research in the mobile marketing space.
- Submit a research proposal or completed study as appropriate per the nature of the work, along with the nomination form.
JUDGING CRITERIA
Submissions are considered according to:
- Accumulated Research: Provide a brief overview of recent mobile marketing research (within the past two years), a keen understanding of mobile research priorities, as well as other strategic considerations.
- Character: Garner a reputation of leadership amongst their industry and academic peers? Achieve the respect and admiration of friends and competitors, as the ‘go to’ person for the industry? Challenge the mobile marketing industry to greater achievement?
- Contribution: Did the candidate(s) achieve concrete results? Contribution should highlight concrete examples of results – both from the candidate, peers, and the industry.
AWARD
- Trophy
- MMA will publish research paper on its website
| OUTSTANDING INDIVIDUAL ACHIEVEMENT IN MOBILE MARKETING | Back to Top |
CATEGORY OVERVIEW
The Outstanding Individual Achievement in Mobile Marketing is the highest honor given to an individual in the mobile marketing industry. The award highlights an individual who exhibits impressive leadership and selfless dedication to growing the mobile marketing industry and promoting standards that benefit and protect consumers. The Award is awarded only to individuals who meet the strict guidelines outlined below.
The candidate must have worked in the industry during the year of the award, but does not have to be working in the industry when the award is granted. For instance, a candidate may retire or leave a position during the year and still qualify.
JUDGING CRITERIA
Submissions are considered according to:
- Leadership: Did the candidate generate a dialogue of importance for the Mobile Marketing industry that benefited the organization and/or the industry? Develop new directions, or push the industry forward, with respect to core practices or key issues facing the mobile marketing industry? Effectively advocate the goals of the organization to government, the public or others in the industry? Build value for the industry among consumers and those companies in the mobile marketing ecosystem? Solve problems, technical or process-related, central to the practice or well-being of the industry? Execute industry change this year that the industry esteems as a defining accomplishment?
- Character: Did the candidate offer more of their time than reasonably expected in pursuit of a greater cause for the industry? Garner a reputation of leadership amongst their peers? Achieve the respect and admiration of friends and competitors, as the ‘go to’ person for the industry? Challenge the mobile marketing industry to greater achievement? Transcend politics and offer unbiased leadership in the tasks that were achieved?
- Contribution: Did the candidate achieve concrete results? Are these results acknowledged by the industry? Provide samples. Submission must be accompanied by concrete examples of results – both from the candidate, peers and the industry. Reference letters are encouraged from company, competitors and industry.
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CATEGORY OVERVIEW
The Mobile Marketing Award for Overall Excellence will recognize the overall excellence and leadership award based on significant contributions to the mobile marketing industry by a company. It is awarded only to companies who meet the strict guidelines outlined below.
JUDGING CRITERIA
Submissions are considered according to:
- Leadership: Did the candidate generate a dialogue of importance for the Mobile Marketing industry that benefited the organization and/or the industry? Develop new directions, or push the industry forward, with respect to core practices or key issues facing the mobile marketing industry? Effectively advocate their corporate goals to government, the public or others in the industry? Build value for the industry among consumers and/or the industry ecosystem overall? Solve problems, technical or process-related, central to the practice or well-being of the industry? Execute industry change this year that the industry esteems as a defining accomplishment? Submission must be accompanied by concrete examples of results – both from the candidate, peers and the industry. Reference letters and press clippings are encouraged to establish leadership position in the industry.
- Character: Did the candidate achieve a reputation of leadership amongst industry peers? Achieve the respect and admiration of partners and competitors? Challenge the mobile marketing industry to greater achievement? Transcend politics and offer unbiased leadership in the tasks that were achieved?
- Contribution: Did the candidate achieve concrete results? Are these results acknowledged by the industry? Provide samples / examples.
