The MMA is proud to announce the winners for the 2013 Smarties. Outstanding campaigns across 18 categories were shortlisted from hundreds of entries submitted from over 36 countries. The winners represent the pillars of innovation, creativity and success highlighting the teams and talent that push the boundaries of mobile marketing to reach and engage with consumers like no other media channel.

The Smarties winners were announced and celebrated at the MMA Smarties Global Awards Gala on the evening of September 25th, which capped off the 2nd annual SM2: Every Moment is Mobile – MMA’s marquis two-day Mobile Marketing Conference and Expo in New York City during Advertising Week. Congratulations to our winners!

Click here to view the gallery of the 2013 Smarties™ winning work across the 18 categories.

In addition to recognizing mobile creativity, the Smarties also honor companies that are trailblazers within the mobile space, conquering emerging media terrain and building marketing strategies with mobile at the core. In the Industry Awards category, Mondelēz International nabbed top honors and was named “Global Marketer of the Year” for their commitment to advancing the mobile movement globally.

The 2013 Smarties Industry Award winners include:

  • Industry Service Award: Cameron Clayton
  • Global Agency of the Year in Mobile: R/GA
  • Global Enabling Technology Company of the Year in Mobile: xAd
  • Global Marketer of the Year in Mobile: Mondelēz International
  • Global Publisher / Media Company of the Year in Mobile: WeChat
  • Global Operator of the Year in Mobile: Telefónica


Bob Greenberg and rest of R/GA team accept their Global Agency of the Year in Mobile Award


B. Bonin Bough accepts the award for Global Marketer of the Year in Mobile, on behalf of Mondelez International, accompanied by the MMA's Greg Stuart and Sheryl Daija

Be sure to join us next year for the Smarties 10th Birthday!

THE SMARTIES 2013 FINALISTS


MARKETING STRATEGY AWARDS

Brand Awareness

Delta Airlines and Microsoft Corp
"DELTA ADS IN APPS"

Discovery Channel and OMD
“Gold Rush Season 3”

Gatorade and OMD
“'Bolt!' Mobile Game Integration”

Intel UK and OMD UK
“Intel Inside Live” UK/EMEA 

Product / Services Launch

Mercedes and Maxus
“#YOUDRIVE”

Panera Bread and Maxus
“Panera Bread - Pasta Launch"

Samsung Galaxy Camera and Starcom MediaVest Group
“Life's a Photo. Take It.”

SEAT and Movement
“SEAT Leon 5 Door - Mobile Campaign site” UK/EMEA 

Relationship Building / CRM

Carvalho Hosken and Artplan
“The Social Home Tour 2.0”

Samsung Telecommunications America and Razorfish
“Samsung Share to Go”

TIM and R/GA Sao Paulo
“TIM Beta BlaBlaMeter”

Unilever Foods and Brandtone
“Soup in Every Stew”

Lead Generation / Direct Response / Conversion

Coca Cola Company LATAM and Enyetech
“Coca-Cola FM”

Colgate Palmolive (India) Ltd and MEC India
“How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela”

Kontor Records GmbH and Ogilvy Germany
“Back to Vinyl - The Office Turntable”

PepsiCo and Brandtone
“Credit for Torcida (Crédito para Torcida)” 

Promotion

Coca-Cola Korea Company and The Slate
“Coke Youth Recruitment Campaign 'Coke PLAY'”

HBO and PHD
“Home Entertainment Holiday”

Hungry Lion and Yonder Media
“Hungry Lion Mobile Coupon Campaign”

Ruby Tuesday and ExactTarget
“Ruby Tuesday Uses Mobile To Drive Dinner and a Movie Success” 

Social Impact / Not for Profit

DASK and Turkcell İletişim Hizmetleri A.Ş.
“DASK”

Greenpeace and Must Mobile
“Greenpeace Arctic Experience”

Halls and AD2C - Pinnacle
“Halls Breathe The Change - 200,000 Breaths that Changed the Life of a Village”

Swedish Afghan Committee and Mobiento
"Donate a word via SMS”

CHANNEL/MEDIA STRATEGY AWARDS

Cross Media Integration

Chicago Shakespeare Theater and Arc Worldwide/Leo Burnett
"Will and George Come to Life"

Excella Cooking Oils & Mayonnaise and Mobitainment
“The Excella’nt Competition” South Africa/EMEA

Ford Motor Company and Team Detroit
“Ford Mustang Customizer Multi-Media”

Mercedes and Maxus
“#YOUDRIVE” 

In-App or Gaming Advertising

Beam Inc., Sauza Tequila with Microsoft Advertising, Starcom Mediavest Group & Zumobi
“Beam Inc., Sauza ‘Girls Night’ Mobile Party Planner” USA/NA

DreamWorks Animation
“Turbo Racing League / $1,000,000 Shell-Out"

ESPN / X Games and SapientNitro
“X Games Digital Platform // Mobile”

Ray Donovan and Showtime Networks
“Ray Donovan NY Times App Takeover” 

Toyota and The Weather Company
“The Weather Channel Android App Redesign” 

Mobile App

Chuck E. Cheese’s and The Richards Group
“Chuck E.’s Say Cheese! Augmented Reality App” USA/NA

iGaranti and Garanti Bank
“iGaranti”

Johnson & Johnson and JWT New York
“ZYRTEC® AllergyCast™ App With Symptom Tracker”

KETTLER and iconmobile
“KETTLER S-FIT App” Germany/EMEA

KK WOMEN'S MAGAZINE and Mobiento
“KK Søtt”

Tablet Campaign

Avis Rental Car and Starcom MediaVest Group
“Avis Takes Advertising into New Frontier with iPad Accelerometer”

Coca Cola Company LATAM and Enyetech
“Coca-Cola FM”

Nike and R/GA
“Nike Primetime”

Sauza and Vibes
“Make It With A Lifeguard”

Cross Mobile Integration

Coca Cola Company LATAM and Enyetec
“Coca-Cola FM”

Ford Motor Company and Team Detroit
“Ford Racing Mobile Integration”

Hungry Lion and Yonder Media
“Hungry Lion Mobile Coupon Campaign”

Rdio and Horizon Media
“Rdio Launch” 

Messaging

Colgate Palmolive (India) Ltd and MEC India
“How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela”

Nestle India and Maxus India
“Nescafe Moodies”

PepsiCo and Brandtone
“Credit for Torcida (Crédito para Torcida)”

Swedish Afghan Committee and Mobiento
“Donate a word via SMS” 

Mobile Website

Abercrombie & Fitch and R/GA
“The A&F Forecast”

Mahou-San Miguel and Mobile Dreams Factory
“WHICH COLOUR IS MADRID?”

Nike and R/GA
“NIKEiD Mobile”

SEAT and Movement
"SEAT Leon 5 Door - Mobile Campaign site” UK/EMEA

Use of Mobile Social Media

Carvalho Hosken and Artplan
“The Social Home Tour 2.0”

Nestle India and Maxus India
“Nescafe Moodies”

RICH Secco and Cheil Germany GmbH
“THE RICH B!TCH FRIDGE”

TIM and R/GA Sao Paulo
"TIM Beta BlaBlaMeter”

ENABLING TECHNOLOGIES AWARDS

Innovation

Audi and Somo
"Audi A3 iPad app"

Coca-Cola Korea Company and The Slate
“Coke Youth Recruitment Campaign 'Coke PLAY'”

Samsung Telecommunications America and Razorfish
“Samsung Share To Go”

United Nations Association of Germany and Cheil Germany
“Free the Forced” 

mCommerce

Levi's and OMD
“Flipboard Social Catalog”

Nike and R/GA
“NIKEiD Mobile"

Sam's Club and Rockfish
“Sam's Club Mobile 3.0 – Apps for Android and iPhone”

Sushi Pop and Must Mobile
“Sushi Pop Mobile Commerce Strategy”

Location Based

Mahou-San Miguel and Mobile Dreams Factory
“WHICH COLOUR IS MADRID?”

O2 and R/GA London
“O2 Priority Moments for Independent Business”

O2 and R/GA London
“O2 Priority Sports”

Quiznos and Sense Networks
“Quiznos Taps Sense Networks for Location and Behavior Targeting Campaign” 

Video / Rich Media

Billboard Magazine and Ogilvy & Mather São Paulo
“The End of Silent Magazine”

Coca Cola Company LATAM and Enyetech
“Coca-Cola FM”

Kraft Foods Deutschland GmbH and YOC Mobile Advertising GmbH
“YOC Touch and Play Ad Philadelphia with Milka”

Nestlé Drumstick and Smith Brothers Agency
“Nestlé Drumstick Weather-Triggered Mobile Ad”

Ray Donovan and Showtime Networks
“Ray Donovan NY Times App Takeover”