Categories Definition & Rules

New for 2014

New Category: Wearables Impact on Marketing
With the advent of wearable technology we are seeing that the medium has become the product. And since such technology is inherently mobile, the MMA wants to recognize the innovation that brands are bringing to market with these new products and services. Whether it is with rings, bracelets, watches or glasses, we are seeing new and novel ways that wearable technology is becoming part of the overall marketing program for many brands.

New Category: Cross-Screen Advertising
Any campaign designed to create a meaningful and rich consumer connection across all size screens including broadcast, desktop and mobile (phone and/or tablet). Campaign should show how creative was designed and optimized for the screen and mobile should be a core component of the strategy.

New Category: Native Advertising
Any mobile marketing campaign specifically designed for and executed for mobile web or mobile app, that matches both the form and function of the user experience that drives and delivers against a core marketing objective.

In 2014, Smarties Awards will recognize and award the year's most exciting mobile marketing creative and innovation campaigns across 20 categories, covering everything from traditional print and innovation to brand awareness to video/rich media and social media. Find your category below.

* available for Global Smarties only

2011 Winning Creative

Marketing Strategy

These campaigns represent how mobile marketing was used to achieve core strategic marketing objectives while demonstrating creativity and effectiveness and showcasing the power of the mobile channel.

Brand Awareness

Any mobile marketing campaign created with the primary objective of building brand awareness and establishing brand recognition by potential customers.
View Entry Requirements

Lead Generation / Direct Response / Conversion

Any campaign that demonstrates how the use of mobile marketing generated prospective customers for future engagement and sales or any campaign that reveals how the use of mobile marketing directly impacted sales, conversions, trials, or purchase intent among your target audience.
View Entry Requirements

Product / Services Launch

Any mobile marketing campaign created with the objective of introducing a new product or service into the marketplace, delivering measurable success based on a mobile platform.
View Entry Requirements

Promotion *

Any campaign that demonstrates how the use of mobile marketing led to a successful promotional campaign (i.e.: contests, demonstrations, coupons, exhibitions/trade shows, games, sweepstakes, point-of-sale displays, merchandising, special offers etc.).
View Entry Requirements

Relationship Building / CRM *

Any campaign that demonstrates how the use of mobile marketing was leveraged to build strong relationships with customers, built customer loyalty and/or led to increased customer retention.
View Entry Requirements

Social Impact / Not For Profit

Any mobile marketing campaign created and executed for a not-for-profit organization or government agency for public service purposes and/or to drive social change.
View Entry Requirements

NEW: Wearables Impact on Marketing *

With the advent of wearable technology we are seeing that the medium has become the product. And since such technology is inherently mobile, the MMA wants to recognize the innovation that brands are bringing to market with these new products and services. Whether it is with rings, bracelets, watches or glasses, we are seeing new and novel ways that wearable technology is becoming part of the overall marketing program for many brands.
View Entry Requirements

Channel / Media Strategy

These campaigns represent how mobile marketing was incorporated into an integrated marketing mix and/or leveraged different mobile channels with increased results based on creativity and ROI.

Cross Media Integration

Any campaign where mobile marketing was integrated as an indispensable part of a broader marketing mix (mobile, online and offline) and delivered against a core marketing objective.
View Entry Requirements

Cross Mobile Integration *

Any campaign which showcases integration across mobile platforms, channels and technologies to deliver measurable results in creativity and effectiveness (must include a minimum of 3 vehicles in the mobile toolkit – i.e.: apps, mobile web, video, display, search, messaging, etc.)
View Entry Requirements

Cross Screen Advertising *

Any campaign designed to create a meaningful and rich consumer connection across all size screens including broadcast, desktop and mobile (phone and/or tablet). Campaign should show how creative was designed and optimized for the screen and mobile should be a core component of the strategy.
View Entry Requirements

In App or Gaming Advertising *

Any advertising campaign delivered within a mobile app or gaming environment that drives and delivers against a core-marketing objective.
View Entry Requirements

Messaging – e.g. SMS, Apps Messaging, Long form codes and others

Any campaign featuring the use of mobile messaging tactics that drives and delivers against a core marketing objective.
View Entry Requirements

MMA UMAP 2.0 (Universal Mobile Ad Package) *

Any campaign that demonstrates how the use of the MMA’s UMAP 2.0 package delivered increased efficiencies and effectiveness in buying, selling and creating a mobile marketing strategy.
View Entry Requirements

Mobile App

Any application that was created specifically for the mobile environment as part of an integrated mobile marketing strategy for the primary purpose of providing information, entertainment, productivity or utility while delivering an engaging customer experience.
View Entry Requirements

Mobile Search *

Any campaign featuring the use of mobile search that drives and delivers against a core marketing objective.
View Entry Requirements

Mobile Website

Any website that was created specifically for the mobile environment to showcase a product, brand or service as part of an integrated mobile marketing strategy.
View Entry Requirements

Native Advertising *

Any mobile marketing campaign specifically designed for and executed for mobile web or mobile app, that matches both the form and function of the user experience, that drives and delivers against a core marketing objective.
View Entry Requirements

Tablet Campaign

Any marketing campaign specifically designed for and executed within the tablet environment that drives and delivers against a core marketing objective.
View Entry Requirements

Use of Mobile Social Media *

Any campaign featuring the use of mobile social networks, person-to-person and/or community channels that drives and delivers against a core marketing objective.
View Entry Requirements

Enabling Technologies

These campaigns represent how the use of mobile based enabling technologies and innovations delivered against marketing campaigns and enriched the user experience and increased consumer engagement with a product or service.

Innovation

Any mobile marketing campaign featuring new or groundbreaking techniques and/or technologies to market a service or product or any campaign that has leveraged existing technology with a new, unconventional and creative execution.
View Entry Requirements

Location Based

Any mobile marketing campaign that uses location based services as the primary anchor of the campaign to connect with customers and deliver highly relevant, targeted messages at a time and place when a consumer is most likely to act on them.
View Entry Requirements

mCommerce

The processing of a commercial transaction on a mobile device or the "path to purchase" via mobile at traditional retail outlets. Submissions must demonstrate how you have effectively enabled transacting on a mobile device.  Creative brief must include the programs that led to these transactions by customers; and/or demonstrate how you have taken customers on a path to purchase with a mobile marketing program that led to traditional retail (including web) transactions.
View Entry Requirements

Video / Rich Media

Any marketing campaign that demonstrates how the use of mobile video and/or rich media technologies in a mobile environment increased the customer experience and engagement with the brand.
View Entry Requirements

Industry Awards

The Industry Awards represent the best-of-the-best in the mobile marketing industry – all winners will have a direct impact in the growth of the industry and will be chosen by our Board Members, it is not possible to submit an entry for consideration. If you would like to recommend an organization for consideration please email awards[at]mmaglobal[dot]com.

Best in Show

The Best in Show award will be selected by our esteemed panel of global judges from the winners of each of the award categories.

Global Academic of the Year – Best Research or Insight

This award represents the individual, team or research project that has provided unique and significant qualitative and/or quantitative insights that prove the effectiveness of mobile marketing as an indispensible part of the marketing mix.

Global Agency of the Year in Mobile

This award represents the Agency that has best incorporated mobile marketing as an indispensible part of the marketing mix for their clients and has exhibited leadership within the mobile marketing industry.

Global Enabling Technology Company of the Year in Mobile

This award represents the Mobile Enabling Technology Company whose innovative technology has changed the landscape of the mobile marketing industry and has exhibited unprecedented leadership within the industry to help drive its growth and best practices.

Global Mobile Campaign

Any mobile marketing campaign that was truly global in its execution – strategy and creative; must have been executed in 3 or more countries around the world.

Global Operator of the Year in Mobile

This award represents the Mobile Operator that has exhibited unprecedented leadership within the mobile marketing industry to help drive its growth and best practices.

Global Publisher / Media Company of the Year in Mobile

This award represents the Publisher or Media Company that has exhibited unprecedented leadership within the mobile marketing industry to help drive its growth and best practices.

 

Marketing Strategy, Channel / Media Strategy and Enabling Technologies Judging Criteria

Submissions are considered according to:

  • Strategy (25%): 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 leveraged as well as other strategic considerations for the campaign.

    Consider these questions:

    • What was your strategic objective? (Increased market share, brand awareness, time engaged with the brand, sales, leads)
    • Who was your intended target audience?
    • What was your creative and media strategy?
    • Context – is the first year of campaign? If not how has your strategy adapted to previous results and new technology?
  • Execution (25%): Please provide an explanation of how the campaign was implemented and its level of success.

    Consider these questions:

    • How did the execution or enabling technology help achieve results?
    • How was the mobile component or enabling technology integrated into the overall marketing strategy?
    • How creative or sophisticated was the campaign in its use of mobile media?
    • What did the mobile channel or enabling technology bring to the overall campaign that other marketing channels missed?
    • How was the mobile channel or enabling technology matched to specific markets, demographics relevant to the overall campaign execution?
    • 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 (25%): 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 should be provided and must be received at the time of submission to be considered with the application. We strongly encourage submitting video please note, it must be hosted by a third party. Please make it as easy as possible for judges to experience the creative as originally intended.

    Creative Samples Guidelines:

    • Active URL to landing page or FTP site with links to each creative element of the campaign; or multiple active URLs (separate each URL with a comma). If providing links, please make sure sites are live. Broken links are grounds for disqualification.
    • Login information – if applicable
      • User name
      • Password
    • Additional instructions (for example, “click on the XYZ campaign tab”)
    • Not required but strongly recommended: A short (2-3 minute) case study video, or brief written case (2 pages maximum) study that captures the creative and actual interactive experience.

    Creative Video Guidelines:

    You cannot upload video directly to the submission form. Creative samples must be accessible via URL or they cannot be viewed or scored by the judges.

    Recommended formats:

    • Youtube (embedded video or direct link) or video provided by vimeo, Brightcove, or other embedded means.
    • Flash video (embedded within a creative URL)
    • Quicktime (.mov or m4v)
  • Results (25%): Each submission must include qualitative and quantitative data to support claims of success.

    Consider these questions:

    • Did the campaign achieve its objectives and goals?
    • What impact did the campaign have on the market, if any?
    • How innovative was the campaign?
    • What impact did the campaign or enabling technology 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.