With 11 categories, Smarties 2016 covers everything from traditional print and innovation to brand awareness to video/rich media and social media.
View entry requirements for all categories
Marketing Strategy Categories
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.
Ces campagnes illustrent comment le marketing mobile a permis d’atteindre des objectifs marketing stratégiques. Elles combinent créativité et efficacité et démontrent la puissance du canal mobile.
Brand Awareness |
Any mobile marketing campaign created with the primary objective of building brand awareness and establishing brand recognition (has the brand grown/developed/been enriched by its engagement with mobile). Toute campagne marketing mobile créée avec comme objectif premier de construire la notoriété d’une marque et consolider la reconnaissance de marque (s’est-elle développée ou enrichie grâce au mobile). |
Lead Generation |
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 the target audience. Toute campagne démontrant comment l’utilisation du marketing mobile a engendré des prospects en vue de futures interactions ou ventes, ou toute campagne révélant comment l’usage du marketing mobile impacte directement les ventes, les conversions ou les intentions d’achat parmi l’audience cible. |
Relationship Building / CRM |
Any campaign that demonstrates how the use of mobile marketing was leveraged to build or manage strong relationships with customers. Should be measured by an increase in customer loyalty and/or led to customer retention. Toute campagne démontrant comment l’utilisation du marketing mobile a permis de construire ou renforcer des relations fortes avec les clients. Grâce à des mesures de la croissance de la fidélisation/rétention client. |
Channel/Media Strategy Categories
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.
Ces campagnes illustrent comment le marketing mobile a été incorporé dans un marketing mix intégré, et/ou comment plusieurs canaux mobiles ont été actionnés avec des résultats en termes de créativité et le ROI.
Cross Media/Cross Mobile Integration |
Any campaign where mobile marketing was integrated as a core strategy with other media and communications channels. E.g. TV, Print, Radio, Outdoor, PR, Direct Marketing, etc. or any campaign, which integrated a minimum of 3 mobile applications i.e.: apps, mobile web, video, display, search, messaging, etc.) Toute campagne où le marketing mobile a été intégré au cœur de la stratégie avec d’autres media and canaux de communication. Ex TV, Print, Radio, Outdoor, PR, Direct Marketing, etc. Ou toute campagne ayant intégrée au minimum 3 composantes mobiles, i.e.: apps, mobile web, video, display, search, messaging, etc |
Messaging |
Any SMS/MMS based messaging campaign to a customer base, featuring the use of SMS/MMS and delivers against a core marketing objective. Examples include (but not limited to) activation of marketing programs, customer acquisition, engagement and conversion. Toute campagne SMS/MMS supportant un objective marketing clé. A titre d’exemples (non exhaustif) : l’activation de programmes marketing, acquisition client, engagement et conversion. |
Mobile App |
Any mobile app that was created as part of an integrated mobile marketing strategy to either provide information, entertainment, productivity or utility as part of the customer experience. Toute application mobile créée comme une composante à part entière d’une stratégie marketing mobile intégrée, pour fournir au client des informations d’actualité, ludiques ou pratiques et ainsi enrichir/fluidifier l’expérience client. |
Mobile Website |
Any mobile website (not an app) developed to provide an enhanced mobile experience to showcase a company, product, brand or service. Tout site mobile (pas une app) développé pour fournir une expérience mobile améliorée/enrichie afin de mettre en valeur une entreprise, un produit, une marque ou un service. |
Mobile Native |
A form of paid media on any mobile platform where the ad experience follows the natural form and function of the user experience in which it is placed. Optionally, you may indicate how the campaign was executed for individual publishers versus a broader network of properties. Toute campagne marketing mobile dans laquelle le message marketing s’adapte naturellement à la forme et à la fonction de l’expérience utilisateur dans laquelle elle s’insère. |
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.
Ces campagnes illustrent comment l’usage de technologies et d’innovations mobiles permettent de réaliser les objectifs de campagnes marketing et comment elles ont enrichi l’expérience utilisateur et augmenter l’engagement du client avec un produit ou un 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. Toute campagne marketing mobile impliquant de nouvelles techniques et/ou technologies. Ou toute campagne ayant utilisé une technologie existante mais avec une mise en œuvre innovante et une exécution créative. |
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. These can be one off campaigns or long term activity. Toute campagne marketing mobile utilisant un service de géolocalisation comme clé essentielle de la campagne dans le but de se connecter aux clients et leur délivrer des messages pertinents et ciblés, à un moment et dans un lieu où le client est le plus à même d’interagir. Ces campagnes peuvent être ponctuelles ou régulières. |
The Internet of Things |
Any technology, device or wearable that connects, communicates or transmits information with or between each other through the mobile driven Internet. Toute technologie, équipement ou wearable qui se connecte, communique ou transmet des information grâce à l’internet mobile. |
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.
- 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.
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:
Key Dates
- May 24, 2016
Early Entry Deadline
(save $75) - Jun 23, 2016
On Time Deadline - Jun 30, 2016
Extended Deadline
(price increases by $75) - July - August
Pre-screening & Final Judging - Sep 26, 2016
Awards Gala and Winners Announced
Quotes from the Jury
- Groundbreaking way to communicate to consumers hard to reach
- Ambitious, used technology in an innovative way
- Wonderful use of platform, organic
- Beautifully executed
- Clever, tied in brand tightly
- Blew us away, ballsy, impressive
- Great use of visuals – very compelling
- Concept & product awesome, great case study
- A lot of activity, and consumer engagement. Very integrated – at home and in-store
- Inspiring. Well done
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