Dunkin’ Donuts and DigitasLBi Awarded “Best in Show” for #WTFast On-The-Go Ordering Campaign; IBM Watson, Pokemon Go, R/GA, Snapchat and Unilever Received Best of Industry Awards
NEW YORK - September 27, 2016: Creativity, strategy and innovation from marketing, media, technology and agency organizations from around the world were on display last evening with the Mobile Marketing Association (MMA) when they announced the 2016 Global Smarties™ Awards, honoring the teams and talent behind the year’s most innovative and effective marketing campaigns.
This year’s prestigious “Best in Show” honors were awarded to Dunkin’ Donuts and DigitasLBi for their #WTFast On the Go Ordering campaign. This campaign leveraged 360 video-fueled creative to power mobile downloads that offered the ability to complete the sale.
“The Dunkin’ Donuts campaign incorporated pioneering technology, personalization, an immersive brand experience and real-time commerce. It’s a beautiful example of how brands can continue to evolve the creative experience as technologies and capabilities advance, setting the stage for a future of what’s possible,” said Sheryl Daija, Chief Strategy Officer, MMA. “Winners of the 2016 Global Smarties represent the marketers who continue to take risks and inspire courage.”
In addition to recognizing mobile creativity and effectiveness, the Smarties honored a number of companies for being industry trailblazers and disruptors. The Global Industry Awards were handed to an impressive group of companies, including:
“Unilever, IBM Watson, Snapchat and all of our industry award winners demonstrate the various ways that mobile is evolving and how brands are transforming not just their marketing, but their businesses too,” said Greg Stuart, CEO, MMA. “These are our pioneers in mobile today and it is an honor to watch them.”
For the first time this year, the MMA also launched the Impact Awards and celebrated a collection of industry executives who have devoted their time, energy and expertise to furthering the mission of the MMA and the industry. Those winners include:
The Smarties Awards are based on four criteria: strategy, execution, creativity and results. The 2016 entries, which includes campaigns from 30 countries, were first pre-screened by a council comprised of over 100 senior level mobile marketers. A shortlist of finalists were then reviewed by MMA’s independent jury of 28 senior brand and agency professionals, led by jury chairperson Denise Karkos, CMO of TD Ameritrade.
The campaign winners of the 2016 Global Smarties Awards are:
Lead Generation / Direct Response / Conversion
Product / Services Launch
Relationship Building / CRM
Social Impact / Not for Profit
Cross Media / Cross Mobile Integration
Cross Screen Advertising
Marketing within a Mobile Gaming Environment
The Internet of Things
The MMA, in collaboration with Millward Brown, will also publish a Global Trends Report based on analysis of the Smarties entrants and honorees. This report will offer marketers insights on best practices, key trends and factors that contribute to a winning mobile campaign. Additionally, the MMA will showcase the shortlist in a series of case studies to be added to the over-600-strong Case Study Hub.
About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, spanning nearly fifty countries around the world. Our members represent the entire mobile marketing ecosystem, including brand marketers, agencies, mobile technology platforms, media companies, operators and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars: cultivate inspiration by driving innovation for the Chief Marketing Officer; build mobile marketing capabilities for marketers through fostering know-how and confidence; champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocate for mobile marketers. Additionally, MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development.
Members include: 1-800-Flowers.com, Allstate, American Express, Bank Of America, Campbell’s, Chase, Chobani, Choice Hotels, Citi, Colgate-Palmolive, DataXu, Dunkin’ Brands, E*TRADE, Electronic Arts, ESPN, Facebook, Ford, Foursquare, Google, Havas, Hilton, iHeartMedia, InMobi, Johnson & Johnson, Krux, Marriott, MasterCard, McDonald’s, Mondelez, Nestle, OpenMarket, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, R/GA, RadiumOne, Razorfish, Samsung, SAP, Sears, Spotify, Starcom, The Coca-Cola Company, The Rubicon Project, The Weather Company, T-Mobile, TUNE, Ubimo, Unilever, Verve, VEVO, Vibes, Visa, Walmart, Wendy’s, xAd , Zurich and many more. The MMA’s global headquarters are located in New York with regional operations in Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA please visit http://www.mmaglobal.com.