Presenting The Smarties North America 2014 Winners

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SONY 4K ULTRA HD TV LAUNCH

North America Best In Show

Sony Electronics and UM and Amazon Media Group for

SONY 4K ULTRA HD TV LAUNCH

Credits

Deborah Lammon Gaudette, UM

Kristin Jones, UM

Jackie Ling, UM

Randy Hastings, UM

Cassie Green, UM

Jason Yoong, UM

Taylor Davis, UM

Jennifer Ingle, Amazon

Marcus Pape, Amazon

Thomas Chymiy, Amazon

Joey Infortuno, Amazon

Matt Bos, Amazon

Just Released – The Smarties Trend Report

The MMA developed the Mobile Creative Framework which highlighted strategies behind the most effective mobile campaigns from 2013. Many of the same trends are now carried over into this year’s winners, but as the world of mobile has evolved, so have the more traditional strategies marketers have deployed to take advantage of the uniqueness of mobile.

View the Full Report

Marketing Strategy

North America – Brand Awareness

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

Gold Winner

Dunkin' Donuts: Running With Friends

Dunkin' Donuts and Hill Holliday for

Dunkin' Donuts: Running With Friends

Watch Video | Credits

Bronze Winner

USA TODAY ‘Know Your News Sources’ dinner party digital game

USA TODAY and USA TODAY for

USA TODAY ‘Know Your News Sources’ dinner party digital game

Watch Video | Credits

Marketing Strategy

North America – 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.

Gold Winner

The Home Depot Black Friday Mobile Campaign

The Home Depot and Carat + The Richards Group for

The Home Depot Black Friday Mobile Campaign

Watch Video | Credits

Bronze Winner

Dynamic Personalized Retargeting For Mobile App Users

OpenTable and AppLovin for

Dynamic Personalized Retargeting For Mobile App Users

Watch Video | Credits

Marketing Strategy

North America – 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 mobile platform.

Silver Winner

Goodbye Chilly. Hello Sunny.

Greater Fort Lauderdale Convention & Visitors Bureau and Starmark for

Goodbye Chilly. Hello Sunny.

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Bronze Winner

Passbook by Outspoken

Outspoken and Outspoken for

Passbook by Outspoken

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Marketing Strategy

North America – 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.

Silver Winner

I Will Listen

NAMI NYC Metro and JWT New York for

I Will Listen

Watch Video | Credits

Bronze Winner

PETA Taps Integrated Mobile Campaigns to Rally Viral Advocacy and Help Animals

People for the Ethical Treatment of Animals and Waterfall for

PETA Taps Integrated Mobile Campaigns to Rally Viral Advocacy and Help Animals

Watch Video | Credits

Marketing Strategy

North America – 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.

Gold Winner

Balance Rewards

Walgreens and Walgreens for

Balance Rewards

Watch Video | Credits

Silver Winner

Win the Hour

Nike and R/GA New York for

Win the Hour

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Bronze Winner

Mankind by Kenneth Cole Google Glass App

Kenneth Cole and Ready Set Rocket for

Mankind by Kenneth Cole Google Glass App

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Channel / Media Strategy

North America – 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.

Gold Winner

#DunkinReplay

Dunkin' Donuts and Hill Holliday for

#DunkinReplay

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Silver Winner

Citi Bike

Citi and Publicis Kaplan Thaler for

Citi Bike

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Bronze Winner

Pantene Weather Program

Procter & Gamble Pantene and Arc Worldwide / Starcom Mediavest Group for

Pantene Weather Program

Watch Video | Credits

Channel / Media Strategy

North America – 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.

Gold Winner

SONY 4K ULTRA HD TV LAUNCH

Sony Electronics and UM and Amazon Media Group for

SONY 4K ULTRA HD TV LAUNCH

Watch Video | Credits

Bronze Winner

Spicing Things Up Cross-Platform

Applebee's and YuMe & BPN for

Spicing Things Up Cross-Platform

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Channel / Media Strategy

North America – 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.

Silver Winner

Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction

Sony Music and Kik Interactive for

Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction

Watch Video | Credits

Channel / Media Strategy

North America – 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.

Gold Winner

The Nike SB App

Nike and R/GA New York for

The Nike SB App

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Silver Winner

Glasses.com 3-D virtual Try-on App

Glasses.com and LUXOTTICA for

Glasses.com 3-D virtual Try-on App

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Bronze Winner

Citi Bike

Citi and Publicis Kaplan Thaler for

Citi Bike

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Channel / Media Strategy

North America – Tablet Campaign

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

Gold Winner

2013 MKZ/29HD Tablet Magazine Integration

Lincoln and Team Detroit for

2013 MKZ/29HD Tablet Magazine Integration

Watch Video | Credits

Channel / Media Strategy

North America – 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.

Gold Winner

Lincoln.com Mobile Site Redesign

Lincoln and Team Detroit for

Lincoln.com Mobile Site Redesign

Watch Video | Credits

Channel / Media Strategy

North America – 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.

Silver Winner

Taco Bell Breakfast Launch

Taco Bell and DigitasLBi for

Taco Bell Breakfast Launch

Watch Video | Credits

Enabling Technologies

North America – 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.

Silver Winner

2013 MKZ In-Taxi NFC Test

Lincoln and Team Detroit for

2013 MKZ In-Taxi NFC Test

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Bronze Winner

Oral-B Bluetooth-Connected Electric Toothbrush and Application

P&G / Oral-B and iconmobile Group for

Oral-B Bluetooth-Connected Electric Toothbrush and Application

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Bronze Winner

Purina Trust

Purina and Deep Focus for

Purina Trust

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Enabling Technologies

North America – 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.

Gold Winner

SUN ACTIVATED ADVERTISING

NEUTROGENA and Ansible for

SUN ACTIVATED ADVERTISING

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Silver Winner

Panera Bread Favorites

Panera Bread and Maxus for

Panera Bread Favorites

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Bronze Winner

Pantene Weather Program

Procter & Gamble Pantene and Arc Worldwide / Starcom Mediavest Group for

Pantene Weather Program

Watch Video | Credits

Enabling Technologies

North America – 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.

Silver Winner

Disney Infinity

Disney and 4D and AdColony for

Disney Infinity

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Bronze Winner

Macy's Inc Tablet Lookbook

Macy's and PadSquad for

Macy's Inc Tablet Lookbook

Watch Video | Credits