Marketing Objectives Channel
North America – Brand Experience
Campaign created for brand growth, development, and enrichment. Includes establishing brand recognition, meaningful relationships, memorable engaging experiences, and unique connections.
State Farm and OMD / IBM Watson Advertising
AT&T Business and Hearts & Science / The Washington Post
Marketing Objectives Channel
North America – Brand Activism
Campaigns that use the brands’ platform to promote a cause or social issue to benefit society and give back for the greater good. This can include social, political, economic and/or environmental campaigns addressing a new program or expanding on an existing program.
AT&T and Hearts & Science / Courageous Studios / Courageous Studios
Marketing Objectives Channel
North America – Consumer Promotions
Campaign ranging from contests and coupons to special offers, sweepstakes, and POS/Merchandising to support the sales and marketing of a product or service. Includes demos, coupons, rebates, exhibitions/trade shows, and games. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers)
Play+ and Starmark
Marketing Objectives Channel
North America – Data/Insights
Use of customer data, analytics, and technology, that play an integral role in the development and execution of a campaign to develop a meaningful relationship with a specific audience or community. Detail the role that data had within the campaign strategy in achieving the brand and business goals (targeting, engaging, customer loyalty, retention, etc.).
Ocean Spray and InMarket / Karlen Williams Graybill (KWG)
Marketing Objectives Channel
North America – Lead Generation
Campaigns that generated prospects and leads resulting in increased sales, conversions, trial, purchase intent or loyalty and retention. This can also include relationship building and CRM campaigns.
Charter Schools USA and Starmark
Marketing Objectives Channel
North America – Multicultural
Multicultural campaigns that represent and demonstrate authentic diversity and inclusion of underrepresented groups
P&G and Courageous Studios
HBO Max and Hearts & Science
Marketing Objectives Channel
North America – Product / Service Launch
Work that launched or re-launched a product or service to address the unaddressed needs of customers, remain competitive and achieved growth and measurable success. Be specific as to what made this launch effective. Ex: product/service innovation, change in packaging, design, technology, operation change, etc.
Hewlett-Packard (HP) and HP / PadSquad
BMO Financial Group and UM Canada / Reprise; FCB
Marketing Objectives Channel
North America – Small Budget, Big Impact Campaign
Not all successful campaigns require huge budgets. This category is open to campaigns that achieved significant business impact on a limited budget of less than $500,000. This budget must be the full budget – not a portion of a bigger budget.
Cricket Wireless and Hearts & Science
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Mondelēz International and VMLY&R Commerce / Verve Group / Verve Group
Hewlett-Packard (HP) and HP / PadSquad
Marketing Objectives Channel
North America – Social Impact / Not-For-Profit
Campaigns for not-for-profits or government agencies that create significant social change and/or deliver against a public service. Includes lobbying, fundraising, expanding, informing or positively changing attitudes and behaviors. Show how your approach added value to your customers and benefitted your organization.
Kenneth Cole and Zynga
Ad Council / Brady and McKinney
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Ad Council and American Immigration Council and Pereira O'Dell / AdTheorent
Media Channel
North America – Contextual / Native Advertising
Advertising on a website which allows your brand to fit into – and not disrupt – the audience experience. The ads follow the natural form and function of the user experience in which it is placed or is relevant to the page’s content. Includes in-game, in-video, behavioral advertising, or native advertising.
Dole and Mobiclicks / Spark Foundry
State Farm and OMD / IBM Watson Advertising
Media Channel
North America – Cross Channel Integration
Campaign utilizes mobile as a core strategy, along with one or more separate channels to round out the campaign. This could include: TV, print, radio, outdoor, PR, direct marketing, etc.
Pringles and Starcom / Grey
AT&T and Hearts & Science / BBDO
Media Channel
North America – Cross Mobile Integration
Campaigns which integrate a minimum of 3 mobile applications or mediums (i.e., apps, mobile web, messaging, video, display, search, etc.). Submissions for this category should hit the above marks and be strategically customized for each experience.
BMO Financial Group and UM Canada / Reprise; FCB
Media Channel
North America – Gaming / Gamification & E-Sports
Gaming apps, gamification applications or e-sports activities that are either a part of a broader marketing strategy or a stand-alone brand experience. Please be specific in describing how the brand is positioned in the gaming environment. If you have a branded gaming app, please submit to the Mobile App category.
Kenneth Cole and Zynga
Hard Rock International and yellowHEAD
The Biden/Harris 2020 Presidential Campaign and The Bully Pulpit / Tapjoy
Ally and MediaCom / Anomaly
Media Channel
North America – Mobile App (includes mCommerce Solutions)
Any application that provides information, entertainment, utility, or commerce for the customer. The mobile app can be part of a broader marketing strategy or a stand-alone brand experience. Category also includes in-app purchasing, mobile banking apps, mobile commerce apps, loyalty apps, etc.
Depositions.com and Starmark
Media Channel
North America – Social Media Marketing
Creative social activity which uses social platforms to impact business objectives and/or to enhance relationships with a brand, community, or consumer. Includes social trends (emojis, memes, hashtags, GIF’s etc.) to leverage brand communication with an audience or community.
Little Caesars and McKinney
Technology Channel
North America – Innovation
Innovative and transformative ideas, devices, methods, or unique marketing concept that push the boundaries of modern marketing, resulting in significant business impact for a brand. Includes new or groundbreaking techniques or an unconventional/creative use of existing technology.
State Farm and OMD / IBM Watson Advertising
Voltaren and Weber Shandwick / Publicis
Technology Channel
North America – Location Targeting
Use of GPS, geolocation and/or proximity technologies to connect to customers with the most relevant message when and where they are most likely to act. This category can include one-off executions or longer-term campaigns but must include specifics on impact against your marketing goals.
Ocean Spray and InMarket / Karlen Williams Graybill (KWG)
Technology Channel
North America – Machine Learning and AI
Campaigns using creative applications of mobile-based intelligent technology. This can include, but not limited to work that uses AI in creative, dynamic content optimization (DCO), conversational marketing, chat-bots, facial recognition, etc.
State Farm and OMD / IBM Watson Advertising
Aeroplan and AdTheorent
Dole and Mobiclicks / Spark Foundry
Technology Channel
North America – Video Advertising
Campaigns demonstrating how video advertising was used to create consumer demand and engagement or provide an immersive experience for the viewer. Includes 360° video, shoppable video, personalized video, etc.
Moose Toys and PowerPhyl Media Solutions / AdColony
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