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2011 Nominees (Page 5)

21. Best Campaign

Red Quest

Grape (Russia)

By developing a story users could relate to and giving them a purpose and the ability to make a difference, this became one of the most engaging gaming experiences. The unique mix of all media kept users interested and wanting more. The platform lived online, but team challenges were completed in the real world and eventually led to city-wide events and even created a few local celebrities.

M&M’s – Find Red

Proximity (Canada)

By placing large, red M&M’s in windows throughout Toronto and placing them in Google Street View, the first-of-its-kind digital treasure hunt was created. FindRed.ca allowed players to search and receive clues while QR code wild postings gave them the opportunity to unlock special clues. Foursquare check-ins were also used to get people closer to the hidden locations. Over 100 clues were delivered through various media to find 3 M&M’s and the winner received a Smart Car.

McDonald’s “Let’s Meet Up” Campaign

TBWA\Shanghai (China)

McDonald’s advocates a social movement – to discover the realness in relationships through real-life meeting up. Digital Strategy – To use surprising digital technology to spark more friendship connections and drive meeting up at McDonald’s. Renren.com (the most popular SNS among students in China) was chosen as the main digital media partner to drive visits, generate SNS referrals, and extend the store experience with branded digital engagement (AR & QR) to complete the consumer journey.

Curiously Strong Awards

Evolution Bureau (US)

The Curiously Strong Awards approached Facebook trends in a very smart, honest way. Users could award their friends with golden tins based on their embodiment the various Facebook user archetypes provided by Altoids and allowed them to be immortalized on Altoids.com. The campaign made the Curiously Strong concept more relevant to today’s generation by making them part of the campaign.

Mob the Rainbow

Evolution Bureau (US)

This campaign wanted to eliminate the disconnect between Facebook fans and the brands they “like”. By giving them stake in the brands identity, users were give the opportunity to participate in real life events and their participation was rewarded through viral videos spread throughout youtube. Fans were also given the opportunity to vote and decide the next activity done through Skittles, support a young dreamer and more. This gave them the opportunity to engage with a brand thus creating stronger connection through user-generated content and participation.

 

22. Agency of the Year (Nominees)

Deep Focus
Evolution Bureau
72andSunny
Saatchi & Saatchi LA
Weber Shandwick
Rockfish

 

23. Client of the Year (Nominees)

Pepsi
McDonald’s
Fiat
Toyota

 
Skittles

 

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