2013 Entries open soon!
The Bees Awards - 1st international social media marketing awards - are launching their 4th Edition soon. Stay tuned!
We thank all participants of the last edition of May 2012. Agencies & Brands from 40 countries submitted their best social media work. An international jury composed by experts has recognized executions of 2012 over 22 categories. The student category has been reviewed by an international student jury composed by leading students recent graduates.
Congratulations to all 2012 nominees & winners! View 2012 nominees and winners list without images.
Best Use of Micro-Blogging Platform
 |
Citroën DS5 Twitter RaceNetherlands
|
 |
Nike Black MambaUnited States
|
 |
Nike EPICUnited States
|
 |
Twitter ArmySouth Africa
*** WINNER ***With 1,000 people dying of Aids everyday in South Africa, Brothers For Life, a South African NGO, wanted to create a mass awareness campaign on the epidemic state of Aids. Using the power and influence of social media, 1,000 Twitter accounts were created on the eve of World Aids Day. Accounts tweeted every hour with messages from the perspective of an HIV positive sufferer encouraging others not to replicate their mistakes. Over twenty-four hours, the #HIVarmy hash tag was used to unite online communities worldwide. Armies of tweeters pushed the campaign into an international trending topic before each account was gradually terminated in a symbolic movement of death.
|
Best Use of Social Media Platform
 |
Drugs Set Your TimelineIsrael
|
 |
Ford Focus - DIY Zlaty rucickyCzech Republic
|
 |
R/GA The Social InterviewUnited States
|
 |
The Generous Store by Anthon BergDenmark
*** WINNER ***The Generous Store by Anthon Berg is a Danish pop-up cookie store concept that refused cash, credit, and check payment for its products. Instead, only promises of “good deeds” were accepted for its confections. Using Ipads as cash registers, “good deeds” were pledged on Facebook walls to fulfill the requirements on the respective deeds. Using Facebook as an online centerpiece ensured a wave of publicity and excitement that extended far beyond the brands normal reach.
|
 |
Ariel Fashion ShootSweden
|
Best Use of Mobile
 |
Showtime’s The Franchise Fan Cave CatchUnited States
|
 |
Carling Black Label - Be the CoachSouth Africa
*** WINNER ***This marketing campaign for South Africa’s Carling Black Label delivered an innovative mobile experience that every football fan/ coach has ever dreamed about. The campaign empowered fans to be the coach of their favorite teams and vote to make live player substitutions during game play. The Black Label beer bottles provided the call to action using hidden USSD codes in each Black Label bottle. Launched across all mobile devices, over 10.5 million votes were received in 7 weeks.
|
 |
Defy the darknessSweden
|
Best Use of Alternative Tools
 |
Nog Pong 2United States
|
 |
Keep The Meter RunningBennett Austin (based on work at Miami Ad School)
United States
|
 |
Ariel Fashion ShootSweden
*** WINNER ***To promote the Ariel detergent brand in Sweden, an interactive glass installation was set-up in Stockholm’s Central Station where a robot, armed with stain liquid gun, was set-up to squirt on 1,000 designer label shirts. Users were invited to login through Facebook where they could control the robot and stain the shirts. The goal was simple: aim, stain, and win a shirt! All stained clothes were washed live with Ariel Actilift and sent to each winner’s home.
|
Best Use of Ad Banners on Social Media Platform (NEW!)
 |
Klipdrft and Cola - Ngena Facebook Fan GrowthSouth Africa
|
 |
EA Battlefield 3 YouTube bannerGermany
*** WINNER ***The central theme of this Ad banner campaign was designed to develop a YouTube takeover campaign to capture the realistic nature of EA’s Battlefield 3 premier tactical shooter game. Gamers of all types were directed to click on specific banners where an integrated video would transport them to a battlefield scene. Using IP tracking, Google maps, and limited user information, the experience was designed to illustrate a battle experience right outside from their own homes. The channel was accessed over 300,000 times in two days.
|
Best Use of Analytic Tools
 |
The Camry EffectUnited States
*** WINNER ***The central theme of this Ad banner campaign was designed to develop a YouTube takeover campaign to capture the realistic nature of EA’s Battlefield 3 premier tactical shooter game. Gamers of all types were directed to click on specific banners where an integrated video would transport them to a battlefield scene. Using IP tracking, Google maps, and limited user information, the experience was designed to illustrate a battle experience right outside from their own homes. The channel was accessed over 300,000 times in two days.
|
 |
Barcel PlayMexico
|
Best Engagement with Customers
 |
Prius Goes Plural CampaignUnited States
|
 |
Quicar – The Volks-CampaignGermany
*** WINNER ***The Volkswagen carsharing project, Quicar – Share a Volkswagen, shared 200 Golf Bluemotion cars with the city of Hanover, Germany. Built around the concept of sharing, users were invited to share their impressions, questions, and experiences on the campaign’s Facebook fan page where popular responses were published on digital screens throughout the city. This powerful connection between social media and the digital space was a first of its kind. By using the strong connection between product and end user behavior, a new and engaging experience was born.
|
 |
The Generous Store by Anthon BergDenmark
|
 |
Ariel Fashion ShootSweden
|
Best Relationship with Blogs
 |
Prius Inspired BikeUnited States
*** WINNER ***Over the course of ten weeks, Toyota and Saatchi & Saatchi LA partnered with renowned bike builder Parlee Cycles to build the Prius X Parlee (PXP) concept bicycle. Fueled by Toyota’s cutting-edge technology, the PXP is a mind-controlled bicycle guided by a wireless helmet system that bridges brain waves to bicycle gears. Popular bicycle blogger, John Watson, covered the project from start to reality on his popular Prolly is Not Probably blog as well as on Toyota’s official blog. The concept bike captured the attention of millions of fans and was a special feature at SXSW 2012.
|
 |
Microsoft Lync Test DriveUnited States
|
 |
Danone Activia “Healthy habits”Romania
|
Best Reputation Management
 |
100 Cars for GoodUnited States
|
 |
Ideas for Good CampaignUnited States
*** WINNER ***In the wake of a public product recall that trembled the foundation of Toyota’s storied reputation, this campaign turned to Toyota’s millions of fans for help. Toyota opened a two-way conversation with its fans to help identify new ideas using Toyota technology that would benefit humankind. Using a cross channel media campaign, 5 ideas were developed into working prototypes with the help of Carnegie Mellon University.
|
Best Crisis Management
 |
“Like This”: American Airlines Responds Socially to Alec Baldwin IncidentUnited States
*** WINNER ***This campaign challenged the power of social media to counter a public American Airline’s complaint of a well-known American celebrity who had publicly decried the airline’s reputation on Twitter. Using Facebook and Twitter, the airline posted an official statement of defense of its policies and standards of conduct. The popular incident gained the attention of millions of online followers and was praised by legions of social influencers for its smart digital savviness.
|
 |
McDonald’s China 315 Crisis Management Leveraging Social MediaChina
|
Best Social CRM
 |
Compass Visa Social CRM campaignHong Kong SAR China
|
 |
eBay India Wins With Social CRMIndia
*** WINNER ***Designed to build eBay into India’s preferred e-commerce shopping destination, this campaign used themed content campaigns to engage India’s primary female audience. Blending Facebook’s CRM tools with eBay’s back-end processes, a new shopping experience provided customized deals, customer service attention, and value between seller and consumer. Themed Facebook wallposts drove traffic to eBay, which cemented the company’s status as India’s leading e-commerce community.
|
Best Branded Viral Video
 |
Yaris - It's a Car!United States
|
 |
Go Beyond the CoverCanada
*** WINNER ***This powerful video campaign was used to promote a new line of Dermablend Professional products designed to provide expert cosmetic coverage to consumers with skin conditions. This stunning video depicts the full body transformation of a well-known tattoo model being completely covered in cosmetic cream. The brands tagline “How do you judge a book?” is a powerful social message that turned this viral video into a global sensation.
|
 |
YouTube InterventionsSouth Africa
|
 |
K-Swiss MFCEO Funny or DieUnited States
|
Best Marketing Within Social Games
 |
Gears Of War 3- Butcher ShopCanada
*** WINNER ***In a move to excite both casual and loyal fans, this blood fueled social game brought a new level of excitement to its fans for the launch of its latest game installation. Microsoft XBOX 360 led gamers to decode cryptic urls to find secret clues to real world butcher shops in the form of collectible pieces of Locust warrior flesh. The pieces were used as VIP passes to an exclusive pre-launch party where gamers could first experience the Gear of War 3 game.
|
 |
Sobe Try Everything ChallengeUnited States
|
 |
Ariel Fashion ShootSweden
|
Best use of Geo-Location for Social Media Marketing (NEW!)
 |
MasterCard Food Truck FeastUnited States
*** WINNER ***MasterCard wants to promote its brand and its New York Priceless City campaign by offering New Yorkers a free lunch from food trucks across the city. On each of four Thursday’s between October and November, all loyal MasterCard fans had to do was like the company’s Facebook page, Tweet a hash tag reference to the event, or swipe their MasterCard to earn a complimentary meal. This fun and engaging event connected the power of social followers and foodies in a fresh new way.
|
 |
McDonalds – Kung Fu Panda IIChina
|
Best use of App for Social Media Marketing (NEW!)
 |
Heineken Music MatcherUnited Kingdom
|
 |
FedEx Shazam the Super BowlUnited States
|
 |
Tweet-a-BeerUnited States
*** WINNER ***Buying someone a beer has never been made easier. Just in time for the 2012 South by Southwest Interactive conference in Austin, Texas, Tweet-A-Beer combines popular Twitter and PayPal accounts to securely send someone a beer over the Internet. Powered by Twitter’s online payment app, Chirpify, the service deposits $5 in PayPal accounts that users can redeem for drink money. Senders can attach customized messages; identify current locations, and future meeting locations.
|
 |
Durex - Get in Sync GameUnited Kingdom
|
Best Tool or Technology for Social Media Marketing (NEW!)
 |
Network Against Breast CancerSpain
*** WINNER ***Raising breast cancer awareness is an important step for early breast cancer detection. With 1 out of 8 women affected in Spain at some stage in their lives, improved education and knowledge is an essential step for breast cancer survival. To support this fight in Spain, an Internet application was developed which acted like a viral tracking network. Over 300,000 recipients received messages in a 3-month period.
|
 |
Kraft Drives Offline and Online Word-of-Mouth Buzz with 10,000 House PartiesUnited States
|
 |
VO5 - Pliktisijiteur Pageant iAdUnited Kingdom
|
Best Student Work
 |
Spotify JukeboxCanada
|
 |
Amazon Kindle_Story MakerUnited States
|
 |
Keep The Meter RunningUnited States
*** WINNER ***This social advertising campaign was a fundraising initiative to help San Francisco's Homeless Youth Alliance. Designed to take advantage of local city bylaws, a bed was parked in a downtown city parking space to draw awareness to homeless youths and the lack of funding over their social care. This ingenious project gained the attention of social media outlets and, in one week, with just $108 of quarters and a twin sized bed, Bennett raised $43,000 for building beds in their shelter.
|
 |
Hire Us Or We'll Marry Each OtherUnited States
|
 |
Visit Japan - Post from JapanSweden
|
Best Social Media Marketing Theory
 |
Mass media to mash mediaSweden
|
 |
Love (and Sex) in the Age of Social MediaUnited States
*** WINNER ***Is social media redefining love? We know that social media has changed the way we live and now, we’ve slowly discovered how it’s affecting the way we build intimate relationships. Euro RSCG Worldwide surveyed 1,000 respondents in the United States to explore how the digital world has affected their lives in of love and intimacy. This marketing theory probes the new realities in exciting and decisive details.
|
Best Innovation
 |
Drugs Set Your TimelineIsrael
*** WINNER ***This creative campaign is the world’s first strategy using Facebook’s timeline feature. Launched by Israel’s Anti-Drug Authority, the campaign communicated a visual timeline of a fictional drug addict/ non-addict, Adam Barak, and the decisions affecting his life. Split between two sections, the campaign is a stunning representation of personal choices and their varying degrees of consequences.
|
 |
Tweet-a-BeerUnited States
|
 |
Haikus For HumbugsUnited States
|
Best Copywriting
 |
Yaris - It's a Car! CampaignUnited States
|
 |
K-Swiss: MFCEOUnited States
*** WINNER ***K-SWISS wanted to launch a new version of its Micro-Tubes training shoes in an existing saturated shoe category. To succeed, K-SWISS had to take a risk that most brands wouldn’t dare. Using HBO’s popular fictional character, Kenny Powers, the campaign positioned Powers against modern day global athletes in small acts of false bravado as he hypes the amazing virtues of the Micro-Tube shoe. With national television spots, digital campaigns, print, and outdoor installations supporting the launch, the creative propelled the shoe line into one of the brands most successful styles.
|
Best Art Direction
 |
Bokeh & Art on Valentine (Samsung NX Lens)South Korea
|
 |
United Colors of Benetton - UNHATEItaly / Netherlands
|
 |
Go Beyond the CoverCanada
*** WINNER ***This powerful video campaign was used to promote a new line of Dermablend Professional products designed to provide expert cosmetic coverage to consumers with skin conditions. This stunning video depicts the full body transformation of a well-known tattoo model being completely covered in cosmetic cream. The brands tagline “How do you judge a book?” is a powerful social message that turned this viral video into a global sensation.
|
Best Campaign
|
United Colors of Benetton - UNHATEItaly / Netherlands
|
 |
cafe scandinaviaJapan
|
 |
Go Beyond the CoverCanada
|
 |
Chevrolet Super Bowl XLVI CampaignUnited States
|
 |
K-Swiss: MFCEOUnited States
*** WINNER ***K-SWISS wanted to launch a new version of its Micro-Tubes training shoes in an existing saturated shoe category. To succeed, K-SWISS had to take a risk that most brands wouldn’t dare. Using HBO’s popular fictional character, Kenny Powers, the campaign positioned Powers against modern day global athletes in small acts of false bravado as he hypes the amazing virtues of the Micro-Tube shoe. With national television spots, digital campaigns, print, and outdoor installations supporting the launch, the creative propelled the shoe line into one of the brands most successful styles.
|
Agency of the Year
 |
Saatchi & Saatchi Los AngelesUnited States
*** WINNER ***Saatchi & Saatchi LA is a full-service agency with both traditional and digital capabilities, including media, creative, strategic planning, 3-D asset creation, design and event marketing. Known for its outstanding social media work, the agency has been recognized as a Facebook innovator and honored as the 2010 Social Media Agency of the Year by The Bees Awards. Saatchi LA is agency of record for Toyota Motor Sales, U.S.A., Inc., and also serves Toyota Dealer Associations and Toyota Financial Services. The L.A. office is the third largest in the global network of ideas company Saatchi & Saatchi, part of Publicis Groupe.
|
 |
MWW GroupUnited States
|
 |
360iUnited States
|
Bees Team Recognition
 |
In recognition of exceptional results and the demonstration of social media marketing power, the Bees Team mentions Benetton's campaign as a industry landmark of 2012.
United Colors of Benetton - UNHATEItaly / Netherlands
*** RECOGNITION ***United Colors of Benetton is a globally recognized fashion brand known not only for its quality and colorful clothing, but also for its provocative advertising campaigns. In a year of global financial instability, government distrust, and religious turmoil, the UNHATE campaign was launched to promote a culture of un-hate and tolerance. Never fearing controversy, the campaign utilized a mix of viral video, media, and print placements documenting half a dozen global leaders kissing each other in coordinated initiatives across the globe. The campaign received instant global media attention from Facebook fans to the Vatican.
|
2012 Winners & Nominees List
Best Use of Micro-Blogging Platform
| Citroën DS5 Twitter Race | Euro RSCG Amsterdam | Netherlands |
| Nike Black Mamba | R/GA | United States |
| Nike EPIC | R/GA | United States |
| WINNER : Twitter Army | Joe Public | South Africa |
Best Use of Social Media Platform
| Drugs Set Your Timeline | Mccann Erickson, tel-aviv | Israel |
| Ford Focus - DIY Zlaty rucicky | Mindshare | Czech Republic |
| R/GA The Social Interview | R/GA | United States |
| WINNER : The Generous Store by Anthon Berg | Robert/Boisen & Like-minded | Denmark |
| Ariel Fashion Shoot | Saatchi & Saatchi / MSL Nordic | Sweden |
Best Use of Mobile
| Showtime’s The Franchise Fan Cave Catch | OMD | United States |
| WINNER : Carling Black Label - Be the Coach | Ogilvy Cape Town | South Africa |
| Defy the darkness | Jung Relations | Sweden |
Best Use of Alternative Tools
| Nog Pong 2 | Saatchi & Saatchi LA | United States |
| Keep The Meter Running | Bennett Austin based on work at Miami Ad School | United States |
| WINNER : Ariel Fashion Shoot | Saatchi & Saatchi / MSL Nordic | Sweden |
Best Use of Ad Banners on Social Media Platform (NEW!)
| Klipdrft and Cola - Ngena Facebook Fan Growth | Quirk (Pty) Ltd | South Africa |
| WINNER : EA Battlefield 3 YouTube banner | Scholz & Volkmer GmbH | Germany |
Best Use of Analytic Tools
| WINNER : The Camry Effect | Saatchi & Saatchi LA | United States |
| Barcel Play | MPGMC | Mexico |
Best Engagement with Customers
| Prius Goes Plural Campaign | Saatchi & Saatchi LA | United States |
| WINNER : Quicar – The Volks-Campaign | kempertrautmann gmbh | Germany |
| The Generous Store by Anthon Berg | Robert/Boisen & Like-minded | Denmark |
| Ariel Fashion Shoot | Saatchi & Saatchi / MSL Nordic | Sweden |
Best Relationship with Blogs
| WINNER : Prius Inspired Bike | Saatchi & Saatchi LA | United States |
| Microsoft Lync Test Drive | Microsoft | United States |
| Danone Activia “Healthy habits” | STANDOUT | Romania |
Best Reputation Management
| 100 Cars for Good | Saatchi & Saatchi LA | United States |
| WINNER : Ideas for Good Campaign | Saatchi & Saatchi LA | United States |
Best Crisis Management
| WINNER : “Like This”: American Airlines Responds Socially to Alec Baldwin Incident | Weber Shandwick | United States |
| McDonald’s China 315 Crisis Management Leveraging Social Media | Slam PR | China |
Best Social CRM
| Compass Visa Social CRM campaign | Media Contacts Hong Kong | Hong Kong SAR China |
| WINNER : eBay India Wins With Social CRM | MSLGROUP | India |
Best Branded Viral Video
| Yaris - It's a Car! | Saatchi & Saatchi LA | United States |
| WINNER : Go Beyond the Cover | Agence Tuxedo | Canada |
| YouTube Interventions | Ogilvy Cape Town | South Africa |
| K-Swiss MFCEO Funny or Die | 72andSunny | United States |
Best Marketing Within Social Games
| WINNER : Gears Of War 3- Butcher Shop | MacLaren McCann | Canada |
| Sobe Try Everything Challenge | OMD | United States |
| Ariel Fashion Shoot | Saatchi & Saatchi / MSL Nordic | Sweden |
Best use of Geo-Location for Social Media Marketing (NEW!)
| WINNER : MasterCard Food Truck Feast | R/GA | United States |
| McDonalds – Kung Fu Panda II | Slam PR | China |
Best use of App for Social Media Marketing (NEW!)
| Heineken Music Matcher | TBG Digital | United Kingdom |
| FedEx Shazam the Super Bowl | OMD | United States |
| WINNER : Tweet-a-Beer | tenfour | United States |
| Durex - Get in Sync Game | Euro RSCG London | United Kingdom |
Best Tool or Technology for Social Media Marketing (NEW!)
| WINNER : Network Against Breast Cancer | Contrapunto Barcelona, S.L. | Spain |
| Kraft Drives Offline and Online Word-of-Mouth Buzz with 10,000 House Parties | House Party | United States |
| VO5 - Pliktisijiteur Pageant iAd | Euro RSCG London | United Kingdom |
Best Student Work
| Spotify Jukebox | Miami Ad School | Canada |
| Amazon Kindle_Story Maker | Miami Ad School | United States |
| WINNER : Keep The Meter Running | Miami Ad School | United States |
| Hire Us Or We'll Marry Each Other | Miami Ad School | United States |
| Visit Japan - Post from Japan | Berghs School of Communication | Sweden |
Best Social Media Marketing Theory
| Mass media to mash media | Prime | Sweden |
| WINNER : Love (and Sex) in the Age of Social Media | Euro RSCG Worldwide PR | United States |
Best Innovation
| WINNER : Drugs Set Your Timeline | Mccann Erickson, tel-aviv | Israel |
| Tweet-a-Beer | tenfour | United States |
| Haikus For Humbugs | G2 San Francisco | United States |
Best Copywriting
| Yaris - It's a Car! Campaign | Saatchi & Saatchi LA | United States |
| WINNER : K-Swiss: MFCEO | 72andSunny | United States |
Best Art Direction
| Bokeh & Art on Valentine (Samsung NX Lens) | inmD | South Korea |
| United Colors of Benetton - UNHATE | Fabrica / 72andSunny | Italy / Netherlands |
| WINNER : Go Beyond the Cover | Agence Tuxedo | Canada |
Best Campaign
| United Colors of Benetton - UNHATE | Fabrica / 72andSunny | Italy / Netherlands |
| cafe scandinavia | saatchi and saatchi fallon tokyo | Japan |
| Go Beyond the Cover | Agence Tuxedo | Canada |
| Chevrolet Super Bowl XLVI Campaign | Big Fuel | United States |
| WINNER : K-Swiss: MFCEO | 72andSunny | United States |
Agency of the Year
| WINNER : Saatchi & Saatchi Los Angeles | Saatchi & Saatchi LA | United States |
| MWW Group | MWW Group | United States |
| 360i | 360i | United States |
Bees Team Recognition
| ROYAL JELLY : United Colors of Benetton - UNHATE | Fabrica / 72andSunny | Italy / Netherlands |
..
Bees developed a well coded communication system to make their collective intelligence greater than each individual’s one. Like bees, social media is all about collective communication which calls for a new marketing expertise. The Bees Awards reward this new expertise.
 |
|
|
||
| Silver Sponsors | ||||
|---|---|---|---|---|
|
||||
|
||||
|
|
|
||
|
||||
|
||||
|
|
|
||
| Official Sponsors | ||||
 |
 |
 |
||
 |
 |
 |
||
|
|
|
||
| Media Partners | ||||
 |
 |
 |
||
 |
 |
 |
||
 |
 |
 |
||
 |
 |
 |
||
 |
 |
 |
||
 |
 |
|||
|
|
|
||
| Industry Partners | ||||
 |
 |
 |
||
 |
 |
 |
||
|
 |
|
||
