MMA 2014 Regional Smarties Shortlist Announced for LATAM and North America

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Submitted by on Mon, 08/25/2014 - 05:44

Impressive list of Brands and Agencies Push the Envelope on Mobile Marketing Across The Americas
 
New York, NY August 26, 2014 -- The Mobile Marketing Association (MMA), the leading global trade group for mobile marketing, today released the finalists for the coveted 2014 Regional Smarties™ Awards for both LATAM and North America. 
 
The shortlist is in addition to the recently announced Global Smarties Awards finalists and reflects the importance of mobile as central to a brand’s marketing mix. Now in its tenth year, the Smarties regional and global programs provide very tangible benchmarks around mobile marketing creative and effectiveness. 
 
“The MMA Regional Smarties Awards Program reflects a movement afoot around the explosive mobile marketing industry,” said Sheryl Daija, Chief Strategy Officer, MMA. “One thing is very clear - those brands that are investing heavily in pushing the mobile envelope are leapfrogging their competition in significant ways forging much stronger bonds and loyalty with their consumers.”
 
“Each year that passes by the mobile industry gets stronger and more mature in LATAM and is a good reflection of how brands and agencies are embracing mobile to transform their businesses and get closer to their consumers,” said Fabiano Destri Lobo, MD, MMA LATAM.
 
The 2014 Smarties shortlist include the following submissions:
 
NORTH AMERICA
MARKETING STRATEGY AWARDS
 
Brand Awareness
Ford for 2013 Ford Fiesta Movement
Dunkin’ Donuts for Dunkin’ Donuts: Running With Friends
Procter & Gamble Pantene for Pantene Weather Program
USA TODAY for USA TODAY ‘Know Your News Sources’ dinner party digital game
 
 
Lead Generation / Direct Response / Conversion 
1-800-FLOWERS.COM for 1-800-FLOWERS.COM Mobile Marketing
OpenTable for dynamic Personalized Retargeting for Mobile App Users
Pernod Ricard for The Cask by The Glenlivet
The Home Depot for The Home Depot Black Friday Mobile Campaign
 
Product / Services Launch 
Greater Fort Lauderdale Convention & Visitors Bureau for Goodbye Chilly. Hello Sunny.
NCAA Digital for NCAA March Madness Live
Outspoken for Passbook by Outspoken
Ferrero Canada Ltd / TIC TAC for TIC TAC Flavour Faceoff
 
Social Impact / Not For Profit 
NAMI NYC Metro for I Will Listen
PETA for PETA Taps Integrated Mobile Campaigns to Rally Viral Advocacy and Help Animals
 
Wearables Impact on Marketing (NEW)
Walgreens for Balance Rewards
Kenneth Cole for Mankind by Kenneth Cole Google Glass App
Trellie Inc. for Mob – Influencer Campaign
Nike for Win the Hour
 
CHANNEL/MEDIA STRATEGY AWARDS
 
Cross Media Integration 
Dunkin’ Donuts for #DunkinReplay
Citi for Citi Bike
Procter & Gamble Pantene for Pantene Weather Program
The Weather Channel for The Weather Channel App for iPhone
 
Cross Screen Advertising 
NAMI NYC Metro for I Will Listen
Marriott Rewards for Marriott Mobile Check-In
Sony Electronics for SONY 4K ULTRA HD TV LAUNCH
Applebee’s for Spicing Things Up Cross-Platform
 
Messaging 
Sony Music for Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction
 
Mobile App 
Norman Parathyroid Center for Calcium Pro
Citi for Citi Bike
Glasses.com for Laura Cartier
Nike for The Nike SB App
 
Mobile Website 
BlueCross BlueShield of Tennessee for BCBST.com Redesign
Lincoln for Lincoln.com Mobile Site Redesign
Sam’s Club for Sam’s Club 2013 Holiday Mobile Web Initiative
 
Native Advertising (NEW)
BENGAY® for BENGAY – CHAMPIONING MOVEMENT, IN THE MOMENT
Robert Mondavi – Private Selection for Robert Mondavi – Private Selection
Taco Bell for Taco Bell Breakfast Launch
FamilyShare Network for Tamagotchi LIFE
 
Tablet Campaign 
Jack in the Box for “Late Night Slot Machine”
Lincoln for 2013 MKZ/29HD Tablet Magazine Integration
 
Innovation 
Lincoln for 2013 MKZ/29HD Tablet Magazine Integration
JetBlue for Air on the Side of Humanity
Ford for Ford Transit Combinator
Procter &Gamble  / Oral-B for Oral-B Bluetooth-Connected Electric Toothbrush and Application
Purina for Purina Trust
 
Location Based 
Little Caesars for Little Caesars
Panera Bread for Panera Bread Favorites
Procter & Gamble Pantene for Pantene Weather Program
Marriott International / Renaissance Hotels for SUN ACTIVATED ADVERTISING
 
mCommerce 
1-800-FLOWERS.COM for 1-800-FLOWERS.COM Mobile Marketing M-Commerce
Sam’s Club for Sam’s Club 2013 Holiday Mobile Web Initiative
 
Video / Rich Media 
Disney for Disney Infinity
Macy’s for Macy’s Inc. Tablet Lookbook
Subaru of America, Inc. for Subaru Motorsports Mobile App
 
 
LATAM
MARKETING STRATEGY AWARDS
 
Brand Awareness Suvinil for Crie Suvinil
DeVry Brasil for DeVry Study Monitor
Televisa for Televisa
Coca-Cola for Volvamanos Locos
 
Product / Services Launch
Claro for Talion
 
Social Impact / Not For Profit
Casa da Criança Santo Amaro for WhatsApp Storytellers
 
 
CHANNEL/MEDIA STRATEGY AWARDS
Cross Media Integration
Reckitt Benckiser / SBP for Andrea Orsolon
Penguin Books Companhia das Letras for Listen Literature
Televisa Televisión for Televisa
Consejo de Promocion Turistica de Mexico for visit Mexico
Coca-Cola for Volvamanos Locos
 
Mobile App
Suvinil for Crie Suvinil
Mondelez / Club Social for Possibiland
Televisa Televisión for Televisa
Coca-Cola for Volvamanos Locos
 
Mobile Website
Claro for Talion
 
Innovation
Reckitt Benckiser / SBP for Andrea Orsolon
Claro for Talion
Televisa for Televisa
Giraffas for The Goal Screen
 
Location Based
Reckitt Benckiser / SBP for Andrea Orsolon
Mondelez / Club Social for Possibiland
Coca-Cola for Volvamanos Locos
 
The LATAM and North America Smarties award winners will be announced as part of the Global Smarties Gala on Wednesday, October 1, 2014, culminating the mobile marketing’s flagship MMA SM2 Innovation Summit, in New York City. For more information on the Smarties, please visit: www.mmaglobal.com/events/the-smarties/2014/overview
 
 
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, from nearly fifty countries around the world. Our members hail from every faction of the 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; to cultivate inspiration by driving the innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for the marketing organizations through fostering know- how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and advocacy. Additionally MMA industry-wide committees work collaboratively to develop and advocate global best practices and lead standards development. 
 
Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include, American Express, AdChina, Colgate - Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oréal, MasterCard, McDonald’s, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more. The MMA’s global headquarters are located in New York with regional operations in Europe/Middle East/Africa (EMEA), Latin American (LATAM) and Asia Pacific (APAC). For more information about the MMA please visit www.mmaglobal.com   
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