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As mobile technology and capabilities advance, creativity in the mobile marketing space continues to evolve. To architect benchmarks and award best-in-class mobile work from around the world, the Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry, today released the 2013 Smarties™ shortlist.
Now in its ninth year, the Smarties™ is the only global mobile marketing awards program that celebrates excellence within the mobile industry. With submissions from over 36 countries, the Smarties™ shortlist represents the best and brightest work for innovation, creativity and bravery across the mobile marketing and advertising ecosystem.
“When reviewing the submissions, it is immediately apparent that mobile is at a tipping point. There were many integrated campaigns that used a number of traditional and digital platforms, but mobile was the core of the brand outreach. Without mobile, the entire campaign would have fallen apart,” said Sheryl Daija, Chief Strategy Officer, MMA. “Mobile may not be the biggest screen for storytelling. But the biggest creative revolution of our times is happening on the smallest screen.”
The Smarties™ jury met in New York last week to review the submissions, compare the top contenders against the category criteria and vote for the strongest campaigns. The objective of the jury was to ensure that the Smarties™ continues to push boundaries and recognize the world’s leading companies and executives in the burgeoning mobile industry.
“Mobile is a segment of marketing that is continually evolving. Only a few years ago, mobile was a communication tool and now we are seeing mobile transform businesses to bring brands and consumers closer than ever before. The Smarties™ inspires the industry to reimagine their marketing strategies with mobile at the helm and move the needle for mobile marketing innovation,” said Daija.
The Smarties™ categories fall under the headings of Marketing Strategy, Channel/Media Strategy and Enabling Technologies. The 2013 Smarties™ shortlist include the following submissions:
• Marketing Strategy Awards
• Brand Awareness
• Delta Airlines and Microsoft Corp for “DELTA ADS IN APPS” USA/NA
• Discovery Channel and OMD for “Gold Rush Season 3” USA/NA
• Gatorade and OMD for ‘"Bolt!" Mobile Game Integration’ USA/NA
• Intel UK and OMD UK for “OMD UK” UK/EMEA
Lead Generation / Direct Response / Conversion
• Coca Cola Company LATAM and Enyetech for “Coca-Cola FM” Argentina/LATAM
• Colgate Palmolive (India) Ltd and MEC India for “How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela” India/APAC
• Kontor Records GmbH and Ogilvy Germany for “Back to Vinyl - The Office Turntable” Germany/EMEA
• PepsiCo and Brandtone for “Credit for Torcida (Crédito para Torcida)” Brazil/LATAM
Product / Services Launch
• Mercedes and Maxus for “#YOUDRIVE” UK/EMEA
• Panera Bread and Maxus for “Panera Bread - Pasta Launch” USA/NA
• Samsung Galaxy Camera and Starcom MediaVest Group for “Life's a Photo. Take It.” USA/NA
• SEAT and Movement for “Leon 5 Door Mobile Webspecial” UK/EMEA
Promotion
• Coca-Cola Korea Company / Coke and The Slate for “Coke Youth Recruitment Campaign 'Coke PLAY'” Korea/APAC
• HBO and PHD for “Home Entertainment Holiday” USA/NA
• Hungry Lion and Yonder Media for “Hungry Lion Mobile Coupon Campaign” South Africa/EMEA
• Ruby Tuesday and ExactTarget for “Ruby Tuesday Uses Mobile To Drive Dinner and a Movie Success” USA/NA
Relationship Building / CRM
• Carvalho Hosken and Artplan for “The Social Home Tour 2.0” Brazil/LATAM
• Samsung Telecommunications America and Razorfish for “Samsung Share to Go” USA/NA
• TIM and R/GA Sao Paulo for “TIM Beta BlaBlaMeter” Brazil/LATAM
• Unilever Foods and Brandtone for “Soup in Every Stew” South Africa/EMEA
Social Impact / Not For Profit
• DASK and Turkcell İletişim Hizmetleri A.Ş. for “DASK” Turkey/EMEA
• Greenpeace and Must Mobile for “Greenpeace Arctic Experience” Switzerland/EMEA
• Halls and AD2C - Pinnacle for “Halls Breathe The Change - 200,000 Breaths that Changed the Life of a Village” India/APAC
• Swedish Afghan Committee and Mobiento for “Donate a word via SMS” Sweden/EMEA
Channel/Media Strategy Awards
Cross Media Integration
• Chicago Shakespeare Theater and Arc Worldwide/Leo Burnett for “Will and George Come to Life” USA/NA
• Excella Cooking Oils & Mayonnaise and Mobitainment for “The Excella-nt Competition” South Africa/EMEA
• Ford Motor Company and Team Detroit for “Ford Mustang Customizer Multi-Media” USA/NA
Mercedes and Maxus for “#YOUDRIVE” UK/EMEA
Cross Mobile Integration
• Coca Cola Company LATAM and Enyetech for “Coca-Cola FM” Argentina/LATAM
• Ford Motor Company and Team Detroit for “Ford Racing Mobile Integration” USA/NA
• Hungry Lion and Yonder Media for “Hungry Lion Mobile Coupon Campaign” South Africa/EMEA
• Rdio and Horizon Media for “Rdio Launch” USA/NA
In-App or Gaming Advertising:
• Beam Inc., Sauza Tequila and Microsoft Advertising for “Beam Inc., Sauza ‘Girls Night’ Mobile Party Planner” USA/NA
• DreamWorks Animation for “Turbo Racing League / $1,000, 000 Shell-Out” USA/NA
• ESPN / X Games and SapientNitro for “X Games Digital Platform // Mobile” USA/NA
• Ray Donovan and Showtime Networks for “Ray Donovan NY Times App Takeover” USA/NA
• Toyota and The Weather Company for “The Weather Channel Android App Redesign” USA/NA
Messaging
• Colgate Palmolive (India) Ltd and MEC India for “How Colgate turned the Maha
• Kumbh Mela into the Maha Tech Mela” India/APAC
• Nestle India and Maxus India for “Nescafe Moodies” India/APAC
• PepsiCo and Brandtone for “Credit for Torcida (Crédito para Torcida)” Brazil/LATAM
• Swedish Afghan Committee and Mobiento for “Donate a word via SMS” Sweden/EMEA
Mobile App
• Chuck E. Cheese's and The Richards Group for “Chuck E. Say Cheese!” USA/NA
• iGaranti and Garanti Bank for “iGaranti” Turkey/EMEA
• Johnson & Johnson and JWT New York for “ZYRTEC® AllergyCast™ App With Symptom Tracker” USA/NA
• Kettler and iconmobile GmbH for “Kettler S-FIT App” Germany/EMEA
• KK WOMEN'S MAGAZINE and Mobiento for “KK Søtt” Sweden/EMEA
Mobile Website
• Abercrombie & Fitch and R/GA for “The A&F Forecast” USA/NA
• Mahou-San Miguel and Mobile Dreams Factory for “WHICH COLOUR IS MADRID?” Spain/EMEA
• Nike and R/GA for “NIKEiD Mobile” USA/NA
• SEAT and Movement for “Leon 5 Door Mobile Webspecial” UK/EMEA
Tablet Campaign
• Avis Rental Car and Starcom MediaVest Group for “Avis Takes Advertising into New Frontier with iPad Accelerometer” USA/NA
• Coca Cola Company LATAM and Enyetech for “Coca-Cola FM” Argentina/LATAM
• Nike and R/GA for “Nike Primetime” USA/NA
• Sauza and Vibes for “Make It With A Lifeguard” USA/NA
Use of Mobile Social Media
• Carvalho Hosken and Artplan for “The Social Home Tour 2.0” Argentina/LATAM
• Nestle India and Maxus India for “Nescafe Moodies” India/APAC
• RICH Secco and Cheil Germany GmbH for “THE RICH B!TCH FRIDGE” Germany/EMEA
• TIM and R/GA Sao Paulo for “TIM Beta BlaBlaMeter” Brazil/LATAM
Enabling Technologies Awards
Innovation
• Audi and Somo for “Audi A3 iPad app” UK/EMEA
• Coca-Cola Korea Company / Coke and The Slate for “Coke Youth Recruitment Campaign 'Coke PLAY'” Korea/APAC
• Samsung Telecommunications America and Razorfish for “Samsung Share To Go” USA/NA
• United Nations Association of Germany and Cheil Germany for “Free the Forced” Germany/EMEA
Location Based
• Mahou-San Miguel and Mobile Dreams Factory for “WHICH COLOUR IS MADRID?” Spain/EMEA
• O2 and R/GA London for “O2 Priority Moments for Independent Business” UK/EMEA
• O2 and R/GA London for “O2 Priority Sports” UK/EMEA
• Quiznos and Sense Networks for “Quiznos Taps Sense Networks for Location and Behavior Targeting Campaign” USA/NA
mCommerce
• Levi's and OMD for “Flipboard Social Catalog” USA/NA
• Nike and R/GA for “NIKEiD Mobile” USA/NA
• Sam's Club and Rockfish for “Sam's Club Mobile 3.0 Apps for Android and iPhone” USA/NA
• Sushi Pop and Must Mobile for “Sushi Pop Mobile Commerce Strategy” Argentina/LATAM
Video / Rich Media
• Billboard Magazine and Ogilvy & Mayher São Paulo for “The End of Silent Magazine” Brazil/LATAM
• Coca Cola Company LATAM and Enyetech for “Coca-Cola FM” Argentina/LATAM
• Kraft Foods Deutschland GmbH and YOC Mobile Advertising GmbH for “YOC Touch and Play Ad Philadelphia with Milka” Germany/EMEA
• Nestlé Drumstick and Smith Brothers Agency for “Nestlé Drumstick Weather-Triggered Mobile Ad” USA/NA
Ray Donovan and Showtime Networks for “Ray Donovan NY Times App Takeover” USA/NA
In addition to the categories outlined, there will also be Industry Awards presented to recognize the top executives, agencies, companies and ideas. The Smarties™ award winners will be announced at a global ceremony on Wednesday, September 25, 2013, culminating the MMA’s Advertising Week conference, SM2, in New York City. For more information on the Smarties™, please visit the website.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (mmaglobal.com | mobilemarketingforum.com) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.
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rebecca.laming[.]mmaglobal.com 
