Mobile Marketing Association (MMA), 2015 Global Smarties Awards
NEW YORK, NY — FunMobility is excited to join the prestigious list of mobile marketing agencies whose work has been nominated for the Mobile Marketing Association’s (MMA) 2015 Global Smarties Awards, honoring the best and most innovative mobile marketing campaigns of the year, from all over the world.
The nominated campaign — Chiquita and Universal Pictures’ cross-screen, cross-media promotion “Minions Love Bananas” — connected an offline product (bananas) to an engaging digital experience, collecting opt-ins for a massive online audience database in the process. Medical-grade image recognition technology allowed in-store shoppers to scan 32 different collectible Minions stickers on Chiquita bananas — unlocking new digital content, prizes, and sweepstakes entries.
Mobile Marketing Association Smarties Nominee: “Minions Love Bananas”
Take a look at the “Minions Love Bananas” Website
Related: Chiquita Re-Invents The Modern Sweepstakes: Opt-Ins, Engagement, Retention
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“By continuing to honor the best and brightest work for innovation, creativity and bravery across mobile marketing, the MMA Global Smarties Awards Program serves as an inspiration and beacon for marketing and agency leaders to keep striving for even greater integration of mobile as a key competitive advantage. We are seeing ever more progressive and unique approaches to using mobile as a way for marketers to connect more closely to their consumers.” — Sheryl Daija, Chief Strategy Officer, MMA.
The finalists and winners will be honored at the annual Global Smarties Awards show, hosted by Jason Jones (formerly of The Daily Show) on day one of the MMA SM2 Innovation Summit during Advertising Week in New York City. The 2015 show will be held on September 28, at Pier Sixty overlooking the Hudson River.
Full List of Nominees
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“This year’s shortlist shows how creativity, innovation and analytics across all mobile formats continue to mature. It is clear that mobile has become an ever increasing primary route to engaging and reaching consumers in a powerful way. This diverse shortlist offers a unique perspective from around the planet.” – Daniel Bonner, Chief Creative Officer of Razorfish Global.
CHANNEL / MEDIA STRATEGY AWARDS
Cross Media / Cross Mobile Integration
- Chiquita, Universal Pictures / FunMobility for “Minions Love Bananas 2015”
- 1-800-Flowers.com / 1-800-Flowers.com, Inc for “Make Mom Smile”
- Red Coke/ Coca Cola Roja / SCLBITS for “Coca Cola Share a Coke Brand Awareness”
- Unilever / Axe Black / J.Walter Thompson Manajans for “Silent Entertainment”
- Viso, Unilever Vietnam / MindShare Vietnam for “New White Shirt, New Beginning”
Cross Screen Advertising
- Hungry Lion / Yonder Media in partnership with the MediaShop for “Hungry Lion Lucky Bucket Campaign”
- LA Dodgers / R/GA for “LA Dodgers Digital Trading Room”
- Reckitt Benckiser / Durex / Havas Worldwide London for “Durex Explore”
- Unilever / Axe Black / J.Walter Thompson Manajans for “Silent Entertainment”
Marketing within a Mobile Gaming Environment
- DoSomething.org / Mobile Commons for “The Bully Text: Superstar Edition”
- Popeyes Louisiana Kitchen / Mithun, Inc. for “Red Stick Stardown: A Game of Chicken”
- Zespri / Mindshare China for “How Zespri Got Kids Across China to Slice 18 Billion Kiwis”
Messaging
- Colgate Palmolive (India) Ltd / Red Fuse Communications for “Spreading a million smiles with a mobile”
- DoSomething.org / Mobile Commons for “Science Sleuth”
- DoSomething.org / Mobile Commons for “The Bully Text: Superstar Edition”
- Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
Programmatic
- DSW / Xaxis for “Xaxis & DSW Cross Screen Campaign”
Mobile App
- AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
- Chick-fil-A / Bottle Rocket for “Chick-fil-A App”
- Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
- Target Corporation / SapientNitro for “Target Holiday Wish List”
Mobile Native
- Adidas / Opera Mediaworks for “adidas, Carat & TBWA/Digital Arts Network Discover the Power of Mobile-First Storytelling”
- Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
- State Farm / Rovio Entertainment for “State Farm + Angry Birds Seasons NBA Episode Campaign”
- Universal Pictures / Mindshare Spain for “Draw your own Boxtroll”
Mobile Search
- Ford Ranger / Mindshare Philippines for “Waze to Drive”
- HotelTonight / HotelTonight for “HotelTonight Uses Deep Linking to Accelerate Growth in Mobile Search Marketing”
- We Energies / Pure Oxygen Labs for “We Energies Transforms Power Outage Experience with Mobile Search”
Mobile Social
- Dunkin’ Donuts & Trilia/Hill Holliday / Trilia/Hill Holliday for “Dunkin’ Donuts Shark Week”
- Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
- Nike / Razorfish for “Razorfish – Nike 2014 World Cup mobile Alphonso – Mobile Social”
- Old Navy / Old Navy for “Emoodji”
- Sunsilk Shampoo, Unilever Vietnam / Mindshare Vietnam for “The Language of Hair”
Mobile Website
- Colgate-Palmolive / Irish Spring Signature for Men / Cohn & Wolfe for “What’s Your Signature Say About You?”
- Heineken / R/GA London for “Heineken @WhereNext”
- Nutry / Ginga for “Nutry Labs”
- Old Navy / Old Navy for “Emoodji”
- Rexona, Unilever / Mindshare Thailand for “The Power of Multi-screening”
Tablet Campaign
- Intel / Current Studios for “Intel Mars Rover Experience”
- LA Dodgers / R/GA for “LA Dodgers Digital Trading Room”
ENABLING TECHNOLOGIES AWARDS
Innovation
- AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
- Equinox / R/GA for “The Pursuit by Equinox”
- Peugeot / Webtraffic for “Peugeot Panorama Mobile”
- Unilever/Rexona / Mindshare Turkey/Wanda/Mobilike for “Who Does More?”
- Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Location Based
- Ford Ranger / Mindshare Philippines for “Waze to Drive”
- Heineken / R/GA London for “Heineken @WhereNext”
- Hellmann’s / Mindshare “Delivering Inspiration at Point of Sale”
- Unilever / Lifebuoy / InMobi PTE Ltd and Mindshare Indonesia for “Lifebuoy Flood”
- Victorian Electroral Commission / MNET MOBILE for “Vote Victoria”
Mobile Payments
- Virgin Mobile Australia / StarcomMediavest Group for “Meal For A Meal”
Mobile Video
- HotelTonight / AppLovin for “HotelTonight Lets You Plan Less, Live More in Mobile Video Ad Campaign”
- Nike / Razorfish for “Razorfish – Nike 2014 World Cup mobile Alphonso – Mobile Video”
- Red Coke/ Coca Cola Roja / SCLBITS for “Coca Cola Share a Coke Brand Awareness”
- Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
The Internet of Things
- AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
- Hammerhead Navigation / R/GA for “Hammerhead”
- LISNR / R/GA + LISNR for “LISNR”
- Nike / R/GA for “Nike+ Running on Samsung Gear S”
- Oral-B / iconmobile for “Oral-B SmartSeries Mobile Application”
- Owlet Baby Care / R/GA + Owlet Baby Care for “Owlet”
- Team Detroit / Ford / Team Detroit for “2015 Ford Beacon & Wi-Fi Experience”
MARKETING STRATEGY AWARDS
Brand Awareness
- Cornetto, Unilever / Mindshare Malaysia for “The Ghost is Calling”
- DSW / Xaxis for “Xaxis & DSW Cross Screen Campaign”
- Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
- Nike / Razorfish for “Razorfish – Nike 2014 World Cup mobile Alphonso – Brand Aware”
- Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
Lead Generation
- AUDI AG / Razorfish Germany for “Audi TT Brochure Hack”
- Inmarko / Brandtone for “Inmarko ice cream”
- Pop-Tarts / Pandora for “Pop-Tarts Crazy Good Summer”
- Unilever / Axe Black / J.Walter Thompson Manajans for “Trending Outdoor”
Product / Services Launch
- Hammerhead Navigation / R/GA + Hammerhead Navigation for “Hammerhead”
- Mercedes-Benz USA / Razorfish for “Build a GLA on Instagram”
- Popeyes Louisiana Kitchen / Mithun, Inc. for “Red Stick Stardown: A Game of Chicken”
- Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
- Xbox / Razorfish for “Halo: Starscope”
- Dunkin’ Donuts Indonesia / PT Telekomunikasi Selular, Tbk (TELKOMSEL) for “DONUTS WONDERLAND”
- Marriott Mobile App / Marriott International for “1 Millionth Mobile Check-in Promotion”
- Nekoosa Paper / Trekk for “Nekoosa Tradeshow Traffic Driver”
- Virgin Mobile Australia / StarcomMediavest Group for “Meal For A Meal”
- Volvo Cars North America / R/GA for “The XC90 Experience in Volvo Reality”
- Bru / Brandtone for “Bru Coffee – 360° – 365 days always-on engagement”
- Huggies / Kimberly Clark Levers Ltd. for “Huggies Mobile Recharge Campaign”
- KappAhl / Mobiento for “Life & Style all mobile loyalty club”
- Lifebuoy, Unilever / Mindshare Pakistan for “Bond of Love on the Mother’s Day”
- Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
- Campari America / Kiip & mSIC for “Kiip & Campari America’s CSR Campaign”
- Haciko / mobilike for “BarkBeacon: A Modern Fable”
- Singapore Red Cross / MRM/McCann for “The Red Cross Connection”
- United Nations Mine Action Service / Critical Mass for “Sweeper”
- Daniel Bonner, Chief Creative Officer, Razorfish Global
- Volkan Biver, Co-Founder/Managing Director, Mobilike
- Dustin Bomar, VP Digital Acquisition and Brand Marketing, Hilton Worldwide
- Christopher Cobb, Executive Creative Director, Second Story, SapientNitro
- Kristen D’Arcy, VP Global Digital, Coty Inc
- Mark Egan, Chief Client Officer, The Americas, Maxus
- Jim Ensign, VP Global Digital Marketing, Papa Johns International Inc.
- Karie Ford, VP Media, Subway
- Luis Spencer Freitas, Regional Consumer Experience Director, Pernod Ricard
- Kimberly Gnatt, Global Group Director, Digital Marketing, The Coca-Cola Company
- Elyssa Gray, Director, Head of Creative and Media, NA Marketing, Global Consumer Marketing & Internet Office (GCMIO) Citi
- Trisha Habucke, Digital Marketing Manager, Ford Motor Company
- Hans Helbig, Global Head of Digital Marketing, Reckitt Benckiser
- Tom Hoehn, Sr Director, Digital Marketing/Social Media, Walmart
- Jason Levine, VP Global Marketing, Mondelez International
- Jeremy Lockhorn, VP Emerging Media + US Mobile Lead, Razorfish
- Tomas Bleier Van Meerbeke, Managing Director, Mobext Mexico
- Lou Paskalis, SVP Enterprise Media Executive, Bank of America
- Pedro Del Priore, Partner and CEO Agencia Ginga
- Brandon Rhoten, VP Digital & Social Media, Wendy’s International
- Francie Staub, Director of Digital Marketing, TD Ameritrade
- Danielle Tiedt, VP YouTube Marketing, Google/YouTube
- Gail Tifford, Senior Director Media and Engagement Strategy, North America, Unilever
- Alison Tsoi, Creative Director, AKQA
Promotion
Relationship Building / CRM
Social Impact / Not for Profit
Jury
The jury panel includes representatives from some of the biggest brands and agencies in the mobile marketing ecosystem:
Chair:
Panel: