MMA Unveils 2014 Regional Smarties Winners for LATAM and North America


New York (PRWEB) October 01, 2014

The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, today announced the winners of the coveted 2014 Regional Smarties for LATAM and North America. After months of deliberation by a panel of leading marketers and mobile experts, the MMA announced the winners at an awards gala culminating its annual SM2 Innovation Summit.

Now in its tenth year, the Smarties regional programs provide very tangible benchmarks around mobile marketing creative and effectiveness. Winners were selected from over thousands of entries from North America and LATAM.

“We saw a record number of incredibly strong entries for our Regional Smarties this year,” said Sheryl Daija, chief strategy officer, MMA. “It’s clear that brands in both North America and LATAM are innovating in the mobile space like never before and are investing heavily in finding new and creative ways to build stronger bonds and better loyalty with their customers.”

Awarded “Best in Show” in LATAM, Heineken and PorQueNão? provided a unique understanding of the Brazilian premium sales channel and its consumers through its Heineken Delegates campaign. Using mobile, Heineken established a two-way conversation with consumers to learn their experiences at various points of sale (POS) and rewarded them with prizes. This valuable data provided the company with actionable data and a unique analysis on the strengths and weaknesses of each POS.

Taking the same honor in North America, Sony Electrics, UM and Amazon Media Group, introduced consumers to Sony’s brand new 4K Ultra HD TV through a seamless, cross-device mobile experience. Through optimizing creative for each mobile channel, the product’s unique features, including 4K ultra high definition and a brilliant color display, were brought to life in a extremely impactful way.

“There’s no doubt that the mobile industry is continuing to mature in LATAM,” said Fabiano Destri Lobo, managing director, MMA LATAM. “We’re excited that more and more companies in the region are turning to mobile to create and deliver meaningful customer experiences that build awareness.”

2014 REGIONAL SMARTIES AWARD WINNERS / NORTH AMERICA:

Best In Show

Sony Electronics and UM and Amazon Media Group

Sony 4K Ultra HD TV Launch

USA

MARKETING STRATEGY AWARDS

BRAND AWARENESS

Gold

Dunkin’ Donuts and Hill Holliday

Dunkin’ Donuts: Running With Friends

USA

Bronze

USA TODAY

USA TODAY ‘Know Your News Sources’ Dinner Party Digital Game

USA

LEAD GENERATION / DIRECT RESPONSE / CONVERSION

Gold

The Home Depot and Carat & The Richards Group

The Home Depot Black Friday Mobile Campaign

USA

Bronze

OpenTable and AppLovin

Dynamic Personalized Retargeting For Mobile App Users

USA

PRODUCT / SERVICES LAUNCH

Silver

Greater Fort Lauderdale Convention & Visitors Bureau and Starmark

Goodbye Chilly. Hello Sunny.

USA

Bronze

Outspoken

Passbook by Outspoken

USA

SOCIAL IMPACT / NOT FOR PROFIT

Silver

NAMI NYC Metro and JWT New York

I Will Listen

USA

Bronze

People for the Ethical Treatment of Animals and Waterfall

PETA Taps Integrated Mobile Campaigns to Rally Viral Advocacy and Help Animals

USA

WEARABLES IMPACT ON MARKETING

Gold

Walgreens

Balance Rewards

USA

Silver

Nike and R/GA New York

Win the Hour

USA

Bronze

Kenneth Cole and Ready Set Rocket

Mankind by Kenneth Cole Google Glass App

USA

CHANNEL MEDIA STRATEGY AWARDS

CROSS MEDIA INTEGRATION

Gold

Dunkin’ Donuts and Hill Holliday

#DunkinReplay

USA

Silver

Citi and Publicis Kaplan Thaler

Citi Bike

USA

Bronze

Proctor & Gamble Pantene and Arc Worldwide + Starcom MediaVest Group

Pantene Weather Program

USA

CROSS SCREEN ADVERTISING

Gold

Sony Electronics and UM and Amazon Media Group

Sony 4K Ultra HD TV Launch

USA

Bronze

Applebee’s and YouMe & BPN

Spicing Things Up Cross-Platform

USA

MESSAGING

Gold

Sony Music and Kik Interactive

Sony Records, IPG Media Lab and Kik Launch First Global Music Marketing Campaign with One Direction

USA

MOBILE APP

Gold

Nike and R/GA New York

The Nike SB App

USA

Silver

Glasses.com and LUXOTTICA

Glasses.com 3-D virtual Try-on App

USA

Bronze

Citi and Publicis Kaplan Thaler

Citi Bike

USA

MOBILE WEBSITE

Gold

Lincoln and Team Detroit

Lincoln.com Mobile Site Redesign

USA

NATIVE ADVERTISING

Silver

Taco Bell and DigitasLBi

Taco Bell Breakfast Launch

USA

TABLET CAMPAIGN

Gold

Lincoln and Team Detroit

2013 MKZ/29HD Tablet Magazine Integration

USA

ENABLING TECHNOLOGIES AWARDS

LOCATION BASED

Gold

NEUTROGENA and Ansible

SUN ACTIVATED ADVERTISING

USA

Silver

Panera Bread and Maxus

Panera Bread Favorites

USA

Bronze

Proctor & Gamble Pantene and Arc Worldwide + Starcom MediaVest Group

Pantene Weather Program

USA

VIDEO / RICH MEDIA

Silver

Disney and 4D and AdColony

Disney Infinity

USA

Bronze

Macy’s and PadSquad

Macy’s Inc Tablet Lookbook

USA

INNOVATION

Silver

Lincoln and Team Detroit

2013 MKZ In-Taxi NFC Test

USA

Bronze

P&G / Oral-B and iconmobile Group

Oral-B Bluetooth-Connected Electric Toothbrush and Application

USA

Bronze

Purina and Deep Focus

Purina Trust

USA

2014 REGIONAL SMARTIES AWARD WINNERS / LATIN AMERICA:

Best In Show

Heineken and PorQueNão?

Heineken Delegates

Brazil

MARKETING STRATEGY AWARDS

BRAND AWARENESS

Gold

Coca-Cola and Flock

Volvámonos Locos

Mexico

Silver

Televisa and Comercio Mas S.A. de C.V.

Televisa

Mexico

Bronze

Suvinil and PorQueNao?

Crie Suvinil

Brazil

LEAD GENERATION / DIRECT RESPONSE / CONVERSION

Gold

Heineken and PorQueNão?

Heineken Delegates

Brazil

Silver

DeVry Brasil and PorQueNão?

DeVry Study Monitor

Brazil

SOCIAL IMPACT / NOT FOR PROFIT

Gold

Casa da Criança Santo Amaro and Mood/TBWA

WhatsApp Storytellers

Brazil

CHANNEL MEDIA STRATEGY AWARDS

CROSS MEDIA INTEGRATION

Gold

Coca-Cola and Flock

Volvámonos Locos

Mexico

Bronze

Televisa Televisión

Televisa: Tu Diriges

Mexico

MOBILE APP

Gold

Mondelez / Club Social and CUBOCC PUBLICIDADE

Possibiland

Brazil

Silver

Suvinil and PorQueNao?

Crie Suvinil

Brazil

Bronze

Coca-Cola and Flock

Volvámonos Locos

Mexico

ENABLING TECHNOLOGIES

LOCATION BASED

Gold

Reckitt Benckiser / SBP and Adsmovil

SBP

Colombia

Silver

Mondelez / Club Social and CUBOCC PUBLICIDADE

Possibiland

Brazil

Bronze

Coca-Cola and Flock

Volvámonos Locos

Mexico

INNOVATION

Gold

Giraffas and Mood/TBWA

The Goal Screen

Brazil

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, McDonalds, Microsoft, Mondelez 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 http://www.mmaglobal.com.








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