MMA 2014 Regional Smarties Shortlist Announced For LATAM And North America Impressive list of Brands and Agencies Push the Envelope on Mobile Marketing Across The Americas

NEW YORK, Aug. 26, 2014 /PRNewswire/ -- 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 Crianca 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 Television 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 Television 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'Oreal, MasterCard, McDonald's, 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 www.mmaglobal.com  

FOR MORE INFORMATION:
Lily Ferguson
+ 206 369 9017
E: lily.ferguson@mmaglobal.com

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SOURCE Mobile Marketing Association



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