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Awards: Meffy Awards
Organized by: Mobile Entertainment Forum (MEF)
Founded: 2004
Deadline for entries: May 6, 2011 (closed).
Entry fee: UK £350 (US $575) per submission; £150 ($247) for MEF members
Finalists announced: June 02, 2011 (see below)
Winners announced: July 07, 2011 at the Meffys Awards Ceremony and Gala Dinner
Prizes: Meffy Award trophy
Entry categories (2011): Best… ad campaign; blockbuster app; brand on mobile; content; content discovery & personalization; game; innovation in a mobile first market; innovative app; innovative business model; m-commerce service; mobile connected device; mobile Website; music service; social media service; technology innovation; TV & video service.
Advantages: The Meffys has been running for eight years, making it one of the more established mobile award ceremonies. In that time it has celebrated some of the greats in mobile entertainment.
Disadvantages: The Meffys simply lists the winners. There are no links, no description of the entry or indication of what the judges liked about it. In 2010 the organizers posted brief video interviews with the winners (see video below with multi-award-winning CBS), which are interesting, but we'd learn a lot more from a case study.

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Message to the Meffy 2011 winners: Congratulations. Please send us a link to a video, case study or other details of your campaign or service to: editor (at) mobiThinking.com.

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• mobiThinking guide to mobile industry awards
• How to create an award-winning mobile campaign

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Meffys 2011 Award Finalists

Best Ad Campaign
Winner: The Coca Cola Company for Sprite Slam Dunk 2011
Advice Group for Barilla S.p.a. - Ringo Digital Collection
Maxis for BMW Innovation Day
net-m for Universal Pictures “Bridesmaids” Mobile Site
Turkcell for Akbank Mortgage Lead Generationwith IVR

Best Blockbuster App
Winner: Research In Motion for BlackBerry Travel
Evernote
Poynt
Seat PagineGialle for PagineGialle Mobile
Skyfire for their Mobile Browser

Best Brand on Mobile
Winner: Velti and Ericsson IPX for A&N Mobile CRM
CBS Interactive for CBS Sports Mobile
Grapple Mobile for Premier Inn Mobile
H-art for Glamour Personal Shopper
Mobile Interactive Group for PlayStation

Best Content
Winner: AKQA for Nigella Quick Collection
AKQA for Nike Training Club
CBS Interactive for 60 Minutes iPad app
CBS Interactive for CBS Sports Mobile
Hungama for Reliance Cricket Mania

Best Content Discovery & Personalisation
Winner: Shazam for Shazam for TV
Gracenote for Gracenote Discover™ 3.0
Noise Inc/Universal Music Group for TimeWheel
Sidebar for Sidebar Personalization Platform
TIMWE for Cinemex SMS Cinema Guide

Best Game
Winner: Electronic Arts for Dead Space iOS
NaturalMotion for Backbreaker 2: Vengeance
Playphone for Playphone Poker
PopCap Games for Bejeweled LIVE on Windows Phone 7
Two Bulls for Den Hemmekige Parken (The Secret Park)

Best Innovation in a Mobile First Market
Winner: ForgetMeNot Africa for Message Optimiser
Bubble Motion for Bubbly Voice-Blogging Service
Comviva Technologies for Banglalink mWallet
MoreMagic Solutions & Voila for T-Cash - Banking the Unbanked of Haiti
Webaroo for SMS GupShup

Best Innovative App
Winner: Onavo for Data Shrinking App for iPhone and iPad
BSkyB for Sky News for iPad
Live360 for LiveRun Singapore
Noise Inc/Universal Music Group for TimeWheel
Two Bulls for Den Hemmelige Parken (The Secret Garden)

Best Innovative Business Model
Winner: Hungama for Vishal & Shekhar Mobile Music Concert
Hungama for Re.1 Store
Hungama for Uninor Unlimited Music
LightSquared for Wholesale-only 4G-LTE Network
Orange for Cityzi Pass

Best M-Commerce Service
Winner: Eagle Eye Solutions for Karen Millen Mobile Gift Vouchers
Magus Soft for Fun Guide
mBlox and ParcelGenie for mBlox and ParcelGenie mCommerce
Movile for Mozca
Pontomobi for Multi-platform App Pão de Açúcar Delivery

Best Mobile Connected Device
Winner: Apple for the iPad 2
Amazon for the Kindle 3G
Apple for the iPhone 4
Asus for the Eee Pad Transformer
Samsung for the Galaxy SII

Best Mobile Website
Winner: CBS Interactive for CBS.com
Maxis Communications for Maxis Mobile Site
Momac for RTL.be Mobile Portal
Skava for m.gap.com
Somo for Audi Mobile Website

Best Music Service
Winner: Aspiro Music for WiMP
Hungama Mobile for Aircel MusicConnect
Omnifone for Sony’s Music Unlimited powered by Qriocity
Qatar Telecom for Backstage Mobile Music
Shazam

Best Social Media Service
Winner: Movellas for Movellas
Hungama for Aircel MusicConnect
Handmade Mobile for Flirtomatic
Maxis for Battle of the Sexes
Myriad for Myriad Updates

Best Technology Innovation
Winner: OnStar for their Mobile App
dotMobi for goMobi: democratizing access to the mobile web
ForgetMeNot Africa for eTXT Facebook from Econet Wireless Zimbabwe
MTS for Omlet.ru
Qualcomm for their Augmented Reality SDK Platform
Syniverse for their Mobile Video Broadcast Service

Best TV & Video Service
Winner: Saffron Digital for Media Hub
Aspiro for Multiplatform App by Aspiro TV
CBS Interactive for TV.com app
Orange for Cinéma Séries App
X2TV

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Past Winners:

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2010 Award Winners

Ad Campaign: Fancharge for Go! Go! Lions Baseball
App Store Blockbuster: CBS Mobile for NCAA March Madness on Demand
Business Intelligence: Motally for Motally
Consumer Experience: FindaProperty.com for FindaProperty
Content Discovery and Personalization: Taptu for Touch Search
Cross Platform Content: Zed Group for Planet 51
Cross-Platform Technology: MTS for Omlet.ru
Games: PopCap for Plants vs Zombies
Innovative App: CBS Mobile for CW City-Wize iPhone App
Innovative Business Model: Mob4Hire for Crowd Sourced Mobile Testing
M-Commerce: Wau Movil for First Gateway Service Offer in Latin America
Mobile Connected Device: Novatel Wireless for MiFi Intelligent Mobile Hotspot
Mobile First Innovation: Tata Teleservices for English Seekho
Music Service: Shazam for Shazam Encore
Social Media: Handmade Mobile for Flirtomatic
Technology Innovation: Layar for Layar Reality Browser
TV and Video Service: CBS Mobile for TV.com Android; iPhone Mobile

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2009 Award Winners

Games: Gameloft for "Real Football 2009"
Music Service: 24-7 Entertainment for "TDC Play"
TV & Video Service: BBC for "BBC iPlayer on mobile"
Content: 20:20 London for "Thmbnls Interactive Mobile Drama"
Social Networking: Handmade Mobile Entertainment for "Flirtomatic"
Search & Discovery: MTS for "MTS Super Search"
Ad Campaign Award: TURKCELL for "Tone&Win"
D2C Service: GetJar for "GetJar"
Application: Opera Software for "Opera Mini 4.2"
Technology Innovation: Nokia for "Nokia Ovi Store"
'Mobile First' Innovation: Hungama Digital Media for "Tata Sky"
Business Intelligence: comScore for "GSMA Proof of Concept"
Innovative Business Model: Orange for "Dolphin Pay-As-You-Go package"
Quality of Experience: Dolby Laboratories for "Dolby Mobile"
Handset: INQ Mobile for "INQ - The World's First Social Mobile"
Outstanding Contribution: Dr. Antero Taivalsaari - Principal Investigator, Sun Microsystems Laboratories; Mark VandenBrink - Motorola Fellow & VP

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2008 Award Winners

Games: Nokia for "Hooked on: Creatures of the Deep"
Music Service: mBlox & Myxer for “Myxer Mobile Music”
Artist Campaign: Absolute Marketing & Distribution for “Wet Wet Wet SMS Pre-order Campaign”
TV & Video Service: Rhythm NewMedia and 3UK for “Free Video on 3UK”
Technology Innovation: Zeemote® for “Zeemote JS1 Controller”
Content: Fun Little Movies Channel
Communities & UGC: Flirtomatic
Search & Discovery: Gracenote for “Gracenote Mobile Music Platform”
Marketing Campaign: Orange for “Frank TV”
Handset Application: fring
Quality of Experience: Zeemote® – “Zeemote JS1 Controller”
Off-Deck Services: Thumbplay
Innovative Business Model: MMcast for "MMCast"
Handset: Nokia N95 8GB
Operator: Orange

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2007 Award Winners

Games: Gameloft for “Miami Nights: Singles in the City”
Music Service: Omnifone for “MusicStation”
Artist Campaign: Parlophone/New Visions for “Lily Allen Mobile Site”
TV & Video Service: QUALCOMM for “MediaFLO” System
Technology Innovation: Alltel Wireless for “Celltop”
Content: Endemol Digital Media for “Get Close to…Sugababes”
Innovative Business Model: AdMob for “AdMob Marketplace”
Communities & UGC: Loop Mobile for “MOKO”
Search & Discovery: MCN for “DoCoMo D903i FM Radio Search”
Handset Application: ShoZu for ShoZu
Marketing Campaign: Hungama Mobile for “Hutch & Casino Royale Campaign”
Handset: Nokia for “N95”
Operator: Telenor Norway

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2006 Award Winners

Games: Digital Chocolate for “Tower Bloxx”
Music: Warner Music for WAMO Packs
Content: Chooz Active Content for “Foreplay”
Services: Bango for “The Bango Service”
Innovation: 3 UK and Yospace for “SeeMeTV”
Operator: 3 UK
Handset: Nokia for the “N70”
Marketing Campaign: France Telecom/Orange and Warner Music for Madonna: Confessions on a Dance Floor”

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2005 Award Winners

Games: Nokia N-Gage for ‘Pathway to Glory’
Music: Vodafone, for its ‘Vodafone live!’ Full Track Music Download Service
Content: Endemol UK with Victoria Real, for ‘Celebrity Big Brother 3’
Services: Orange France for ‘Video Universe’
Innovation: Vodafone and Twentieth Century Fox TV for ‘24: Conspiracy’

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2004 Award Winners

Games: IN-FUSIO – IN-FUSIO Mobile Games Services
Music: Chaoticom with Eurotel Praha – Eurotel Jukebox
Innovation: Ki-Bi Mobile Technologies represented by Icon mSolutions – “Ki-Bi™”
Best in Show: Chaoticom with Eurotel Praha for Eurotel Jukebox
(voted for by the audience at the awards using SMS)

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Further reading:
• Great mobile conferences… excellent discounts and free tickets
• What makes Asia Pacific the most exciting mobile market in the world? Interview with Rohit Dadwal, MD Asia Pacific, MMA
• The insider’s guide to mobile health.
• How mobile money is changing Africa
• Guide to mobile ad networks
• Latest networks profiled: Madvertise; Hunt Mobile Ads; Mobile Theory
• B2B mobile marketing: the insider’s guide
• Mobile research (m-research): the insider’s guide
• Mobile barcodes: the insider’s guide
• The insiders' guides to world’s greatest mobile markets
• Latest country profile: France
• Guide to mobile agencies
• Guide to mobile industry awards
• The big compendium of global mobile stats
• The big page of essential links