Winners of the Smarties (MMA Global Mobile Marketing Awards) 2013 with videos

Video case studies of winning campaigns from: Chicago Shakespeare Theater (Arc Worldwide); Kontor Records (Ogilvy); Colgate (MEC); Mercedes (Maxus); Samsung (Starcom MVG); Samsung (Razorfish); Swedish Afghan Committee (Mobiento); Hungry Lion (Yonder Media); DreamWorks; Nestle (Maxus); Johnson & Johnson (JWT); Abercrombie & Fitch (R/GA); Carvalho Hosken (Artplan); Rich Secco (Cheil); UN Germany (Cheil); Mahou (Mobile Dreams Factory); Billboard Magazine (Ogilvy).

Congratulations to the MMA Awards Winners. If you would like to see your video case study featured here, please email details to: editor(at)mobiThinking.com.


Smarties (Mobile Marketing Association) Awards 2013
Awards: Smarties (MMA Global Mobile Marketing Awards)
Founded: 2004.
Deadline for entries: July each year (please check MMA site, as dates keep changing).
Entry fee: US $325 per entry for MMA Members, $375 for non-members.
Number of entries: N/A.
Winners announced: September each year (please check MMA site, as dates keep changing).
• mobiThinking verdict: The MMA Awards are well-respected and in the past has drawn in a broad range of mobile campaigns from big brands around the globe. In recent years, however, the variety of mobile media has diminished as novelty mobile apps have come to the fore. The MMA now provides links to video case studies for many campaigns, which is great, but unfortunately these are hosted on Dropbox, so many don’t work so well. It would also be good to see links to campaigns and/or descriptions of the campaigns or any notes from the judges explaining why they won. In 2011, the MMA rebranded the awards ‘The Smarties’. While this name might sound catchier, it may cause some confusion, not least as Smarties is not an acronym for the awards.
Previous winners with videos and case studies: 2012 winners2011 winners2010 winners2009 winners



mobiThinking guides in this series:
Guide to mobile awardsWorld Summit Mobile AwardsEMMAsMeffysWebby AwardsGlobal Mobile AwardsCannes LionsSmarties (MMA Awards)
For some tips from awards judges see:
How to create an award-winning mobile campaign
For in-depth profiles of winning agencies see:
MobientoOgilvyMobile Dreams FactoryxAdYOC



The 2013 MMA Global Awards, by category and region

Best in Show

Chicago Shakespeare Theater and Leo Burnett/Arc Worldwide for Will and George Come to Life (USA/NA)

Video case study: Will and George Come to Life (USA).

Marketing strategy award for Brand Awareness

Silver: Discovery Channel and OMD for “Gold Rush Season 3” (USA/NA).
Silver: Gatorade and OMD for “'Bolt!' Mobile Game Integration” (USA/NA).
Bronze: Intel UK and OMD UK for Intel Inside Live (UK/EMEA).
Finalist: Delta Airlines and Microsoft Corp for "Delta Ads Ads in Apps" (USA/NA).

Marketing strategy award for Lead Generation / Direct Response / Conversion

Gold: Kontor Records GmbH and Ogilvy Germany for “Back to Vinyl - The Office Turntable” (Germany/EMEA).
Silver: Colgate Palmolive (India) Ltd and MEC India for “How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela” (India/APAC).
Finalist: Coca Cola Company LATAM and Enyetech for “Coca-Cola FM” (Argentina/LATAM).
Finalist: PepsiCo and Brandtone for “Credit for Torcida (Crédito para Torcida)” (Brazil/LATAM).

Video case study: Back to Vinyl - The Office Turntable.

Video case study: How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela.

Marketing strategy award for Product / Services Launch

Gold: Mercedes and Maxus for “#YOUDRIVE” (UK/EMEA).
Silver: Samsung Galaxy Camera and Starcom MediaVest Group for “Life's a Photo. Take It.” (USA/NA).
Bronze: SEAT and Movement for "SEAT Leon 5 Door - Mobile Campaign site" (UK/EMEA).
Finalist: Panera Bread and Maxus for “Panera Bread - Pasta Launch" (USA/NA).

Video case study: #YOUDRIVE.

Video case study: Life's a Photo. Take It.

Marketing strategy award for Promotion

Silver: Coca-Cola Korea Company and The Slate for "Coke Youth Recruitment Campaign 'Coke PLAY'" (Korea/APAC).
Bronze: Ruby Tuesday and ExactTarget for “Ruby Tuesday Uses Mobile To Drive Dinner and a Movie Success” (USA/NA).
Finalist: HBO and PHD for “Home Entertainment Holiday” (USA/NA).
Finalist: Hungry Lion and Yonder Media for “Hungry Lion Mobile Coupon Campaign” (South Africa/EMEA).

Marketing strategy award for Relationship Building / CRM

Gold: Samsung Telecommunications America and Razorfish for “Samsung Share to Go” (USA/NA).
Silver: TIM and R/GA São Paulo for “TIM Beta BlaBlaMeter” (Brazil/LATAM).
Bronze: Unilever Foods and Brandtone for “Soup in Every Stew” (South Africa/EMEA).
Finalist: Carvalho Hosken and Artplan for “The Social Home Tour 2.0” (Brazil/LATAM).

Video case study: Samsung Share to Go.

Marketing strategy award for Social Impact / Not For Profit

Gold: Swedish Afghan Committee and Mobiento for “Donate a word via SMS” (Sweden/EMEA).
Silver: Halls and AD2C - Pinnacle for “Halls Breathe The Change - 200,000 Breaths that Changed the Life of a Village” (India/APAC).
Bronze: DASK and Turkcell ?leti?im Hizmetleri A.?. for “DASK” (Turkey/EMEA).
Bronze: Greenpeace and Must Mobile for “Greenpeace Arctic Experience” (Switzerland/EMEA).

Video case study: Donate a word via SMS.

Channel/media strategy award for Cross Media Integration

Gold: Chicago Shakespeare Theater and Arc Worldwide/Leo Burnett for “Will and George Come to Life” (USA/NA).
Silver: Mercedes and Maxus for “#YOUDRIVE” (UK/EMEA).
Bronze: Ford Motor Company and Team Detroit for “Ford Mustang Customizer Multi-Media” (USA/NA).
Finalist: Excella Cooking Oils & Mayonnaise and Mobitainment for “The Excella-nt Competition” (South Africa/EMEA).

Channel/media strategy award for Cross Mobile Integration

Silver: Ford Motor Company and Team Detroit for “Ford Racing Mobile Integration” (USA/NA).
Bronze: Hungry Lion and Yonder Media for “Hungry Lion Mobile Coupon Campaign” (South Africa/EMEA).
Finalist: Coca Cola Company LATAM and Enyetech for “Coca-Cola FM” (Argentina/LATAM).
Finalist: Rdio and Horizon Media for “Rdio Launch” (USA/NA).

Video case study: Hungry Lion Mobile Coupon Campaign

Channel/media strategy award for In-App or Gaming Advertising

Gold: DreamWorks Animation for “Turbo Racing League / $1,000,000 Shell-Out” (USA/NA).
Bronze: ESPN / X Games and SapientNitro for “X Games Digital Platform // Mobile” (USA/NA).
Bronze: Toyota and The Weather Company for “The Weather Channel Android App Redesign” (USA/NA).
Finalist: Beam Inc., Sauza Tequila and Microsoft Advertising for “Beam Inc., Sauza ‘Girls Night’ Mobile Party Planner” (USA/NA).
Finalist: Ray Donovan and Showtime Networks for “Ray Donovan NY Times App Takeover” (USA/NA).

Video case study: Turbo Racing League

Channel/media strategy award for Messaging

Gold: Swedish Afghan Committee and Mobiento for “Donate a word via SMS” (Sweden/EMEA)
Silver: Nestle India and Maxus India for “Nescafe Moodies” (India/APAC)
Bronze: Colgate Palmolive (India) Ltd and MEC India for “How Colgate turned the Maha Kumbh Mela into the Maha Tech Mela” (India/APAC)
Finalist: PepsiCo and Brandtone for “Credit for Torcida (Crédito para Torcida)” (Brazil/LATAM).

Video case study: Nescafe Moodies

Channel/media strategy award for Mobile App

Gold: Kettler and iconmobile for "Kettler S-FIT App" (Germany/EMEA).
Silver: Johnson & Johnson and JWT New York for “ZYRTEC AllergyCast App With Symptom Tracker” (USA/NA).
Bronze: KK Women’s Magazine and Mobiento for “KK Søtt” (Sweden/EMEA).
Finalist: Chuck E. Cheese's and The Richards Group for “Chuck E. Say Cheese!” (USA/NA).
Finalist: iGaranti and Garanti Bank for “iGaranti” (Turkey/EMEA).

Video case study: ZYRTEC AllergyCast App

Channel/media strategy award for Mobile Website

Gold: Abercrombie & Fitch and R/GA for “The A&F Forecast” (USA/NA).
Silver: SEAT and Movement for "SEAT Leon 5 Door - Mobile Campaign site” (UK/EMEA).
Bronze: Nike and R/GA for “NIKEiD Mobile” (USA/NA).
Finalist: Mahou-San Miguel and Mobile Dreams Factory for “Which Color is Madrid?” (Spain/EMEA).

Video case study: The A&F Forecast

Channel/media strategy award for Tablet Campaign

Silver: Nike and R/GA for “Nike Primetime” (USA/NA)

Channel/media strategy award for Mobile Social Media

Gold: Carvalho Hosken and Artplan for “The Social Home Tour 2.0” (Argentina/LATAM)
Silver: Rich Secco and Cheil Germany GmbH for “The Rich B!tch Fridge” (Germany/EMEA)
Bronze: Nestle India and Maxus India for “Nescafe Moodies” (India/APAC)
Bronze: TIM and R/GA São Paulo for “TIM Beta BlaBlaMeter” (Brazil/LATAM)

Video case study: The Social Home Tour 2.0

Video case study: The Rich B!tch Fridge

Enabling technologies award for Innovation

Gold: Samsung Telecommunications America and Razorfish for “Samsung Share To Go” (USA/NA).
Silver: United Nations Association of Germany and Cheil Germany for “Free the Forced” (Germany/EMEA).
Finalist: Audi and Somo for “Audi A3 iPad app” (UK/EMEA).
Finalist: Coca-Cola Korea Company / Coke and The Slate for “Coke Youth Recruitment Campaign 'Coke PLAY'” (Korea/APAC).

Video case study: Free the Forced

Enabling technologies award for Location

Gold: Mahou-San Miguel and Mobile Dreams Factory for “Which color is Madrid?” (Spain/EMEA).
Silver: O2 and R/GA London for “O2 Priority Moments for Independent Business” (UK/EMEA).
Finalist: O2 and R/GA London for “O2 Priority Sports” (UK/EMEA).
Finalist: Quiznos and Sense Networks for “Quiznos Taps Sense Networks for Location and Behavior Targeting Campaign” (USA/NA).

Video case study: Which color is Madrid?

Enabling technologies award for mCommerce

Silver: Levi's and OMD for “Flipboard Social Catalog” (USA/NA).
Silver: Sam's Club and Rockfish for “Sam's Club Mobile 3.0 – Apps for Android and iPhone” (USA/NA).
Bronze: Nike and R/GA for “NIKEiD Mobile” (USA/NA).
Bronze: Sushi Pop and Must Mobile for “Sushi Pop Mobile Commerce Strategy” (Argentina/LATAM).

Enabling technologies award for Video / Rich Media

Gold: Billboard Magazine and Ogilvy & Mather São Paulo for “The End of Silent Magazine” (Brazil/LATAM).
Silver: Ray Donovan and Showtime Networks for “Ray Donovan NY Times App Takeover” (USA/NA).
Finalist: Coca Cola Company LATAM and Enyetech for “Coca-Cola FM” (Argentina/LATAM).
Finalist: Kraft Foods Deutschland GmbH and YOC Mobile Advertising GmbH for “YOC Touch and Play Ad Philadelphia with Milka” (Germany/EMEA).
Finalist: Nestlé Drumstick and Smith Brothers Agency for “Nestlé Drumstick Weather-Triggered Mobile Ad” (USA/NA).

Video case study: The End of Silent Magazine

Industry Awards

Industry Service Award: Cameron Clayton.
Global Agency of the Year in Mobile Marketing: R/GA.
Global Enabling Technology Company of the Year in Mobile: xAd.
Global Operator of the Year in Mobile Marketing: Telefónica.
Global Publisher/Media Company of the Year in Mobile Marketing: WeChat.
Global Marketer of the Year in Mobile Marketing: Mondelez International.



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