70+ absolutely brilliant mobile campaigns you need to know about

Mobile isn’t the future. It’s a fundamental part of our lives and will only get more so. Our mobile devices connect us to our friends and families, but also our online social networks, the web and myriad other services. Mobile already accounts for over 10% of online traffic and that number will only keep growing.

As the technology continues to grow, so will the number of people looking to advertise on it. According to a report by online research company eMarketer, global mobile adspend is set to be worth US$6.4-billion this year alone. So if your campaign’s going to stand out, it has to be pretty exceptional.

The Smarties Awards, presented by the Mobile Marketing Association, look to reward the most exceptional mobile campaigns out there today. After receiving over 500 submissions from 36 countries around the globe, the awards announced its winners across 19 categories.

Among the winners were Prezence Digital, which won silver in the social impact category for its “Mandela Story” campaign. The video-based campaign imagined the South African statesman’s life if he had been able to access social media.

BOS Iced Tea meanwhile won gold in the Use of social media category, for its Twitter-fueled vending machine. The BOS ice tea robot, called BEV, was connected to the Twitter streaming API and registered the configured hashtag as a filter. All tweets containing the hashtag on the entire Twitter network were then streamed to the BOS sampling machine. It then checks every tweet’s location settings, and compares it with its own location boundaries (also configurable).

When a tweet was found to be within the boundaries, a drink was dispensed, and the machine deactivated itself for set period. During this time, the screen name field of the tweet was displayed on the LED display, alternated every five seconds by the number of seconds left before the machine becomes active again.

The Nike+ Fuelband meanwhile continued its good run of form at award shows. After winning a Grand Prix at Cannes Lions, it won gold in the cross media integration category.

“The staggering increase we have witnessed in the volume of submissions as well as the market its contributing is truly remarkable and indicative that mobile marketing is being embraced by the industry at large,” said Greg Stuart, Global CEO of the Mobile Marketing Association. “The winners showcase pillars of innovation, creativity and bravery as the teams push the boundaries of mobile to connect with consumers like never before. They are raising the bar to a gold standard for all future mobile marketing executions.”

You can check out a gallery of the winners here as well as a list below.

Brand Awareness

Gold: The Coca-Cola Company and Movement London for “Move to the Beat” UK/EMEA
Silver: WWF and Mobiento for “The Black Out Banner” Norway/EMEA
Bronze: Dove Hair (Unilever Singapore Pte Ltd) and Mindshare Singapore for “Dove Hairfall Rescue Mobile Campaign Singapore/APAC
Regional Winners:
NA: Westin Hotels & Resorts and The Weather Channel for “Wipe Away Your Weather” USA/NA

Lead Generation / Direct Response / Conversion

Gold: OMO and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
Silver: Little Brownie Baker and EachScape for “EachScape–Cookie Locator” USA/NA
Regional Winners:
NA: Little Brownie Baker and EachScape for “EachScape–Cookie Locator” USA/NA

Product / Services Launch

Silver: Samsung and Affle for “A Tiled World” India/APAC
Silver: Microsoft Corporation and iconmobile for “Windows Phone Demo Takeover” USA/NA
Bronze: Land Rover and Wunderman for “Evoque iAd” USA/NA
Regional Winners:
NA: Microsoft Corporation and iconmobile for “Windows Phone Demo Takeover” USA/NA

Promotion

Gold: Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app”
USA/NA
Silver: Cornetto / Unilever and Rabarba for “Cornetto ‘My Loveee’ Summer 2012 Campaign” Turkey/EMEA
Silver: Coca Cola and Ogilvy Brasil for “Happiness Refill” Brazil/LATAM
Regional Winners:
NA: Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA

Relationship Building / CRM

Gold: O2 and Cherry London for “O2 Priority Moments” UK/EMEA
Silver: OMO and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
Bronze: Coca Cola and Ogilvy Brasil for “Happiness Refill” Brazil/LATAM
Regional Winners:
NA: Safeway and 5th Finger for “Safeway Chef Assistant” USA/NA

Social Impact / Not For Profit

Gold: Greenpeace and Must Mobile for “Greenpeace Arctic Defender” Argentina/LATAM
Silver: Prezence Digital / Nelson Mandela Foundation and Prezence Digital for “Mandela Story”
South Africa/EMEA
Bronze: WWF and Mobiento for “The Black Out Banner” Norway/EMEA
Regional Winners:
NA: VH1 and Foursquare for “Save The Music Foursquare Campaign” USA/NA

Cross Media Integration

Gold: Nike+ and R/GA for “Nike+ FuelBand” USA/NA
Silver: The Coca-Cola Company and Movement London for “Move to the Beat” UK/EMEA
Bronze: Bravo Digital Media for “Top Chef Season 9 – Last Chance Kitchen” USA/NA
Regional Winners:
NA: Nike+ and R/GA for “Nike+ FuelBand” USA/NA

Cross Mobile Integration

Silver: Hennessy and one50one for “one50one Hennessy Kaws Mobile Campaign” USA/NA
Regional Winners:
NA: Hennessy and one50one for “one50one Hennessy Kaws Mobile Campaign” USA/NA

Tablet Campaign

Gold: Land Rover and Wunderman for “Evoque iAd” USA/NA
Bronze: Infiniti Canada and Olive Media for “Infiniti JX Tablet Campaign” Canada/NA
Regional Winners:
NA: Land Rover and Wunderman for “Evoque iAd” USA/NA

Mobile Website

Gold: Daimler AG/Mercedes-Benz and Jung von Matt AG for “Mercedes-Benz, The Friendly Brand Takeover” Germany/EMEA
Silver: Kia Motors and Ansible Mobile for “Kia Motors Mobile & Tablet Sites” USA/NA
Bronze: Ford Motor Company and Velti for “Ford Mobile Optimized website” USA/NA
Regional Winners:
NA: Kia Motors and Ansible Mobile for “Kia Motors Mobile & Tablet Sites” USA/NA

In-App Advertising – Gaming or Other

Silver: Intel and Ansible and OMD for “Intel The Escape iAd” USA/NA
Bronze: Land Rover and Wunderman for “Evoque iAd” USA/NA
Bronze: Dunkin’ Donuts and Hill Holliday for “Dunkin’ Donuts Iced Coffee Creator” USA/NA
Regional Winners:
NA: Intel and Ansible and OMD for “Intel The Escape iAd” USA/NA

Use of Mobile Social Media

Gold: BOS Ice Tea and COW Africa for “Bev – Twitter activated vending machine” South Africa/EMEA
Bronze: Molson Coors and Olson for “Coors Light Iced T” USA/NA
Regional Winners:
NA: Molson Coors and Olson for “Coors Light Iced T” USA/NA

Messaging

Gold: OMO and BRANDTONE for “OMO Mobile Loyalty Program” South Africa/EMEA
Silver: International Union of Painters and Allied Trades and Revolution Messaging for “International Union of Painters and Allied Trades Mobile Job Alerts” USA/NA
Bronze: DoSomething.org and Mobile Commons for “The Pregnancy Text” USA/NA
Regional Winners:
NA: International Union of Painters and Allied Trades and Revolution Messaging for “International Union of Painters and Allied Trades Mobile Job Alerts” USA/NA

Video / Rich Media

Gold: Land Rover and Wunderman for “Evoque Launch” USA/NA
Silver: Intel and OMD and Ansible for “Intel iAd” USA/NA
Silver: WWF and Mobiento for “The Black Out Banner” Norway/EMEA
Bronze: HP and PHD for “HP iAd Enabling Tech Video/RM” USA/NA
Regional Winners:
NA: Land Rover and Wunderman for “Evoque Launch” USA/NA

Location Based

Gold: Showtime and OMD for “Showtime Franchise Fan Cave Catch” USA/NA
Silver: Victory Motorcycles and The Integer Group for “Victory Motorcycles: Ride One You’ll Own One” USA/NA
Bronze: Royal Challengers Bangalore and TELiBrahma Convergent Communications for “Fan following is writing on the wall” India/APAC
Regional Winners:
NA: Showtime and OMD for “Showtime Franchise Fan Cave Catch” USA/NA

mCommerce

Gold: Google and R/GA for “Google Wallet” USA/NA
Silver: Glamour and SpyderLynk for “Glamour Magazine Mobile Commerce Issue Powered by SpyderLynk” USA/NA
Bronze: T.G.I. Friday’s and The Richards Group/Click Here, Inc. for “T.G.I. Friday’s – Mobile App” USA/NA
Regional Winners:
NA: Google and R/GA for “Google Wallet” USA/NA

Innovation

Gold: Nike+ and R/GA for “Nike+ FuelBand” USA/NA
Silver: Goodby, Silverstein, and Partners/Chevy and Detroit Labs for “Chevy Game Time app” USA/NA
Regional Winners:
NA: Nike+ and R/GA for “Nike+ FuelBand” USA/NA

Mobile App

Gold: Johnson & Johnson / Band-Aid and JWT New York for “Band-Aid Magic Vision” USA/NA
Silver: Nike+ and R/GA for “Nike+ FuelBand” USA/NA
Bronze: Condé Nast and Mobile Dreams Factory for “Glamour Book” Spain/EMEA
Regional Winners:
NA: Johnson & Johnson / Band-Aid and JWT New York for “Band-Aid Magic Vision” USA/NA

Global Mobile Campaign

Orange: The Coca-Cola Company and Movement London for “Move to the Beat”

Best in Show

Orange: The Coca-Cola Company and Movement London for “Move to the Beat”