2012 Finalists

2012 Digital Out-of-Home Awards

Best Branded Content and Sponsorship: Pollen Count by The Wall Street Journal Office Network for Claritin

As comes spring, so too comes allergy season… and the pressure on brands like Claritin to protect its market share against a host of competitors. To this end, Claritin partnered with The Wall Street Journal to add a localized pollen count - complete with a green/yellow/red color scheme to signify the severity of the threat - to the time/weather infobox in the upper right-hand corner of the venerable paper's web site. Unlike many data-smart campaigns, however, it added a geotagging component, which pointed would-be sneezers towards the closest retail pharmacy selling the particular Claritin product.
Affiliated Agency: Euro RSCG - Creative Agency

Credits: Jillian Milano, Media Supervisor, Draft FCB Maggie Szewczyk, Account Executive, Euro RSCG Jessica Ulrich, Account Executivem Euro RSCG; THE X FACTORUSA DIGITAL ECO SYSTEM by SONY MUSIC Direct to Consumer for Fox / SYCO TV / Fremantle = THE X FACTOR USA

Even before it arrived on US shores, The X Factor had positioned itself as a contender to American Idol's throne and unearthed a legit phenomenon in the form of Susan Boyle. That said, Fox didn't take the youth audience for granted. It set about creating a hub of sorts, one which melded loads of online-only content (photos, rehearsal footage and the like) with material from the show's three A-list corporate backers (Sony, Pepsi and Verizon). The end result was essentially a doubling of The X Factor experience, one which essentially created a second, distinct broadcast channel for fans.

Credits: Dan Pelson (Sony Music | Direct to Consumer, EVP); Tim Nilson (Sony Music | Direct to Consumer, CTO); Owen Leimbach (Sony Music | Direct to Consumer, Executive Producer); Jon Reynaga (Sony Music, Head Writer); James Fraenkel (Sony Music, Executive Producer); Jonas Selenis (Sony Music | Direct to Consumer, VP of Marketing & Operations); Arni Sigurdsson (Sony Music | Direct to Consumer, VP Project Management); Kevin Kiernan (Sony Music | Direct to Consumer, VP Commerce); Ted Ferguson (Sony Music | Direct to Consumer, VP of Product); Daniel Frydman (Sony Music, Direct to Consumer, VP Global Creative Director - Design, Content & UX); Laurie Mucciolo (Sony Music, creative director); Todd Ryan (Sony, Sr. Art Director); Mike Calamusa (Sony, Sr. Art Director); Jayk Mesler (Sony, Art Director); Priscilla Giler (Sony, Sr. Designer); AJ Annunziata (Sony, Sr. Designer); Dave Eberly (Sony, Sr. Designer); Eddie Velez (Sony, Sr. Designer); Jen Harenberg-Moore (Sony, Sr. Designer); Levi Bahn (Sony, Designer); Dave Wilson (Sony, Designer); Richard Liriano (Sony, Designer); Troy Denkinger (Sony, Project Mgr); Harris Novick (Sony, Software Developer); Derek Reeve (Sony, Software Developer); Sergio Salvatore (Sony, Lead Architect); Alex Agranov (Sony, Sr. Engineer); Chris Heydt (Sony, Sr. Engineer); Ray Parker (Sony, Engineer); Jared Taitel (Sony, manager eCommerce Operations); Sam Roon (Sony, Associate Director, QA); Daniel Lobacz (Sony, Coordinator, QA); Brandon Boucher (Sony, Coordinator; QA); Kevin Ennis (Sony, Coordinator, QA); Bridget Miller (Sony, Core Team); Ryan Rodriguez (Sony, Core Team); Annalisa Lazzaro (Sony, Core Team); Junko Takeda (Sony, Core Team); Jim Cantiello (Correspondent, XF Digital); Dan Levy (Correspondent, XF Digital); Taryn Southern (Correspondent, XF Digital); Courtney Sailors (Correspondent, XF Digital), Marc Scarpa (Producer/Director, XF Digital); Melanie Capacia Johnson (Line Producer, XF Digital); Shane Redsar (Content/Photo producer, XF Digital); Charles Davis (Sr. Producer, XF Digital); Brendan Kennedy (Segment Producer, XF Digital); Saimon Kos (Segment Producer, XF Digital); Amanda Guerriero (Digital Video Producer, XF Digital); Mike Palmieri (Consulting Producer, XF Digital); Mike Rotman (Consulting Producer, XF Digital); Carrie Borzillo (Writer, XF Digital); Margaret Kerrison (Writer, XF Digital); Andy Sternberg (Social Media Mgr, XF Digital), Laura Lombardi (Social Media Consultant, XF Digital), Kirsten Stubbs (Social Media Consultant, XF Digital), Kristin Bush (Social Media Consultant, XF Digital), Amy Colton (Office Production Mgr, XF Digital), Justin P Mendoza (Production Mgr, XF Digital), Ryan Slanley (Digital Video Mgr, XF Digital), Corey Levin (Script Supervisor, XF Digital), Todd Schroader (Editor, XF DIgital), Erich Randolph (Editor, XF Digital), Tom Lathrop (Assistant Editor, XF Digital), Scott O'Neal (Production Coordinator, XF Digital), Kera Ioane (Office Coordinator, XF Digital), Kameron Zach (Post Associate Producer, XF Digital), Blair Baskin (Production Asst, XF Digital), Kalani Francisco (Production Asst, XF Digital), Juliana Tenenbaum (Production Asst, XF Digital), Brian Marzan (Production Asst, XF Digital), Warren Chong (Engineer, XF Digital), Moni Sebestyen (Make-up/Hair, XF Digital), Victor Borachuk (Technical Director, XF DIgital), Ron Ruberman (Technical Manager. XF Digital), Tony Sonnanstine (Technical Mgr, XF Digital), Daniel Cook (Audio Mixer, XF Digital), Asher Brown (Lighting Director, XF Digital), Patrick Burke (Camera Operator, XF Digital), Chris Otwell (Camera Operator, XF Digital), Brian Weed (Camera Operator, XF Digital), Reggie Turner (Camera Operator, XF Digital), Chris Ferilich (Camera Operator, XF Digital), Peter Alton (Camera Operator, XF Digital), Jon Hill (Camera Operator, XF Digital), Sherwin Maglanoc (Videotape Operator, XF Digital), Charlene Wallis (Teleprompter, XF Digital), Danny Lanham (A2, XF Digital), Austin Rock (Utility, XF Digital); Li'l Pulp Fiction by Break Media for Lionsgate Home Entertainment

Since its release back in the mid-1990s, more has been said and written about Pulp Fiction than about any other film from that era. This was the challenge faced by Lionsgate when it prepared to release a long-awaited Blu-ray version of the movie: How do you generate new enthusiasm - and new audience - for a film that has long since transcended cult-classic status? The answer was to partner with Break Media, which created a "Li'l Pulp Fiction" clip in which a pair of young'uns acted out an iconic scene from the original movie. Ultimately, it drove engagement while eliciting a host of "awwwww! so cute!" commentary.

Credits: Lionsgate Home Entertainment: Michael Rathauser, Amanda Kozlowski, Courtney Keglevic Miramax: TJ Barrack Break Media: Directed by the Break Media Creative Lab Production Manager: Michelle Golsen Account Managers/Media Team: Samantha Lim, David Rea, Carlos Aparicio

Best Branding Campaign: Patron Simply Perfect Live Artist Studios by Pearl Media / the Richards Group for Patron

Pearl Media, Patrón Tequila and The Richards Group created a live artist experience -- "Simply Perfect" -- where about 30 up-and-coming artists created original artwork inspired by their personal interpretation with Patrón in New York's Soho; Hollywood; Chicago's Gold Coast; and San Francisco's Union Square. Each location, wrapped in branded vinyl, featured a live artist studio visible to street pedestrians, complete with digital display in one window that ran looped content of artists hard at work. QR Codes were integrated to drive traffic to the online auction site where consumers could bid on the completed artwork. The artwork was auctioned from a branded Web site.
Affiliated Agency: The Richards Group - creative agency

Credits: Josh Cohen – Executive Producer – CEO - Pearl Media Paul Whitney – Executive Producer - Chief Operating Officer - Pearl Media Doug Martin –Principal - The Richards Group Jeff Armstrong –Group Media Director - The Richards Group Caroline Thompson - Brand Management - The Richards Group Melissa Melcher - Brand Management - The Richards Group; Game of Thrones by PHD for HBO

The Game of Thrones' campaign brought to life the HBO series through a high-definition 3D projection that recreated the world of Westeros, a 300-mile long and 700-foot high ice wall. The campaign displayed a 27 minutes a static visual, ending it with a 3-minute trailer, complete with soundtrack from the fantasy kingdom. The Los Angeles-based campaign delivered about 115,000,000 impressions in six weeks by recreating the signature Iron Throne made of 100 swords. Pedi-cabs made to look like mobile Iron Thrones, and a food truck offering a taste of the fantasy. The campaign garnered 1,343 Facebook Likes, 141 comments, and 244 Shares.
Affiliated Agency: Outdoor Media Alliance - OOH, BBDO (Creative), Campfire (Creative)

Credits: Andrea Cardamone (SVP, Group Account Director), PHD Sarah Giannantonio (Associate Media Director), PHD Lauren Foley (Digital Supervisor), PHD Chris Spadaccini (SVP, Consumer Advertising), HBO JD Michaels (Tactile Production + Creative Engineering), BBDO Dena Iraggi (Associate Director), OMA Idalis Zapata (Account Executive), OMA Nathan Miller (Assistant Account Executive), OMA Michael Monello (Executive Creative Director), Campfire Steve Coulson (Creative Director), Campfire Jeremiah Rosen (President), Campfire; Jingle the Husky Pup Cinema Campaign by NCM Media Networks for Hallmark

Hallmark’s goal to introduce Jingle’s story to consumers and create awareness for the book and the stuffed Husky toy began with a movie theater campaign and on-site marketing through kiosks. Branded spot ran every 25 minutes on NCM's Lobby Entertainment Network (LEN), a national network of over 2,800 42-inch flat screens strategically located in high-traffic areas in movie theater lobbies. The kiosks, located in the lobbies of 21 NCM movie theaters let people interact with Jingle by taking their photo with a virtual version of the Husky. Participants could enter their email address to receive the photo to share.
Affiliated Agency: Creative Agency: Leo Burnett (content/ad) and NCM Media Networks (interstitials), Media Agency: Starcom

Credits:
Cinema: NCM Media Networks Interactive iPOP Displays: Monster Media

Best integration with a mobile device: Movie Lotto by Phenomblue for Phenomblue

Phenomblue created Movie Lotto to entertain audiences before movie trailers begin. Using smartphones and a projection system, audiences can play Movie Lotto by texting the entry number and scratching off a virtual ticket while sitting in the theater waiting for the movie to begin. As players scratch away on their smartphones, the results are displayed in real time on the movie screen. The winner is awarded a barcode on their phone redeemable at the concession stand. The Mobile Projection Gaming technology allows multiple users to interact with one screen through their handheld devices.

Credits: Phenomblue (all staff); Ask.com "Skip The Line" Trivia Game at Six Flags by Six Flags Entertainment for Ask.com

Ask.com partnered with Six Flags to create a location-based game at Six Flags theme parks. The GPS-enabled Ask app for iPhone detected when users came within a two mile radius of a Six Flags and prompted them to play an in-app “Skip the Line” game. Players answered questions in the app for a chance to win a jump to the front of the line through SMS short codes and texting the correct answer. To promote the game, Six Flags ran TV spots on the Six Flags TV network, with additional signs in the waiting area of the most popular rides to the "line jump” pass at the park.

Credits: Adam Oliveri - VP, Six Flags Entertainment Pete Dimitrakopoulos - Director, Six Flags Entertainment Robbie Waeschenfelder - Brand Marketing Director, Ask.com; Times Square’s First Social Media Billboard by MediaCom for Audi

Support the launch of the Audi A7 model at the New York International Auto Show a campaign connected out-of-home media with mobile through a 15,000-square foot Times Square interactive billboard that let passersby use a QR code to download guide books of various landmarks and cities across the U.S. The media campaign highlighted locations, such as the Brooklyn Bridge and the Flatiron Building. Users could comment, tweet, check-in on FourSquare at these locations. Approximately 17.7 million people viewed or interacted with the billboard, and A7 vehicle sales reached 2,700 units in three months.
Affiliated Agency: Zaaz

Credits: Kristin Goodloe, MediaCom, Managing Partner Lauren Amster, MediaCom, Communications Planning Supervisor Zach Smith, MediaCom, Communications Planner Amy Auerbach, MediaCom, Partner, Digital Director Andrew Donohue, Kinetic, OOH Specialist Josh Schmiesing, Zaaz, Group Account Director Robert Roy Mapes, Zaaz, Program Manager Brenda Fackler, Zaaz, Producer Danielle Trivisonno Hawley, Zaaz, Creative Director Paul Cooper, Zaaz, Art Director Addison Linville, Zaaz, Sr. Interactive Designer Yury Liznov, Zaaz, Designer Jud Holliday, Zaaz, Technical Director

Best integration with experiential/activity: “Rizzoli & Isles” Interactive Crime Scene by Pearl Media for TNT

For a show like Rizzoli & Isles, where much of the activity revolves around crime scenes, it made sense to hype its debut with a crime scene of its own. In concert with TNT, Pearl Media set up a 3D crime scene in a display along 6th Avenue in Manhattan, complete with interactive components that allowed passersby to dust for fingerprints and examine DNA tests. Those pedestrians who solved the crime could get their photo taken "with" Rizzoli & Isles, with the shot postable straight to Facebook. There was a mobile-phone component as well, which prompted would-be viewers to have a don't-forget-to-watch reminder embedded into their phone calendars.
Affiliated Agency: TNT Marketing Bemis Balkind – Turner’s Creative Agency Mediavest - Media Agency

Credits: Josh Cohen – Executive Producer – CEO - Pearl Media Paul Whitney – Executive Producer - Chief Operating Officer - Pearl Media Andrew Irving – Art Director - Turner Courtney Campbell – Art Director - Turner Marc Fenty – Media Director – Mediavest; Nivea Kiss of a Lifetime by Posterscope USA for Beiersdorf

When one hears "Times Square takeover," the immediate impulse is to make sure that anti-terrorism officials aren't involved. Thus it's a credit to Nivea that its pre-New Year's Eve campaign in Times Square, centered around a kissing booth synched to three jumbo screens, resonated with so many visitors. The booth, located in Aeropostale's Times Square outpost, provided sampling opportunities aplenty and gave visitors the opportunity to ask Nivea "ambassadors" for advice. All photos were automatically uploaded to Nivea's Facebook page, with out-of-towners given the option of uploading their own.
Affiliated Agency: Draft (Creative Agency), Barnard (Creative/Digital Agency)

Credits: Cecily Lister, VP Director, Modern Art, Posterscope USA Brigg Hyland, Chief Client Officer, Posterscope USA Ray Rotolo, Chief Operating Officer, Posterscope USA Steve Bumstead, President, Pixelfire Katy Rivera, VP Associate Director, Innovation & Activation, Posterscope USA Elina Yankovich, Account Manager, Hyperspace, Posterscope USA; Cartoon Network Hall of Game Awards 2012 Tune In by Access 360 Media for Turner Broadcasting System / Cartoon Network / Hall of Game

Getting web- and gadget-crazed boys to commit to watching a televised awards show is a challenge on part with getting them to sit still for more than three minutes at a time. To lure this sporadically attentive
audience to its Hall Of Game Awards Show, which aired February 20, Cartoon Network turned to NBA and NHL arenas. There, the network set up booths and "kids zones" and gave away Hall Of Game rally towels, often with the assistance of kid-friendly mascots like the Milwaukee Bucks' Bango. It also sponsored a Mites On Ice mini-game during the intermission of a Phoenix Coyotes contest.
Affiliated Agency: Active Media , MediaVest

Credits: Katie Morrow, Media Supervisor Turner Media Group Stephen Bishop, Media Director (Turner Media Group Charlie Bates, Sr. Manager, 360 Consumer Marketing, Cartoon Network Lee Blevins, Sr. Director, 360 Consumer Marketing, Cartoon Network

Best integration with traditional media e.g., print, TV, radio, static out-of-home: Domino's Tracker by Disney/ABC Unlimited and ABC Regional Sports and Entertainment for Domino's/Domino's

Domino’s Pizza Tracker has been a popular feature on the company’s Web site for some time. It’s a simple design with a big purpose: to track your online pizza order from the time the order is submitted to the time it arrives at its destination. The campaign took the pizza tracker idea a step further. Domino’s ran 30-second commercials asking customers to leave their comments on the pizza tracker. Then, the comments, both good and bad, were displayed on a billboard in Times Square while a live stream of the ABC Supersign ran online.
Affiliated Agency: CRISPIN PORTER + BOGUSKY

Credits: Paul Kahn - Manager, Disney ABC Unlimited Brendan Rogers - Account Executive, ABC Regional Sports and Entertainment Gerald Griffin, SVP, ABC Regional Sports and Entertainment Jan Chaloner - Vice President, ABC Sales Marketing Michael Delapena - ABC Sign Erbito Soto - ABC Sign Russell Weiner - CMO, Domino's Karen Kaiser - Director National Advertising, Domino's Dennis Maloney - VP Multi-Media Marketing, Domino's Rob Reilly - Chief Creative Officer, Crispin Porter + Bogusky Tony Calcao - Group Creative Director, Crispin Porter + Bogusky Swap Patel, Group Media Director, Crispin Porter + Bogusky Jessica Hegger, Media Supervisor, Crispin Porter + Bogusky Craig Miller - VP, Creative Director, Crispin Porter + Bogusky John Kieselhorst - Creative Director, Crispin Porter + Bogusky David Rolfe - Dir. of Integrated Production, Crispin Porter + Bogusky Ivan Perez-Armendariz - Dir. of Interactive Production, Crispin Porter + Bogusky Tony Tung - Group Executive Integrated Producer, Crispin Porter + Bogusky; Game of Thrones by PHD for HBO

For HBO’s hit series, Game of Thrones, PHD created a unique digital out-of-home experience for fans. Tasked with overcoming the “fan boy” perception of the series in order to attract all HBO subscribers, PHD recreated the world of Westeros in a high-definition 3D projection around the busiest intersection in Los Angeles. The results surpassed expectations. In one week, the display generated over 300,000 impressions and Game of Thrones was the #1 cable show of 2011.
Affiliated Agency: Outdoor Media Alliance - OOH, BBDO (Creative), Campfire (Creative)

Credits: Andrea Cardamone (SVP, Group Account Director), PHD Sarah Giannantonio (Associate Media Director), PHD Lauren Foley (Digital Supervisor), PHD Chris Spadaccini (SVP, Consumer Advertising), HBO JD Michaels (Tactile Production + Creative Engineering), BBDO Dena Iraggi (Associate Director), OMA Idalis Zapata (Account Executive), OMA Nathan Miller (Assistant Account Executive), OMA Michael Monello (Executive Creative Director), Campfire Steve Coulson (Creative Director), Campfire Jeremiah Rosen (President), Campfire; Smash/The Voice Season 2: Day of Digital by NBC Entertainment, Kinetic, Maxus for NBC Entertainment

In early February, NBC set out to dominate the day after Super Bowl Sunday. Dubbed "Day of Digital," Kinetic, working with NBC and Maxus, identified over 300 digital out-of-home screens to supplement existing advertising efforts. The result gave the network the share of voice across all mediums. That Monday, digital out-of-home advertisements for "Smash" and "The Voice" went live across major markets. That day, "The Voice" was the number one show and the "Smash" premier came in third.
Affiliated Agency: Naked (strategy); Maxus (planning)

Credits: Ken Grayson – VP, Media, NBC|Universal Teddy Nadell – Media Manager, NBC|Universal Dave Barnett - Group Director, Kinetic Nicole Walker - Director, Kinetic Chris Manna - Manager, Kinetic Joe Savino - Specialist, Kinetic Grace Chou - Associate, Kinetic

Best use of interactive technology: Scion Surface Experience by Juxt Interactive for Scion / Toyota Motor Sales USA

Scion wanted to create an experience for visitors to their auto show and launched the Scion Surface Experience. It's a multi-touch campaign using a deck of eight unique collectible trading cards that interacts with the touch-based Microsoft Surface. When a card is placed on the surface, the table reveals photos, video content, regional sales info, and localized events. Flipping the cards trigger the playing of a beat, bass or vocal to a song from one of Scion’s sponsored artists. Placing all eight cards on the Surface simultaneously plays the complete song. Spinning each card allows the guest to mix the song in real time.
Affiliated Agency: George P. Johnson

Credits: JUXT Interactive: Executive Creative Director: Todd Purgason Creative Director: Jeff Whitney Assoc. Creative Director: Sebastian Bettencourt Senior Producer: Stephen Tisdale Art Director: Renato Braga Copywriter: Josh Eck Motion Designers: Ken Wu, Andy Bang Design: Trisha Victorio 3D: Donna Schichler George P. Johnson Account Direction: Jaime Holland Creative Director: Aaron Langer Development: Ari Jacobs / Dr. Neil (nSquared Solutions) Sound Design: DinahMoe 3D walls: Iron Claw; THE X FACTORUSA DIGITAL ECO SYSTEM by SONY MUSIC Direct to Consumer for Fox / SYCO TV / Fremantle = THE X FACTOR USA

The X Factor, Fox and SYCOTV created a series of interactive pieces for the U.S. debut of The X Factor, but the most innovative piece of the campaign emerged in four mobile apps that gave fans exclusive access to content on demand, multiple backstage camera views of the show, and allowed them to vote through an image-based SMS voting application. During the show, the apps provided a companion broadcast serving up to 100 complimentary pieces of original content, including backstage photos, exclusive news scoops, insider access to the making of the performance, and live broadcast where correspondents commented on the show, creating a broadcast within a broadcast.

Credits: Dan Pelson (Sony Music | Direct to Consumer, EVP); Tim Nilson (Sony Music | Direct to Consumer, CTO); Owen Leimbach (Sony Music | Direct to Consumer, Executive Producer); Jon Reynaga (Sony Music, Head Writer); James Fraenkel (Sony Music, Executive Producer); Jonas Selenis (Sony Music | Direct to Consumer, VP of Marketing & Operations); Arni Sigurdsson (Sony Music | Direct to Consumer, VP Project Management); Kevin Kiernan (Sony Music | Direct to Consumer, VP Commerce); Ted Ferguson (Sony Music | Direct to Consumer, VP of Product); Daniel Frydman (Sony Music, Direct to Consumer, VP Global Creative Director - Design, Content & UX); Laurie Mucciolo (Sony Music, creative director); Todd Ryan (Sony, Sr. Art Director); Mike Calamusa (Sony, Sr. Art Director); Jayk Mesler (Sony, Art Director); Priscilla Giler (Sony, Sr. Designer); AJ Annunziata (Sony, Sr. Designer); Dave Eberly (Sony, Sr. Designer); Eddie Velez (Sony, Sr. Designer); Jen Harenberg-Moore (Sony, Sr. Designer); Levi Bahn (Sony, Designer); Dave Wilson (Sony, Designer); Richard Liriano (Sony, Designer); Troy Denkinger (Sony, Project Mgr); Harris Novick (Sony, Software Developer); Derek Reeve (Sony, Software Developer); Sergio Salvatore (Sony, Lead Architect); Alex Agranov (Sony, Sr. Engineer); Chris Heydt (Sony, Sr. Engineer); Ray Parker (Sony, Engineer); Jared Taitel (Sony, manager eCommerce Operations); Sam Roon (Sony, Associate Director, QA); Daniel Lobacz (Sony, Coordinator, QA); Brandon Boucher (Sony, Coordinator; QA); Kevin Ennis (Sony, Coordinator, QA); Bridget Miller (Sony, Core Team); Ryan Rodriguez (Sony, Core Team); Annalisa Lazzaro (Sony, Core Team); Junko Takeda (Sony, Core Team); Jim Cantiello (Correspondent, XF Digital); Dan Levy (Correspondent, XF Digital); Taryn Southern (Correspondent, XF Digital); Courtney Sailors (Correspondent, XF Digital), Marc Scarpa (Producer/Director, XF Digital); Melanie Capacia Johnson (Line Producer, XF Digital); Shane Redsar (Content/Photo producer, XF Digital); Charles Davis (Sr. Producer, XF Digital); Brendan Kennedy (Segment Producer, XF Digital); Saimon Kos (Segment Producer, XF Digital); Amanda Guerriero (Digital Video Producer, XF Digital); Mike Palmieri (Consulting Producer, XF Digital); Mike Rotman (Consulting Producer, XF Digital); Carrie Borzillo (Writer, XF Digital); Margaret Kerrison (Writer, XF Digital); Andy Sternberg (Social Media Mgr, XF Digital), Laura Lombardi (Social Media Consultant, XF Digital), Kirsten Stubbs (Social Media Consultant, XF Digital), Kristin Bush (Social Media Consultant, XF Digital), Amy Colton (Office Production Mgr, XF Digital), Justin P Mendoza (Production Mgr, XF Digital), Ryan Slanley (Digital Video Mgr, XF Digital), Corey Levin (Script Supervisor, XF Digital), Todd Schroader (Editor, XF DIgital), Erich Randolph (Editor, XF Digital), Tom Lathrop (Assistant Editor, XF Digital), Scott O'Neal (Production Coordinator, XF Digital), Kera Ioane (Office Coordinator, XF Digital), Kameron Zach (Post Associate Producer, XF Digital), Blair Baskin (Production Asst, XF Digital), Kalani Francisco (Production Asst, XF Digital), Juliana Tenenbaum (Production Asst, XF Digital), Brian Marzan (Production Asst, XF Digital), Warren Chong (Engineer, XF Digital), Moni Sebestyen (Make-up/Hair, XF Digital), Victor Borachuk (Technical Director, XF DIgital), Ron Ruberman (Technical Manager. XF Digital), Tony Sonnanstine (Technical Mgr, XF Digital), Daniel Cook (Audio Mixer, XF Digital), Asher Brown (Lighting Director, XF Digital), Patrick Burke (Camera Operator, XF Digital), Chris Otwell (Camera Operator, XF Digital), Brian Weed (Camera Operator, XF Digital), Reggie Turner (Camera Operator, XF Digital), Chris Ferilich (Camera Operator, XF Digital), Peter Alton (Camera Operator, XF Digital), Jon Hill (Camera Operator, XF Digital), Sherwin Maglanoc (Videotape Operator, XF Digital), Charlene Wallis (Teleprompter, XF Digital), Danny Lanham (A2, XF Digital), Austin Rock (Utility, XF Digital); The Franchise Fan Cave Catch by OMD for Showtime Network

Showtime launched The Franchise: A Season with the San Francisco Giants giving viewers a behind-the-scenes look at the Major League Baseball (MLB) club. A custom vending machine reacted to mobile check-ins by releasing a MLB baseball branded with show details. Visitors received a baseball for their interaction and shared it with their social graph. Check-ins to billboard organically promoted the show’s premiere, attracting more than 3,000 check-ins, 550 social, blog and news mentions and 2 million out of home impressions. The unit was shared via MLB's and Showtime's social sites with a combined 21 million followers and Likes
Affiliated Agency: None

Credits: 1. Trevor Guthrie –Director, Ignition Factory East, OMD 2. Kevin Howard – Group Account Director, OMD 3. Jay De La Cruz – Channel Planning Director, OMD 4. Joel Balcita – Director, Outdoor Media Group 5. Sheila Mills - Director of Marketing, Sports & Event Programming, Showtime Networks Inc. 6. George DeBolt - Senior Vice President - Media, Promotions and Partnership Marketing, Showtime Networks Inc. 7. Paul Nichols – Vice President, Print & Broadcast Production, Showtime Networks Inc. 8. Kjerstin Beatty – Senior Director Media, Showtime Networks Inc. 9. Sean McGarr – Manager, Media, Showtime Networks Inc.

Best Use of Relevant Message and Environment: Delta Airport Drive Times by The Wall Street Journal Office Network for Delta

The Wall Street Journal Office Network's (WSJON) is known for their high-definition news screens that are located in premier office buildings. They are viewed by nearly 1 million traveling business executives and professionals each day. With that knowledge, Delta wanted to utilize the network to promote their brand. The result was a custom execution that enabled Delta to leverage WSJON's technology to boost their brand within the business community. Delta presented up-to-the-minute drive times to NYC's three main airports and overlayed their logo over the ticker. Delta smartly used their logo to reinforce that they were the ones providing the information.
Affiliated Agency: Weiden + Kennedy- Creative Agency ; Digitas- Digital

Credits: Emmy Hartley, VP, Associate Media Director, OOH, Zenith Michelle Miller, VP Planning Director, Zenith Victoria Estevez, Account Executive, Weiden + Kennedy; Times Square’s First Social Media Billboard by MediaCom for Audi

When Audi launched its brand-new A7 model at the New York International Auto Show they decided to go big. Utilizing a 15,000 square foot billboard with over 17.7 million viewers, Audi's A7 went social. The billboard was located in Times Square and passersby could interact with the design via QR code or text message. Users were invited to comment, tweet and check-in at bold locations in order to tie in the theme of the car's bold design.
Affiliated Agency: Zaaz

Credits: Kristin Goodloe, MediaCom, Managing Partner Lauren Amster, MediaCom, Communications Planning Supervisor Zach Smith, MediaCom, Communications Planner Amy Auerbach, MediaCom, Partner, Digital Director Andrew Donohue, Kinetic, OOH Specialist Josh Schmiesing, Zaaz, Group Account Director Robert Roy Mapes, Zaaz, Program Manager Brenda Fackler, Zaaz, Producer Danielle Trivisonno Hawley, Zaaz, Creative Director Paul Cooper, Zaaz, Art Director Addison Linville, Zaaz, Sr. Interactive Designer Yury Liznov, Zaaz, Designer Jud Holliday, Zaaz, Technical Director; Game of Thrones by PHD for HBO

HBO's "Game of Thrones" kicked off with an advertising campaign that brought to life the series through activating users' senses. Over six weeks PHD brought the series to life through a fantasy billboard near Los Angeles' busiest intersection. The idea was to use digital to bring a fantasy to life for viewers. The results were astonshing. "Game of Thrones" was the number one cable show in 2011 grossing over 12.7 million viewers in its premiere episode.
Affiliated Agency: Outdoor Media Alliance - OOH, BBDO (Creative), Campfire (Creative)

Credits: Andrea Cardamone (SVP, Group Account Director), PHD Sarah Giannantonio (Associate Media Director), PHD Lauren Foley (Digital Supervisor), PHD Chris Spadaccini (SVP, Consumer Advertising), HBO JD Michaels (Tactile Production + Creative Engineering), BBDO Dena Iraggi (Associate Director), OMA Idalis Zapata (Account Executive), OMA Nathan Miller (Assistant Account Executive), OMA Michael Monello (Executive Creative Director), Campfire Steve Coulson (Creative Director), Campfire Jeremiah Rosen (President), Campfire

Most Innovative Technology/Platform: Experience Stations by Inwindow Outdoor for Inwindow Outdoor

The Experience Stations, seven-foot tall kiosks featuring seventy-inch high definition screens and several immersive technologies, allow brands to connect with consumers. Passersby who stop at the stations find the ability to interact with the content through gestures similar to Microsoft's Kinect technology. The stations offer multi-touch screens and near field communication capabilities allowing consumers with NFC-enabled mobile phones to conduct transactions. The stations use the Intel Audience Impression Metrics Suite to measure and analyze time spent interacting with advertisements. The software can determine age and gender. They also offer real-time monitoring technology to gauge the performance of campaigns and detect abnormalities.

Credits: Steve Birnhak, CEO, Inwindow Outdoor; Meijer Dynamic Digital Campaign by Empower MediaMarketing for Meijer

Meijer, a Grand Rapids, Mich.-based retailer, worked with several companies to connected search engine marketing with outdoor messaging on digital billboards. The retailer had help from partners to determine through local search queries the messages to post on outdoor signs. If residents on the east side of town looked for deals on bread online, the closest digital billboards served up information on where to buy the bread. If locals on the west side looked for umbrellas, the nearby boards served up information on umbrella. The products advertised were selected based on the online popularity of products within a specific area.
Affiliated Agency: Lamar (OOH vendor), Clear Channel (OOH vendor), CBS (OOH vendor)

Credits:
Cathy Shaffner, Senior Vice President, Empower MM Jessica Asch, Client Strategy Director, Empower MM Tim Glover, Client Marketing Director, Empower MM Erin Crane, OOH Strategist, Empower MM; World’s Largest Claw Game – First ever interactive 3D Projection by Pearl Media / Starcom / Goodby, Silverstein & Partners for Chevrolet

Chevrolet and Pearl Media set up an interactive 3D mapping projection on the Roosevelt Hotel in Hollywood, Calif., featuring the world’s largest arcade Claw game, for two days in December. Supporting Chevy’s "Let’s Do This" campaign for the 2012 Chevy Sonic, the projection covered the façade of the hotel and spanned more than 10,000 square feet. A human-sized joystick set up in front of the Roosevelt Hotel allowed passersby to direct the claw toward one of many prizes, from a vacation for two valued at $4,000 to Burton Snowboards. On the second night, one winner got a new Chevy Sonic.
Affiliated Agency: Goodby Silverstein & Partners – creative agency Starcom Chicago - Media agency Beast SF - Editorial M Squared Productions – Sound Mix Plied Sound - Sound

Credits: Josh Cohen – Executive Producer – CEO - Pearl Media Paul Whitney – Executive Producer - Chief Operating Officer - Pearl Media Jamie Barrett - Executive Creative Director/Partner – Goodby Silverstein & Partners Joakim Borgstrom - Creative Director – Goodby Silverstein & Partners Hunter Hindman - Executive Creative Director - Goodby Silverstein & Partners Andrew Bancroft – Associate Creative Director - Goodby Silverstein & Partners David Byrd – Art Director - Goodby Silverstein & Partners Susan Land – Art Director - Goodby Silverstein & Partners Hilary Coate – Executive Producer – Goodby Silverstein & Partners Ryan Wilson - Assistant Producer - Goodby Silverstein & Partners Niklas Lilja – Sr. Copywriter – Goodby Silverstein & Partners Trey Tyler – Copywriter - Goodby Silverstein & Partners Brian Lagerhausen - Editor – Beast Jason Hinkley - Assistant Editor – Beast Dave Burghardt - Online & Color – Beast Ben Somkin - Post Producer – Beast Ryan Sibitz - Audio Engineer – M Squared Productions Matthew Joynt – Composer – Plied Sound

Most Original Pairing of OOH Advertising with Venue: Run With Ryan by Inwindow Outdoor and Vitro for ASICS

ASICS had sponsored the ING New York City Marathon for so long, and with enough success, that it set out in 2011 to do something entirely unique. And so it was that, prior to the race and during the weeks that followed, commuters in Manhattan's Columbus Circle subway station found themselves staring at a 64-foot-long video wall, which flashed images from the city's five boroughs and then a clip of marathoner Ryan Hall running the length of it at his usual marathon pace (read: really, really fast). It wasn't uncommon to see commuters attempting to keep up. And failing horribly.
Affiliated Agency: CBS Outdoor, OAG

Credits: To be provided under separate cover; Philly Dugout Shelters by Turner Sports - CSSU for MLB Postseason on TBS

Not that Philadelphia fans weren't going to watch their Phillies in the 2011 playoffs without a promotional nudge, but it didn't hurt the cause when Turner Sports converted a host of bus shelters into dugouts. The idea? Put fans in the dugout alongside their baseball heroes. Equipped with mock dugout phones, the shelters featured any number of Philly legends as well as the de rigueur TBS messaging. Passengers who scanned the adjacent QR codes got a neat little surprise, too: Their phones automatically dialed up Hall of Famer Cal Ripken Jr., who offered a greeting and tune-in reminder.

Credits: Craig Barry, SVP Creative & Content Christina Miller, SVP Marketing & Programming Michael Potts, VP Network and New Media Design Jeff Mirman, VP Marketing Joe Clemente, SR Director Marketing Greg Mize, SR Manager Marketing Jordan Shorthouse, Creative Director Chris Poppleton, Art Director Chad Lauffer, Graphic Designer; Buffalo Wild Wings Flavor Fanatics and Hooters Wing Surveys by Buzztime for Buffalo Wild Wings and Hooters

Consumers generally aren't too keen on answering surveys during their idle moments, much less while they're dining. That's what makes the success of Buzztime's campaign in Buffalo Wild Wings and Hooters
restaurants so surprising. By integrating the surveys (about the sauces, seasonings and wings upon which consumers were chowing down) mwithin trivia games, Buzztime managed to accomplish what few restaurateurs have been able to do on their own: Glean insight while customers are on the premises, rather than after the fact. In a two-week stretch, it generated more than 80,000 survey results, and that's without incentivizing customers to participate.
Affiliated Agency: 22Squared (Atlanta) created the logo and art elements; Hooters design team created Hooters' art elements.

Credits: Kevin Lyon, Lead Artist, Buzztime Karl Hebron, Senior Artist, Buzztime

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2012 Digital Out-of-Home Awards

2012 Finalists