The campaign was an early mover in what is an emerging trend in advertising: using a second-screen function with a TV spot. TV ads had a tag from Shazam, where tagging
led to additional content on another device. Carat also used digital music and social media at once through a partnership with Spotify around an Andre 3000 soundtrack. An effort with Vibe incorporated
Twitter to distribute celebrity/influencer content.
Find the complete list of 2012 OMMA Awards Finalists
here.
Winners will be announced at the 2012 OMMA Awards reception in New York on
October 1,
2012