Commentary

2012 OMMA Awards Finalist: Integrated Online Campaign: Consumer Packaged Goods , Carat, Proctor & Gamble

Carat 

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
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