Detroit Labs Takes 'Best In Show' At Creative Media Awards

Detroit Labs, a mobile apps shop that is less than two years old, took “Best in Show” during MEDIA magazine’s Creative Media Awards Thursday night in New York City for the “Chevy Game Time” app it developed for General Motors’ Chevrolet division. 

The “second-screen” app enabled 2011 Super Bowl fans to experience alternate content and interact with television coverage of the Big Game in a way that the CMA judges deemed to be the most creative overall use of a medium in this year’s competition.

Co-Founder and CEO Paul Glomski and colleague Joshua Diskin seemed genuinely surprised when they took the stage for the second time to receive the “Best in Show” award, after previously winning in the “New/Emerging/Experimental Media” category for “Chevy Game Time.”

“This is incredible,” Glomski told MEDIA, “we’re only a little over a year old.”

With the exception of Goodby, Silverstein & Partners, which collaborated with Detroit Labs on the “Chevy Game Time” app development, no other agency won multiple CMAs this year, marking a first for the nine-year-old awards show. Goodby also won in the Business Media category for its “Brand Solutions” campaign for client Adobe Systems.

Other category winners at the CMAs include:

Branded Content: PHD for GlaxoSmithKline’s Aquafresh Nurdles

Communications Channel Plan: McKinney for Mizuno’s Mezamashii

Content Marketing: MediaCom USA and Discovery Communications for Volkswagen’s “Shark Week 25th Anniversary”

Creative: Fallon for IFC’s “Bunk”

Interactive TV: Media Plan: Initiative and BrightLine for Dr Pepper Snapple Group’s The Dr Pepper TEN Shed

Media Plan: Horizon Media for A&E/History’s “Hatfields & McCoys”

Mobile: Hill Holliday for Dunkin' Donuts’ “Dunkin' Donuts Coffee Customizer”

Multicultural: Rezonate Media for AT&T’s “Away We Happened”

Online Media/Branding: Butler, Shine, Stern and Partners for Columbia Sportswear’s “Wim Hof / Omni-Heat Electric”

Online Media/Search: Covario for Epicor’s Global ERP Software

Online Media/Video: MEC for Dreamworks Animation & Paramount Pictures’s “Madagascar 3” Innovid video campaign

Outdoor Media: Colle+McVoy for WinField’s Answer Plot, Giant Farmers

Performance Media & Marketing: BSSP & Greyhound for Greyhound’s “Sales Driving”

Place-based Video: mediahub/Mullen for Barnes & Noble NOOK’s “Clean Air”

Print (Newspapers and/or Magazines): OMD for The CW Network’s “Live Twitter Feed in a Magazine” for The CW

Radio: Havas Worldwide Chicago for Cracker Barrel’s “Old Country Store, Handcrafted”

Research//Consumer Insights: Roundarch Isobar for The Coca Cola Company’s “The Bubbler”

Social Media: 360i for Oscar Mayer’s “The Great American Bacon Barter”

Television: The Richards Group for Fruit of the Loom’s “Move to Comfort”

Briefs on all of the 2012 Creative Media Awards winners and finalists can be read here.



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