• Best Use of Relevant Message and Environment: MediaCom, Times Square's First Social Media Billboard, 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.
  • Best Use of Relevant Message and Environment: PHD, Game of Thrones, 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.
  • Best Use of Relevant Message and Environment: The Wall Street Journal Office Network, Delta Airport Drive Times, 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 …
  • Best Integration with Traditional Media: PHD, Game of Thrones, 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.
  • Best Integration with Traditional Media: NBC Entertainment, Kinetic, Maxus, Smash/The Voice Season 2: Day of Digital, NBC Entertainment - Smash/The Voice Season 2
      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.
  • Best Integration with Traditional Media: Disney/ABC UnlimitedABC Regional Sports Entertainment Domino's Tracker 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 …
  • MOST ORIGINAL PAIRING OF OOH ADVERTISING WITH VENUE: Buzztime, Buffalo Wild Wings Flavor Fanatics and Hooters Wing Surveys
    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 …
    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 …
    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., …
  • BEST INTEGRATION WITH EXPERIENTIAL/ACTIVITY: Access 360, Media Cartoon Network Hall of Game Awards 2012 Tune In
    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 …
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