When Virgin Mobile wanted to stand out in a social media campaign in an already crowded space, they went to leading social publisher, BuzzFeed for help. For Virgin Mobile, BuzzFeed created a newsroom strategy that paid attention to social conversations already happening online to create a fun, engaging, pop culture experience. The post was called “11 Things No One Wants To See You Instagram,” which featured mundane things, and received nearly 330,000 total views. Virgin Mobile and BuzzFeed enlisted Vizu, an independent analytics company to evaluate the impact of the campaign. …

SMG and Weiden+Kennedy partnered to bring a true second-screen experience to this year’s Super Bowl. The popular animated Coca-Cola Polar Bear characters were on hand throughout the entire game, reacting in real-time to the play on the field and even the other commercials (unsurprisingly, they found Sir Elton’s Pepsi spot to be a snoozer). The live-stream experience was designed to work seamlessly across Facebook, YouTube and Twitter, enabling frictionless interaction with the content. The “Polar Bowl” live stream garnered 9 million total digital streams with 28 minutes of average viewing time.Find …

To build hype in advance of the release of Kinect Star Wars on XBox 360, UM got the spirit of the game right into users’ hands, creating a mobile app to display users’ Twitter and Facebook feeds, which was much more than the typical promotional skin. The feeds were turned into the classic “A long time ago in a galaxy far, far away” scroll. Not only were social media tools in hand so people could share their experiences, but so were simple functions to pre-order the game.Find the complete list of …

VML increased the visibility of ASICS — a sponsor of the 2011 Gold Coast Marathon in Australia — well beyond a logo on a banner. Runners were able to prewrite status updates they wanted to post to their Facebook timelines at specific points in the race through an ASICS-branded app. The messages were triggered by the RFID chips the runners all wear to time the race. When the messages were sent, friends and family at home were alerted to the runner’s status; they in turn were encouraged to leave video messages …

  The Foot Locker campaign creatively utilized Instagram, one of the most popular tools among their target audience, to drive interest and interaction. The campaign seamlessly tied together their own and competitive retail stores, trending sport topics via multiple mobile and social media platforms. The result was a significantly higher increase in followers, reactions, earned-media impressions, click-through rate compared to standard banner campaigns, all achieved in a very short period of time.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception …

  Dressbarn took a unique and broad approach to successfully grow their reach with these four non-product oriented promotions, increasing their Facebook fanbase fivefold during a six month period. The breadth of these promotions involved significant social, mobile and digital components. Celebrating womanhood through sharing was the common theme of all four executions, which were designed to attract new customers and connect with existing fans, while showing Dressbarn’s commitment to charitable organizations and causes.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA …

To connect with its customers, Cigna Health Insurance and Hill Holiday launched the “Go You” hub. Through Facebook apps like “If You Really Knew Me,” fans engaged with both the brand and their friends, sharing what were the things that mattered to them most. Virtual events such as “The New Year's Non-Resolution,” videos, badges and other original content completed the integrated experience. In seven months, the page gained more than 70,000 followers and garnered millions of impressions. Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced …

Letting all its fans play virtual vampire dress-up, HBO launched Maker’s Day, with the conceit being that vampires have a “maker”— the one who turned them into a vampire — and fans of vampire melodrama also have a maker — the one who turned them on to the show. The application scoured users’ Facebook Timelines using keywords from the show, pulled out various moments from your True Blood social past and created your TRUEBIE history ‘infographic’ — including who your Maker is, so you could thank them. Shareables, such as avatars …

  One would never imagine pairing Zombies and old-school midwestern Ace hardware stores, but that’s the beauty of this campaign. Westlake Ace Hardware launched a tongue-in-cheek social and viral centric integrated promotion, playing off the usual storm damage preparedness theme, by offering a full-blown Zombie Preparedness Kit. With featured YouTube tutorials answering FAQ’s like “If Zombies arise from my lawn, how do I repair the damage,” this highly successful campaign reached a younger audience, and drove an almost 400% increase in social engagement.Find the complete list of 2012 OMMA Awards Finalists

Love it, hate it, or indifferent to it, people on Facebook were taking to Timeline and learning what was possible with the redesign. Anthem seized on this to spread the word for Michelob ULTRA Light Cider. Using the visual nature of Timeline’s layout, a series of posts brought fans through the cider-making process. When viewed on ULTRA Light Cider’s page, the series of posts look like one cohesive and eye-catching infographic. Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception …