Focus groups are so last century. Who needs one when you can tap into legions through social media? That’s what Lays did in its search for a new chip flavor. Visitors to its Facebook app were asked to suggest flavors and names. Not sure what you like? The app rifles through your page, a cascade of ingredients and your photos pouring into the Lays bag on screen. The app then suggests flavors you might like. Apple and brie chips? Delicious.Find the complete list of 2012 OMMA Awards Finalists here.Winners …

Just how potentially scandalous is the content on your Facebook Timeline? For Shonda Rhime’s new show “Scandal,” ABC and AvatarLabs created an app that took photos and content from participant’s Facebook profiles and wove it into one of five scandals as it begins and is eventually put to rest by the Olivia Pope and her crack team in fast-paced video vignettes. Fans enjoyed the clever integration of scripted video and Facebook content and in true scandal form shared shared it with friends.Find the complete list of 2012 OMMA Awards Finalists

To reinforce General Electric’s Healthymagination global initiative, the company (an Olympic partner) launched HealthyShare, an online destination where Facebook users can commit to a healthier lifestyle by completing a series of athletic and lifestyle challenges tied to Olympic events. HealthyShare users shared posts with their friends, encouraging them to join. HealthyShare was mentioned in over 60 national publications, and attracted 67,648 active users who generated 4.2 million story impressions. With the Olympics over, Brand Networks is evolving HealthyShare as a continuing destination to promote GE.Find the complete list of 2012 OMMA …

RadioShack partnered with two tech experts — TechnoBuffalo’s John Rettinger and digitwirl.com’s Carly Knobloch — to create over 425 articles, videos and blog posts for the mobile section of eHow’s new Tech Channel. The retailer surrounded the content with ad units including skins and product recommendations. Over its first months, the program increased RadioShack’s awareness in the mobile category by 9 percent, consumers’ consideration to buying mobile products at RS by 1 percent, and the perception of RS as a mobile authority by 14 percent.Find the complete list of 2012 OMMA …

To promote P&G’s Crest & Oral-B Kids products to moms, the brand sponsored and produced content about children’s oral health on the site Cafemom. To help moms win “the bathroom battle” — getting kids to take care of their teeth — there were posts on topics such as “When A Child Loses A Tooth.” Active discussion boards showed moms’ engagement with questions like, “Is your tween in the habit of brushing, rinsing and flossing?”Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 …

In advance of the launch of the animated series “Electric City” from producer Tom Hanks, Pereira & O’Dell created a completely unbranded first-person ARG and blog called “TapJoint,” and seeded it in the gaming community. Speculation grew at what the game meant as the community collaborated on efforts to solve the game, which integrated elements of the series, which is set in a city in a post-apocalyptic world. As the audience grew, players gradually unraveled the mysteries in the game, one of which was the true nature of “Electric City” and …

Buick created a suite of smartphone games to educate consumers on the benefit of e-Assist, the fuel-saving technology that powers the Regal and Lacrosse. Regeneration Road and Roll & Boost require users to navigate through a course on one tank of gas, showcasing the power of regenerative breaking. Wind Tunnel Tester tests your engineering chops, as players redesign the body of the cars to see the impact on fuel efficiency. Well thought-out and executed and engaging, the games became popular in the iTunes store, earning a four-star rating.Find the complete list …

When the Sims hit Facebook, it was the convergence of two phenomena and highly anticipated. Dunkin’ Donuts became the first brand to be integrated into the new game, and Hill Holliday and DD came up with a vital and sensibly implemented integration that related to both game play and the brand. There have been other similar integrations since, but DD’s is still the most well done.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception in New York on

Last holiday season Microsoft Bing and SMG mined one of the best-loved animated specials to show what Bing could do. A series of videos put the characters from Rudolph the Red-Nosed Reindeer and related specials in situations where they used Bing to get out of jams. SMG and Microsoft partnered directly with one of the only stop-motion production companies that work with the Rudolph license holders and together, crafted fun and memorable scenarios that had Bing search at the heart of each story.Find the complete list of 2012 OMMA Awards Finalists …

Each of Best Western’s 4,000 hotels around the world is independently owned. The brand had this concern: “In an industry where the standard is consistency and homogeneity within a brand family, this made it hard for consumers to know what to expect at each of our hotels.” Gotham created a series of documentary videos designed to turn this independence into an asset; each video features the compelling story of a Best Western hotel owner.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 …