Videos that tug at the heartstrings work, and the agency created a series of humorous ones to deliver a serious message, using kids to persuade their parents to buy life insurance. Facebook was used to distribute them through premium video roll and sponsored stories, while the campaign included a New York Times online home-page takeover.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

Fidelity was able to accomplish its goal of establishing thought leadership in the financial space through superbly produced videos using employees suggesting beneath-the-radar opportunities. The campaign used some of the most valuable real estate on the Web: small ads bracketing the New York Times title at the top of its page. Offline, it used a link-up with a TED Conference and front-page ads in the Washington Post and Financial Times.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception in …

  The cereal used music as a way to drum up interest and turned to band We The Kings as a centerpiece. The band’s Twitter and Facebook pages were used to promote an opportunity to redeem codes in packages for VIP experiences via a microsite that included videos, acoustic versions of hit songs and behind-the-scenes photos on Instagram. A sweepstakes offered prizes that included a phone call with a band member. The campaign led up to a live Webcast concert, where fans could interact with the band.Find the complete list of 2012 …

Oppenheimer sought to provide easier-to-access and more thorough details about investment opportunities via a Global Tracker tablet app. A campaign used print, social media, iPad content and a link with the Tribeca Film Festival, where Oppenheimer was a “signature sponsor.”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

  What sets this campaign apart is the launch event in Times Square as women had their pictures taken, which were then swiftly shown off on Dove billboards. But the chance to look at oneself in a “living ad” used other media, as women could upload photos of themselves via an iPhone app or Facebook page and view it online. Using MSN as one outlet, women could look for their photos and give friends the opportunity to view them as well.Find the complete list of 2012 OMMA Awards Finalists here.Winners …

  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 …

Instead of overwhelming people with big changes to lower their blood pressure, Digitas devised a campaign to give them bite-sized changes. With helpful little tidbits of information (e.g., the center aisles of grocery stores have lots of bad-for-your-BP food; cruise the edges for healthier choices), people have had an easier time of getting healthy. Featuring a content-packed Web site and almost 100 emails and text messages, the program helps patients do the little things. So far, not only do 97 percent of the people who start the program stick with it, …

  Nautilus partnered with Velti after recognizing the need to satisfy 40 percent of users who were accessing their online site and emails via their mobile devices. Working closely with the Nautilus team, Velti developed a mobile site that allows consumers to view catalogues, product overviews, promotional offers, opt into mobile alerts, view videos and success stories, and request a product information kit via their mobile device. The results have been phenomenal. The TreadClimber mobile site grew 200 percent in visitor traffic year-over-year. And Nautilus saw a 95 increase in sales from …

  In an effort to provide inspiration and support to the HIV/AIDS community and demonstrate Bristol-Myers Squibb’s unwavering commitment to those infected and affected by HIV/AIDS, as well as improve access and engagement for BMS field representatives, the “Fight HIV Your Way” Photo Contest was created. LBi Health partnered with the acclaimed Alvin Ailey American Dance Theater (whose founder passed away from AIDS) and renowned hip-hop choreographer Rennie Harris. The contest has served as a rallying cry for the HIV community by highlighting and celebrating the strength and resilience of its members, …

Social gaming is on the rise and McDonald’s used product placement within Zynga’s CityVille to lift brand perception. It became the first branded restaurant integrated into the game, offering users a chance to place a virtual restaurant into their city. The virtual looks were the same as refashioned McDonald’s locations. Players could also post their city addition to Facebook and “like” the brand.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, …