This supermarket chain used email as a way to connect and activate its fans, both in the email content and through heavy Facebook integration. The four-week Holiday Bake-Off Promotion coincided with the winter holiday season. The campaign encouraged people to submit their favorite recipes using Food Lion’s Facebook tab. Once people submitted their recipe — in one of four categories — an email was triggered, real-time, using an API call in ExactTarget. The email had the user-submitted photo and the recipe in a shareable format that linked back to the brand’s …

With fun, engaging creative, Yesmail spread the word about an HP clearance event. At first glance, the email looks like a static email, with art displaying HP products. Then poof! One by one they begin to disappear in a puff of smoke. The playful message that shoppers needed to hurry or miss the best deals was effective: Compared to the same event the year before, the 2012 campaign saw a 132 percent lift in clicks, a 37 percent lift in conversion and generated a 29 percent lift in revenue per message …

This one is an attention-getter. Yahoo users were minding their own business when suddenly “Arthur,” Zappos’s newest model, streaks across their screen, covered by only a censor bar reading “More than Shoes.” You are invited to dress him up, and by clicking on the man you are taken on an adventure through the Web, following him as he tries to find clothing on a weather site, a cat video site, and a news site. The best part of this ad is that if you ignore him and continue on to reading …

Nothing is more likely to engage a customer than actually trying the product, but that’s pretty hard when you’re interacting through the virtual space. In an elegantly simple solution, mediahub/Mullen replaced the home pages of several book-related sites with that home page, as seen on a NOOK. The page retained all functionality and viewers were able to go about their usual business, but now they were doing it by interacting with the NOOK interface. It doesn’t change the Web experience at all — and that’s the point.

Quantasy was tasked with making the Honda CR-V appeal to the African American woman, which they did admirably by creating a set of videos in a quirky and fun visual style, each outlining a woman going about her daily life in this car. She ferries her kids to school, calls her mother, drives in the rain, and camps with her boyfriend, and when the video is done, rollover points appear all around the scene inviting the viewer to see how each part of the car helps her live her best life.

Second-screen viewing became a key part of the Super Bowl marketing blitz in 2012. Goodby, Silverstein & Partners capitalized on the opportunity with the Chevy Game Time app, extending Chevrolet’s branding for the event beyond its traditional TV buy. Aimed at capturing the attention of casual viewers, the app featured a contest to win a car, goofy trivia, and in-game commentary and social interaction. It made the Top 10 iTunes apps on Super Bowl Sunday and garnered 700,000 registered players. Find the complete list of 2012 OMMA Awards Finalists here.Winners will …

FedEx hasn’t run a Super Bowl TV spot since 2008. This year it crashed the big game by teaming up with Shazam to market via the second screen. Through Shazam’s TV-tagging app, FedEx let viewers unlock exclusive content including game stats, custom polls and an ad-rating feature. It also had a mobile banner driving users to its YouTube channel. The program drew 216,000 unique viewers within a few hours, with almost half “Shazaming” content more than once. Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced …

  By celebrating John Deere’s customers with the “You’re On” Web site, Gyro Chicago made sure that regular people who’ve dedicated years of their lives to help John Deere design their latest equipment were given rock-star treatment. The site also tracks the latest industry chatter with a section dedicated to the travels of a mobile production studio, and includes a fun online product ideation tool that allows customers to make product suggestions that are peer rated, and John Deere analyzed, in real time. The idea to give contractors a bigger stage on …

Tasked with revamping P.F. Chang’s existing loyalty-card program, Rockfish developed an attractive app that manages to be useful as well as fun. On the practical side, it offers menu listings, and the ability to place an order and find a location, and “Warrior” rewards. But it also has entertaining features like the “Dish of Destiny,” which suggests a dish based on a user’s Chinese Zodiac sign. People can also create and crack open virtual fortune cookies.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at …

  GoMo went back to basics: effectively teaching businesses how to mobilize their sites. Mediahub/Mullen, using their proprietary media research tool “Scout,” stressed that peers have the greatest influence on business decisions, and their efforts far exceeded expectations as over 1 million visitors have used the site, over 100,000 businesses have tested their Web sites on the innovative GoMo meter and tens of thousands of websites in the U.S. have been created as a direct result of the Web site. The campaign was so successful that Google elected to mirror the effort …