For a brand like AT&T, its image among millennials is only as good as its local cell coverage. That’s why partnering with Turner Entertainment, and specifically the Team Coco Tablet App that super-sizes every episode of Conan O’Brien’s talk show, was such a smart move. The master stroke was serving up exclusive Conan content that displayed during AT&T ads, which roped in the two-screen-savvy, social-media-crazed Conan audience.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception in New York on …

We’ve all seen how social media works on a large scale, so it’s refreshing to learn how well a program tapping Pandora’s mobile platform could drive local traffic to — wait for it — a dentist. The dentist hoped to reach a certain type of patient — working professionals with PPO coverage who lived or worked nearby — and Pandora tweaked its offering to geotarget them specifically. New patient volume surged immediately, from 8-10 per month to more than 30.Find the complete list of 2012 OMMA Awards Finalists here.Winners …

Recognizing how coffee nuts often consider their order an extension of their personality, Dunkin’ Donuts figured they might be keen on sharing. To that end, the chain’s Facebook page encouraged them to share The Dunkin’ Donuts Coffee Customizer with friends. From there, they could build and customize an order using their smartphones, swiping and tilting to, say, add or subtract creamer. Each of the 300-plus customizations came with its own creative copy, too.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA …

  The Range Rover Evoque SUV multimedia launch campaign was designed around the idea of presence. It included TV and print, with a strong digital emphasis targeting the car’s prospect audience of young urban style-setters. Evoque was the first-ever car for sale in Gilt — it was bought in 11 seconds. A technically ground-breaking iAd pushed the boundaries of mobile advertising. Marquee placement on The New York Times saw the Evoque become the news. Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA …

Marketers tend to overuse the word “immersive” to describe advertising media, but Wunderman pulled it off in this rich media Land Rover iAd. The ad pulls in the viewer through a gyroscope, creating a 360-degree view of the interior. The average time spent with the iPhone iAd was 77.5 seconds, compared with an auto industry average of 66 seconds. The iPad iAd produced an average time spent of 80.1 seconds, compared with an industry average of 60 seconds, and tap-through rates of 59 percent and 8.10, compared with averages of .50 …

Targeting kids 6-14, Moxie built a campaign for Cartoon Network’s Level Up. The campaign, filled with mobile ads, trailers and shareable media on social sites and YouTube, stepped away from animation and toward action to think out of the box —literally outside the video frame — to interact with others. Actors recorded videos, later seeding social media sites with shareable content. As a result of the campaign, the cartoonnetwork.com game “Maldark: Conqueror of All Worlds” continues to attract players, with nearly 9 million game-plays to date.Find the complete list of 2012 …

The MyMix mobile campaign allowed consumers to photograph pictures in print publications like Stylist, Look, Elle, Marie Claire, InStyle, Glamour, Cosmopolitan, Company, Women’s Health, Red and Bazaar, and search for the items online across eBay’s UK marketplace, where more than 40,000 online fashion businesses trade. The offline ads led to an online click-through rate of 0.99 percent. Consumers had an option of making a purchase from the app, contributing to eBay’s 23 percent revenue jump to $3.4 billion in Q2 2012.Find the complete list of 2012 OMMA Awards Finalists …

  To launch the 2013 Escape SUV, Ford Motor Company collaborated with Team Detroit and Rokkan to create “Escape Routes”: the first primetime social TV show. The reality TV competition was broadcast on NBC, and Hulu combined real-time social media interactions and at-home play to create a completely new kind of interactive entertainment experience. At-home viewers were able to follow and effect the outcome of the six Escape Route teams as they traveled across the country competing in extreme challenges through Facebook, Twitter and YouTube interactions as well as mini-game playing and …

Mindshare’s partnership with Google allowed it to run early tests of a chat-in-ad feature for SAP. The paid search ad let people searching on Google chat with SAP representatives from a Google search engine query results page. The AdWords extension reduces the time it takes to speak with leads. It also includes site links that let people click from the paid search ad through to landing pages.Find the complete list of 2012 OMMA Awards Finalists here.Winners will be announced at the 2012 OMMA Awards reception in New York on …

  Within the truck category, few Hispanics knew of or preferred Dodge/Ram, while their competitors have been trusted for generations. To find a way for Hispanic consumers to get to know and try the new Ram truck, television creative was filmed in Texas featuring testimonials of successful bilingual business owners who vouch for how Ram helps them succeed on the job every day. The creative became digital word-of-mouth, featuring TV talent recommending the Ram brand in Web site takeovers, rich-media units and online ads. Campaign elements were featured on the Yahoo En …