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Winners of the MMA Global Mobile Marketing Awards 2010 with case studies and videos

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Posted by mobiThinking - 18 Nov 2010
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Update (November 2011): The 2011 winners of the MMA Global Awards are here.

Congratulations to the MMA Awards Winners. We have added links and embedded video (in many cases, the submission to the judges) for many of the winning campaigns.
Thanks to all winners and finalists who have sent in a link to their case studies and videos. If we do not have a link (or the best link) to your case study, site, app or video, please email details to: editor(at)mobiThinking.com.
If you would like to see the video/slideshow embedded, please upload it YouTube, Vimeo, Slideshare etc and send the link.

Awards: Mobile Marketing Association (MMA) Global Awards
Founded: 2004.
Deadline for entries: August 27, 2010
Entry fee: US $250 per entry for MMA Members, US $300 for non-members.
2010 Winners: November 17, 2010, at the Global Awards Ceremony in Los Angeles.
Advantages: MMA Global Awards are well-respected and draw in a broad range of mobile campaigns from big brands around the globe. Many agencies go to considerable lengths to showcase their best work, often putting together video case studies.
Disadvantages: mobiThinking believes that simple lists of finalists and winners are of limited use as a showcase of mobile excellence, unless they include descriptions, links, videos etc. With the help of the agencies behind these winning campaigns, mobiThinking has collected videos and links to case studies, news etc for the winners and finalists.
Previous winners and case studies: 2009 Winners.

Related content:

• Guide to mobile awards: • EMMAs • Smaato Awards • Cannes Lions • Webby Awards • Meffy Awards.
• Guide to mobile agencies - includes in-depth profiles of Mobile Dreams Factory, Clanmo, Pontomobi, Mobilera, Mobext,
• How to create an award-winning mobile campaign - with top tips from mobile awards judges.
• Greg Stuart: the mobiThinking interview with the new MMA president



The 2010 MMA Global Awards, by category and region

Best Use of Mobile Marketing – Branding

Global winner: Affle and Airtel make sports sponsorship go mobile for Maruti Suzuki

Best Use of Mobile Marketing – Branding – APAC
APAC winner: Affle and Airtel make sports sponsorship go mobile for Maruti Suzuki
APAC runner up: TELiBrahma Convergent Communications Pvt. Ltd. for Not another case of LOST entity (• See video below)

Best Use of Mobile Marketing – Branding – EMEA
EMEA winner: Mobile Dreams Factory and Clanmo for 2010 IKEA Interactive Catalogue
(• See: Profile of Mobile Dreams Factory; and • Profile of CLANMO.)

EMEA runner up: Aerodeon for Ruffles Goller Cepte Campaign
EMEA runner up: Yodel Digital Ltd. for Jobsite 2010 mobile preroll

Best Use of Mobile Marketing – Branding – LATAM
LATAM winner: Bluemessaging for SMS Cinema Guide

LATAM runner up: Future Group for Nestlé Receitas
LATAM runner up: Navteq Media Solutions for Knorr Mobile Application

Best Use of Mobile Marketing – Branding – NA
NA winner: Crispin Porter + Bogusky for BK King's Phone

NA runner up: PHD for HBO - True Blood Season 3
NA runner up: R/GA for Walmart iPhone App (• See video below)


Best Use of Mobile Marketing – Cross-Media Integration

Global winner: SilverstoneCIS and South African Government Communication for 2010 FIFA Soccer World Cup Mobile Communications Platform

Best Use of Mobile Marketing – Cross-Media Integration – APAC
APAC winner: Madhouse Inc. for Pepsi Music Revolutionary on Mobile (• See: Profile of Madhouse)
APAC runner up: Mindshare for Used Mobile - Saved Paper
APAC runner up: TELiBrahma Convergent Communications Pvt. Ltd. for Sprite @ CLT20/Free on demand video delivery

Best Use of Mobile Marketing – Cross-Media Integration – EMEA
EMEA winner: SilverstoneCIS and South African Government Communication for 2010 FIFA Soccer World Cup Mobile Communications Platform
EMEA runner up: Mobitainment South Africa for Surf Pick a Box
EMEA runner up: Mobilera, Mindshare for Cornetto Multiplayer Interactive Wall Projection Mapping Game (• See video below)

Best Use of Mobile Marketing – Cross-Media Integration – LATAM
LATAM winner: Queen Mob for Follow The Queen

LATAM runner up: Gazeta do Povo newspaper/Hanzo for “O Copo Do Mundo É Nosso” World Cup (• See video below)

LATAM runner up: QuickMedia Digital Agency for One Last Cheer (• See video below)

Best Use of Mobile Marketing – Cross-Media Integration – NA
NA winner: OMD, Dockers, DraftFCB for Shazam It
NA runner up: Bravo for Top Chef Interactive Experience
NA runner up: American Red Cross for Text "Haiti" to 90999


Best Use of Mobile Marketing – Direct Response

Global winner: Mobitainment South Africa for Surf Pick a Box

Best Use of Mobile Marketing – Direct Response – APAC
APAC winner: Cherrypicks for HKTDC 720 Mobile Marketing Innovation
APAC runner up: Mindshare India for Pepsi - The Game
APAC runner up: POCKETvouchers for Tui Blond Lager Sampling Campaign

Best Use of Mobile Marketing – Direct Response – EMEA
EMEA winner: Mobitainment South Africa for Surf Pick a Box
EMEA runner up: Akbank T.A.
EMEA runner up: Rabarba Digital Ad Agency for Lipton - The Woman Who Knows Everything

Best Use of Mobile Marketing – Direct Response – LATAM
LATAM winner: Addcel for Mobile Platform for Governor Candidate
LATAM runner up: Inalambria for Texaco Unbeatable Promotion (• See video below)

Best Use of Mobile Marketing – Direct Response – NA
NA winner: MS&LGroup, Maurices for Maurice's Mobile Style Club
NA runner up: MobiTV, Inc. for MobiTV
NA runner up: Point Reach for Bing for Mobile


Best Use of Mobile Marketing – Product/Services Launch – LATAM

Global winner: Future Group for Nestlé Receitas

Best Use of Mobile Marketing – Product/Services Launch – APAC
APAC winner: The Hyperfactory for Clinique 3-Step Product Launch & Sampling Campaign
APAC runner up: Maxus India for Nokia Music Store
APAC runner up: Mindshare for Unleashing the Figo in Style!

Best Use of Mobile Marketing – Product/Services Launch – EMEA
EMEA winner: Mr Price Group for mrpricemoney.mobi (see video below).
EMEA runner up: Aerodeon for Doritos "Do Me A Flavor" Campaign
EMEA runner up: Aerodeon for Ruffles Goller Cepte Campaign

Best Use of Mobile Marketing – Product/Services Launch – LATAM
LATAM winner: Future Group for Nestlé Receitas
LATAM runner up: Grupo Pontomobi for Dove Men+Care Sampling Machine (• See video below and profile of Pontomobi)

Best Use of Mobile Marketing – Product/Services Launch – NA
NA winner: The Hyperfactory for Trojan - Fire & Ice
NA runner up: Hipcricket Inc. for Arby's
NA runner up: R/GA for Nike Boom


Best Use of Mobile Marketing – Promotion


Global winner: Inalambria for Texaco Unbeatable Promotion

Best Use of Mobile Marketing – Promotion – APAC
APAC winner: Iconmobile for The North Face Red Flag Campaign

Best Use of Mobile Marketing – Promotion – EMEA
EMEA winner: Coca-Cola Great Britain for Gimme Credit - Every Pack Gets 50p Mobile Credit
EMEA runner up: Mobiento and McCann Norway for Enlighten yourself
EMEA runner up: Rabarba Digital Ad Agency for Drink Pepsi Talk Free

Best Use of Mobile Marketing – Promotion – LATAM
LATAM winner: Inalambria for Texaco Unbeatable Promotion
LATAM runner up: Future Group for Nestlé Receitas
EMEA runner up: Grupo Pontomobi for Hiperidolo Promotion (• See video below and profile of Pontomobi)

Best Use of Mobile Marketing – Promotion – NA
NA winner: Appssavvy for Powermat on MyTown
NA runner up: AT&T for 2010 AT&T Cotton Bowl Classic Mosaic
NA runner up: Molson Coors Canada, MyThum Interactive for Molson Canadian Seize the Summer


Best Use of Mobile Marketing – Relationship Building


Global winner: Mr Price Group for mrpricemoney.mobi (thanks to Lenco Mobile for sourcing this video).

Best Use of Mobile Marketing – Relationship Building – APAC
APAC winner: Cherrypicks for MTR Mobile

APAC runner up: Mindshare India for Thadani India says “My heart is healthy or at least I know if it’s not”

Best Use of Mobile Marketing – Relationship Building – EMEA
EMEA winner: Mr Price Group for mrpricemoney.mobi
EMEA runner up: conVISUAL for Vodafone CallYa & Win Campaign
EMEA runner up: Mobext Spain and Turespaña for iSpain (• See video below and Profile of Mobext)

Best Use of Mobile Marketing – Relationship Building – LATAM
LATAM winner: AndinaTech for Mobile Survey Platform: Collecting data for customer service excellence

LATAM runner up: Esporte Interativo, Hanzo for Soccer Manager SMS
LATAM runner up: Future Group for Nestlé Receitas

Best Use of Mobile Marketing – Relationship Building – NA
NA winner: The Orange County Transportation Authority, Text4Next

NA runner up: Maritz Canada for Make Friends With BlackBerry
NA runner up: Molson Coors Canada, MyThum Interactive for Molson Insider Program


Best Innovation

Global winner: Ginga Mobile for Carefree

Best Innovation – APAC
APAC winner: Aircel Ltd. for Aircel Pocket Internet

APAC runner up: Clearhub Pte Ltd. for ringEmail push Unified Mobility Suite
APAC runner up: Navteq Media Solutions for Pioneering Location Aware Mobile Ad Drives Consumers to Point of Purchase

Best Innovation – EMEA
EMEA winner: Mobilera for Cornetto Multiplayer Interactive Wall Projection Mapping Game (• See: Profile of Mobilera)

EMEA runner up: Auto Trader Mobile for Auto Trader Mobile
EMEA runner up: The Hyperfactory for Intel Work Smarter - UK

Best Innovation – LATAM
LATAM winner: Ginga Mobile for Carefree
LATAM runner up: F.biz for Lux - My Screen
LATAM runner up: F.biz and Navteq Media Solutions for Nokia Ad

Best Innovation – NA
NA winner: The Hyperfactory for Intel Work Smarter (USA)
NA runner up: Atimi Software for Vancouver Canucks App for iPhone & BlackBerry
NA runner up: ChaCha for ChaCha's Mobile Advertising Platform (• See video below)


Best Social Impact campaign

Global winner: Mobile Giving Foundation for Mobile Giving and Haiti
Runner up: Mobile Accord - mGive
Runner up: Praekelt Foundation for Young Africa Live (• See video below)

Academic of the Year

Global winner: Alcatel-Lucent for Alcatel-Lucent Market & Customer Insight Mobile Advertising Quantitative Study
Runner up: Ramin Vatanparast of Yahoo!
Runner up: Juliane Wagner of King's College London

Individual Achievement

Global winner: Melis Turkmen Ertem

Overall Excellence

Global winner: Kraft Foods

Lifetime Achievement Award

Global winner: Louis Gump, vice president of mobile, CNN

• For profiles of Melis Turkmen Ertem and Louis Gump, see Top Ten mobiThinkers 2009



Winners: if you would like to see your video case study featured here, and/or can provide us links to your award-winning mobile campaigns, please contact: editor (at) mobiThinking.com.


Finalist/runners up videos

TELiBrahma Convergent Communications for Not another case of LOST entity

R/GA for Walmart iPhone App

QuickMedia Digital Agency for One Last Cheer (click the CC button for English subtitles).

Grupo Pontomobi for Dove Men+Care Sampling Machine

Grupo Pontomobi for Hiperidolo Promotion

Mobext Spain and Turespaña for iSpain

ChaCha for ChaCha's Mobile Advertising Platform

Praekelt Foundation for Young Africa Live

Gazeta do Povo newspaper/Hanzo for “O Copo Do Mundo É Nosso” World Cup




Further reading:

• Guide to mobile agencies
• Guide to mobile industry awards
• Guide to mobile ad networks
• Global mobile stats: all latest quality research on mobile Web and marketing in one place
• The insiders' guides to mobile Web marketing:
Japan, Canada, USA, Germany, UK, India, Australia, Spain, South Africa, Brazil

• Conferences & awards for mobile marketers, with offers
• mobiThinking’s page of essential links


Posted by mobiThinking - 18 Nov 2010

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