The 2013 PRO Awards

The 2012 PRO Awards Winners

The PRO Awards recognize outstanding promotion marketing in 27 categories. They are the benchmark for outstanding creativity in the marketing industry, as judged by a jury of independent experts. We are proud to announce the 2012 PRO Awards winners below! Please click on the links in the list to view a capsule description of each campaign that was in the running for top honors in that category. To listen to a replay of the PRO Awards winners’ webcast, please register here.

BEST PROMOTION 2012

Canon Regains #1 Leadership
Position for DSLRs
Agency: Grey Alliance
Client: Canon USA

BEST MULTIDISCIPLINE
PROMOTION

WINNER: Focus Rally
Agency: Team Detroit
Client: Ford2nd PLACE: Canon Regains #1 Leadership Position for DSLRs
Agency: Grey Alliance
Client: Canon USA3rd PLACE: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone LightHonorable Mention: Cottonelle Ultra Switch
Agency: Tris3ct
Client: Kimberly-ClarkBEST USE OF EVENT OR GUERRILLA MARKETING (FIVE OR LESS VENUES)

WINNER: Super Mario 3D Land Launch
Agency: The Marketing Arm
Client: Nintendo2nd PLACE: Consumer Cybercrime Index Launch
Agency: AGENTX
Client: Symantec3rd PLACE: MileagePlus Explorer Card Baggage Claim
Agency: Source Marketing
Client: Chase Card ServicesBEST USE OF EVENT OR GUERRILLA MARKETING (MORE THAN FIVE VENUES)

WINNER: Philips LED Light Experience
Agency: Source Marketing
Client: Philips2nd PLACE: Oreo 100th Birthday Celebration
Agency: DFCBX
Client: Kraft3rd PLACE: Levi’s Mirror, Mirror… What’s My Curve ID?
Agency: Grow Marketing
Client: Levi Strauss & Co.Honorable Mention: Made For All
Agency: Neverstop
Client: UniqloBEST VEHICLE-BASED PROMOTION

WINNER: Boardwalk Empire – Compliments of Nucky
Agency: Civic Entertainment Group
Client: HBO2nd PLACE: Pico De Gap
Agency: A Squared Group
Client: Gap3rd PLACE: Samsonite Tough Tour
Agency: AMP Agency
Client: SamsoniteHonorable Mention: USTA Smashzone Mobile Tour
Agency: United States Tennis Association (USTA)
Client: United States Tennis AssociationBEST SAMPLING OR TRIAL RECRUITMENT PROMOTION

WINNER: Kikkoman – The Secret Ingredient
Agency: DraftFCB
Client: Kikkoman Sales USA, Inc.2nd PLACE: Levi’s Mirror, Mirror… What’s My Curve ID?
Agency: Grow Marketing
Client: Levi Strauss & Co.3rd PLACE: Triscuit Home Farming Day
Agency: Momentum Worldwide
Client: Kraft Foods, TriscuitHonorable Mention: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: OlympusBEST INCENTIVE PROMOTION

WINNER: Call of Duty Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop2nd PLACE: My Coke Rewards Million Point Giveaway
Agency: The Marketing Store
Client: Coca-Cola3rd PLACE: Gears of War 3 Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStopHonorable Mention: EA SPORTS – Look and Play Like a Winner
Agency: EA SPORTS, Gillette, Walmart, SonyPlaystation
Client: EA SPORTSBEST CAUSE-BASED PROMOTIONWINNER: Play Today, Illuminate Tomorrow
Agency: The Marketing Arm
Client: State Farm 2nd PLACE: 7 Wonders of the U.S.A. Teacher Tour
Agency: Wunderman3
Client: Hostess Brands3rd PLACE: Focus Bonus Drive
Agency: Team Detroit Inc.
Client: Ford Motor CompanyHonorable Mention: Believe in Heroes® Campaign
Agency: Acosta Marketing Group (AMG)
Client: Wounded Warrior ProjectBEST SPONSORSHIP OR TIE-IN PROMOTION

WINNER: CONAN / AT&T Blimp Sponsorship
Agency: Turner Broadcasting Ad Sales
Client: AT&T2nd PLACE: Crash the Super Bowl
Agency: The Marketing Arm
Client: Doritos3rd PLACE: Call of Duty Rank Up
Agency: The Marketing Arm
Client: DoritosHonorable Mention: Pepsi X Factor Sponsorship Activation
Agency: PGW Experience
Client: PepsiCoBEST PROMOTION THAT USES A HOLIDAY THEME IN ITS PROMOTION

WINNER: UL Commit a Minute to Safety 2011
Agency: MSLGROUP
Client: UL2nd PLACE: The More, the Merrier
Agency: Tenthwave
Client: eBay3rd PLACE: Sonicare ‘Unwrap the Love’ Holiday Promotion
Agency: Marketing Drive, Carat
Client: PhilipsHonorable Mention: Being Human S2 Temptation Campaign
Agency: Syfy
Client: Syfy

BEST USE OF PUBLIC RELATIONS

WINNER: Canon Regains #1 Leadership Position for DSLRs
Agency: Grey Alliance
Client: Canon USA2nd PLACE: Oreo 100th Birthday Celebration – US Execution
Agency: Weber Shandwick
Client: Kraft Foods3rd PLACE: Hilton Huanying
Agency: Hilton Hotels & Resorts
Client: Hilton Hotels & ResortsHonorable Mention: UL Commit a Minute to Safety 2011
Agency: MSLGROUP
Client: ULBEST USE OF GAMES, CONTESTS AND SWEEPSTAKESWINNER: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s 2nd PLACE: Focus Rally
Agency: Team Detroit
Client: Ford Motor Company3rd PLACE: Danimals ‘Rally for Recess’
Agency: Marketing Drive, Possible Worldwide
Client: The Dannon CompanyHonorable Mention: Levi’s Mirror, Mirror… What’s My Curve ID?
Agency: Grow Marketing
Client: Levi Strauss & Co.MOST INNOVATIVE COMMUNICATION STRATEGY

WINNER: Swamp People Season 3
Agency: Civic Entertainment Group, 30Sixty
Client: HISTORY2nd PLACE: A Better Way to Tailgate
Agency: MSL New York
Client: Procter and Gamble3rd PLACE:Latte Love
Agency: Draftfcb
Client: MilkPEPHonorable Mention: HP Spectre & Tiesto CES Launch
Agency: Infinity Marketing Team
Client: Hewlett Packard CompanyBEST MULTICULTURAL/ETHNIC PROMOTION

WINNER: Juega Hoy. Ilumina el Mañana.
Agency: The Marketing Arm
Client: State FarmHonorable Mention: ¡Emboricuate!
Agency: The Integer Group
Client: MillerCoors Brewing Company2nd PLACE: Hidden C
Agency: Arnold Worldwide
Client: Vertex Pharmaceuticals3rd PLACE: Kleenex “Atrapa-Estornudos” (Sneeze Catchers)
Agency: MASS Hispanic
Client: Kimberly-Clark: Kleenex BrandBEST PROMOTION TARGETING A SPECIFIC DEMOGRAPHIC

WINNER: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light2nd PLACE: Call of Duty Rank Up
Agency: The Marketing Arm
Client: Doritos3rd PLACE: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone LightHonorable Mention: Levi’s Mirror, Mirror… What’s My Curve ID?
Agency: Grow Marketing
Client: Levi Strauss & Co.BEST PROMOTION GENERATING BRAND AWARENESS

WINNER: Canon Regains #1 Leadership Position for DSLRs
Agency: Grey Alliance
Client: Canon USA2nd PLACE: Focus Rally
Agency: Team Detroit
Client: Ford Motor Company3rd PLACE: Cool Jobs with Mario Batali
Agency: The Marketing Arm
Client: Monster.comHonorable Mention: Jane’s Addiction Comes Alive
Agency: Momentum Worldwide
Client: LG Electronics Mobile North AmericaBEST DEALER, SALES FORCE OR B2B PROMOTION

WINNER: The PO Box – Your Other Address
Agency: Draftfcb
Client: U.S. Postal Service2nd PLACE: Cisco GSX 2011
Agency: George P. Johnson
Client: Cisco3rd PLACE: Owners Access
Agency: Upshot
Client: Hilton WorldwideHonorable Mention: Unilever Sandwich Pro
Agency: Ryan Partnership
Client: UnileverBEST RETAIL PROMOTION

WINNER: Pets Love Walmart
Agency: Catapult Action Biased Marketing
Client: Mars Petcare2nd PLACE: Call of Duty Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop3rd PLACE: Gears of War 3 Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStopHonorable Mention: Warriors in Pink and Lifetime’s Five
Agency: Team Detroit
Client: Ford Motor Company Warriors in PinkBEST PROMOTION ON A BUDGET (UNDER $250,000)

WINNER: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light2nd PLACE: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s3rd PLACE: Dockers Are You an Alpha Fan?
Agency: Grow Marketing
Client: Dockers/Levi Strauss & Co.Honorable Mention: Fun Fresh Talent
Agency: Noise Digital
Client: Tic Tac Canada

BEST IDEA OR CONCEPT

WINNER: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light2nd PLACE: Cup of Misfit Pens
Agency: TRIS3CT
Client: Newell Rubbermaid Office Products3rd PLACE: 7 Wonders of the U.S.A. Teacher Tour
Agency: Wunderman3
Client: Hostess BrandsHonorable Mention: Play Today, Illuminate Tomorrow
Agency: The Marketing Arm
Client: State FarmBEST WEB-BASED PROMOTION

WINNER: Focus Rally
Agency: Team Detroit
Client: Ford2nd PLACE: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s 3rd PLACE: 7 Wonders of the U.S.A. Teacher Tour
Agency: Wunderman3
Client: Hostess BrandsHonorable Mention: Disney Cruise Adventure
Agency: Prizelogic
Client: Disney Cruise LineBEST MOBILE PROMOTION

WINNER: Glamour and SpyderLynk Buy-it-Now Campaign
Agency: SpyderLink
Client: Glamour Magazine2nd PLACE: LG U.S. National Texting Championship
Agency: Alcone
Client: LG MobileComm USA3rd PLACE: Sony Pictures – Arthur Christmas: Naughty or Nice
Agency: Nickelodeon
Client: Sony PicturesHonorable Mention: Magnum Ice Cream: Pleasure Personified
Agency: Ryan Partnershiip
Client: Unilever
BEST USE OF SOCIAL MARKETING IN A PROMOTION

WINNER: White Sock Contest
Agency: PHD
Client: Bissell2nd PLACE: Cha-Ching! Facebook Campaign
Agency: redpepper
Client: Kirkland’s3rd PLACE: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’sHonorable Mention: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: OlympusBEST USE OF VIDEO IN A PROMOTION

WINNER: Inside Every Good Dog is a Great Dog
Agency: Arc Worldwide/Leo Burnett
Client: Nestle Purina, Pro Plan2nd PLACE: Cup of Misfit Pens
Agency: TRIS3CT
Client: Newell Rubbermaid Office Products 3rd PLACE: UL Commit a Minute to Safety 2011
Agency: MSLGROUP
Client: ULHonorable Mention: True Blood S4 Immortalize Yourself
Agency: HBO
Client: In-House
BEST USE OF BRANDED WEB GAME(S)

WINNER: Dip-A-Drip
Agency: The Integer Group
Client: 7-Eleven2nd PLACE: Jameson 1780
Agency: Evolution Bureau
Client: Pernod Ricard USA3rd PLACE: Go for the Emerald
Agency: The Marketing Arm
Client: oneworld AllianceHonorable Mention: BNCM: Norton Security Campaign
Agency: Barnes & Noble College Marketing
Client: Barnes & Noble College MarketingBEST CROSS-PLATFORM PROMOTION USING INTERACTIVE CHANNELS

WINNER: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: Olympus2nd PLACE: Inside Every Good Dog is a Great Dog
Agency: Arc Worldwide/Leo Burnett
Client: Nestle Purina, Pro Plan3rd PLACE: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone LightHonorable Mention: Magnum Ice Cream: Pleasure Personified
Agency: Ryan Partnership
Client: UnileverBEST CREATIVE

WINNER: Canon Regains #1 Leadership Position for DSLRs
Agency: Grey Alliance
Client: Canon USA2nd PLACE: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light3rd PLACE: Jameson 1780
Agency: Evolution Bureau
Client: Pernod Ricard USAHonorable Mention: Made For All
Agency: Neverstop
Client: Uniqlo