2011 PRO Awards Finalists

BEST MULTIDISCIPLINE CAMPAIGN

Arm Yourself for the Ones You Love
Agency: Arc Worldwide
Client: Walgreens

Game of Thrones- Maesters Challenge
Agency: HBO
Client: HBO

3rd PLACE:
Huddle to Fight Hunger
Client: Kraft Foods
Agency:
• 360i (digital)
• Weber Shandwick (PR)
• HMT (Shopper Marketing agency)
• mc garry bowen (advertising)
• MediaVest (media)
• IMG (sponsorship)
• Upshot (consumer promotion)
• The Hyperfactory (mobile)

Honorable Mention:
Yahoo! News Ask America
Agency: Yahoo!
Client: Yahoo!

BEST USE OF EVENT MARKETING (FIVE OR LESS VENUES)

Pop-Tarts World
Agency: Gigunda Group
Client: Pop-Tarts, a Kellogg brand

We Like Coca-Cola Village
Agency: Promarket Group
Client: The Coca-Cola Company Israel

3rd PLACE:
Coca-Cola Recycle Pop-Up Store
Agency: Promarket Group
Client: The Coca-Cola Company Israel

Honorable Mention:
24 Marathon and Fan Fest
Agency: Hill & Knowlton
Client: Twentieth Century Fox Home Entertainment

BEST USE OF EVENT MARKETING (MORE THAN FIVE VENUES)

World Cup Match Trucks
Agency: Civic Entertainment Group
Client: ESPN

Yahoo! Penalty Shootout
Agency: Yahoo!
Client: Yahoo!

3rd PLACE:
FIFA World Cup™ Trophy Tour by Coca-Cola
Agency: ignition
Client: The Coca-Cola Company

Honorable Mention:
Thomson Reuters Launches Eikon
Agency: Jack Morton Worldwide
Client: Thomson Reuters

BEST VEHICLE-BASED EXPERIENTIAL CAMPAIGN

World Cup Match Trucks
Agency: Civic Entertainment Group
Client: ESPN

Top Gear Taxis
Agency: Civic Entertainment Group
Client: The History Channel

3rd PLACE:
Mobile Learning Center Program
Agency: RedPeg Marketing
Client: National Guard

Honorable Mention:
ProCombat Rivalry Customization Tour
Agency: MTKG INC
Client: Nike

BEST SAMPLING PROGRAM OR TRIAL RECRUITMENT

The Skinny Cow
Agency: Alcone Marketing Group
Client: Nestlé Dreyer's Ice Cream

Holiday Photos on the Fly
Agency: 206 inc
Client: Microsoft Windows

3rd PLACE:
Together for a Sweet Cause
Agency: MRA experiential tours & equipment; Rock and Rain
Client: Ben & Jerry’s and Target

Honorable Mention:
Feel Good in Naturalizer Tour
Agency: SJI Inc.
Client: Brown Shoe Company

Best Incentive Campaign

GameStop Surprize Attack 2
Agency: The Marketing Arm
Client: GameStop

New Zealand Book Month
Agency: Rapport Advertising and Marketing
Client: New Zealand Book Month

3rd PLACE:
Destination X
Agency: CiEvents
Client: IBM

Honorable Mention:
Crack the Case
Agency: Ogilvy
Client: Intercontinental Hotels Group

BEST CAUSE-BASED PROMOTION

Huddle to Fight Hunger
Client: Kraft Foods
Agency:
• 360i (digital)
• Weber Shandwick (PR)
• HMT (Shopper Marketing agency)
• mc garry bowen (advertising)
• MediaVest (media)
• IMG (sponsorship)
• Upshot (consumer promotion)
• The Hyperfactory (mobile)

Education Nation
Agency: Civic Entertainment Group
Client: NBC News

3rd PLACE:
Mobile Learning Center Program
Agency: RedPeg Marketing
Client: National Guard

Honorable Mention:
New Zealand Book Month
Agency: Rapport Advertising and Marketing
Client: New Zealand Book Month

BEST SPONSORSHIP OR TIE-IN CAMPAIGN

Ogres & Onions Shrek and Vidalias
Agency: Langston Communications
Client: Vidalia Onion Committee

7-Eleven Zynga Promotion
Agency: The Integer Group
Client: 7-Eleven

3rd PLACE:
You’ve Got a Friend in Mom: Pull-ups/Toy Story 3
Agency: JWT Action
Client: Kimberly-Clark

Honorable Mention:
Pepto-Bismol Takes a Bite Out of Summer
Agency: MSL New York
Client: Procter & Gamble

BEST CAMPAIGN THAT USES A HOLIDAY THEME IN ITS PROMOTION

Holiday Photos on the Fly
Agency: 206 inc
Client: Microsoft Windows

The Official Drink of St. Patrick’s Day
Agency: Marketing Drive, Vizeum, Ad Nectar, Legacy Marketing Partners, TBWA
Client: Pernod Ricard USA

3rd PLACE:
Holiday House of Walker
Agency: MKTG INC
Client: Johnnie Walker, Diageo

Honorable Mention:
Bag or Tent
Agency: Circle One Marketing
Client: Reynolds Wrap

BEST USE OF PUBLIC RELATIONS IN A PROMOTION CAMPAIGN

7-Eleven Slurpee Unity Tour
Agency: Freshworks/TracyLocke/Integer/Ketchum/TPN
Client: 7-Eleven

Text Ed with Jane Lynch
Agency: Alcone Marketing Group
Client: LG Electronics

3rd PLACE:
Tostitos Connect to Home Bowl
Agency: The Marketing Arm & Ketchum
Client: Tostitos/Frito-Lay

Honorable Mention:
Birkenstock Renaissance
Agency: Grow Marketing
Client: Birkenstock USA

BEST USE OF GAMES, CONTESTS, AND SWEEPSTAKES

Yahoo! Penalty Shootout
Agency: Yahoo!
Client: Yahoo!

7-Eleven Zynga Promotion
Agency: The Integer Group
Client: 7-Eleven

3rd PLACE:
The Littlest Pet Shop Pets on Parade
Agency: BARD Advertising
Client: Hasbro

Honorable Mention:
Game of Thrones- Maesters Challenge
Agency: HBO
Client: HBO

MOST INNOVATIVE COMMUNICATION STRATEGY

Support Your Marathoner
Agency: VITRO
Client: ASICS America Corp.

American Airlines LAXstraordinary
Agency: The Marketing Arm
Client: American Airlines

3rd PLACE:
Pop-Tarts World
Agency: Gigunda Group
Client: Pop-Tarts, a Kellogg brand

Honorable Mention:
EA SPORTS Madden NFL 11 & Doritos: Change the Game
Agency: EA Sports
Client: EA Sports

BEST WEB-BASED PROMOTION

Doritos Unlock Xbox 2
Agency: The Marketing Arm & Ketchum
Client: Doritos/Frito-Lay

Slurpee Battle of the Bands
Agency: The Integer Group
Client: 7-Eleven

3rd PLACE:
Deforest Yourself. Reforest the World.
Agency: Alcone Marketing Group
Client: Philips Norelco

Honorable Mention:
CN & Diary of a Wimpy Kid: Rodrick Rules
Agency: Cartoon Network
Client: 20th Century Fox

BEST MOBILE MARKETING CAMPAIGN

Home Court Advantage
Agency: BFG Interactive
Client: Buffalo Wild Wings

American Airlines Mobile Millions Sweepstakes
Agency: The Marketing Arm
Client: American Airlines

3rd PLACE:
GameStop Surprize Attack 2
Agency: The Marketing Arm
Client: GameStop

Honorable Mention:
Criss Angel Mindfreak
Agency: Vibes Media
Client: AETN & Vibes Media

BEST MULTICULTURAL/ ETHNIC CAMPAIGN

Next Best Move
Agency: Legacy Marketing Partners
Client: Burger King

Magnum Live Large Project
Agency: Colangelo/ MAXUS, & EDELMAN
Client: Trojan Brand Condoms

3rd PLACE:
Tide Loads of Hope Haiti
Agency: Gigunda Group
Client: Tide, a Procter & Gamble Brand

Honorable Mention:
2010 McCafe Smooth Fusion Tour
Agency: Ventures Unlimited Inc.
Client: McDonald’s USA

Best Campaign Targeting a Specific Demographic

Text Ed with Jane Lynch
Agency: Alcone Marketing Group
Client: LG Electronics

American Airlines LAXstraordinary
Agency: The Marketing Arm
Client: American Airlines

3rd PLACE:
Coca-Cola Swelter Stopper
Agency: Escalate
Client: The Coca-Cola Company

Honorable Mention:
Eat Pray Love
Agency: Sony Pictures Entertainment
Client: Sony Pictures Entertainment

BEST CAMPAIGN GENERATING BRAND AWARENESS

7-Eleven Slurpee Unity Tour
Agency: Freshworks/TracyLocke/Integer/Ketchum/TPN
Client: 7-Eleven

Pop-Tarts World
Agency: Gigunda Group
Client: Pop-Tarts, a Kellogg brand

3rd PLACE:
Boardwalk Empire - Boardwalk Campaign
Agency: Civic Entertainment Group
Client: HBO

Honorable Mention:
Bare Escentuals Tour of America
Agency: A Squared Group
Client: Bare Escentuals

Best Use of a Promotion Campaign Executed Outside the U.S.

Tide Loads of Hope Haiti
Agency: Gigunda Group
Client: Tide, a Procter & Gamble Brand

New Zealand Book Month
Agency: Rapport Advertising and Marketing
Client: New Zealand Book Month

3rd PLACE:
Smart Expeditions
Agency: Action Marketing Group
Client: Mercedes Benz Canada/smart

Honorable Mention:
Corona Get Real - 1,000,000 Lime Giveaway
Agency: Match Marketing Group
Client: Corona Canada

BEST DEALER, SALES FORCE OR BUSINESS-TO-BUSINESS CAMPAIGN

Breakthrough with Bravo Upfront Campaign
Agency: NBC Universal / Bravo
Client: NBC Universal / Bravo

Concur Breeze
Agency: Jack Morton Worldwide
Client: Concur Technologies

3rd PLACE:
Hilton Worldwide Light the Way
Agency: Upshot
Client: Hilton Worldwide

Honorable Mention:
Cisco Global Sales Experience (GSX)
Agency: George P. Johnson
Client: Cisco

BEST USE OF SOCIAL MARKETING IN A PROMOTION CAMPAIGN

Small Business Saturday
Agency: CP+B & Digitas
Client: American Express OPEN

Pop Secret’s Pop! Camera! Action!
Agency: MARS Advertising and Prize Logic and Nomadic
Client: Diamond Foods, Inc.

3rd PLACE:
Monster.com Success Stories
Agency: The Marketing Arm
Client: Monster.com

Honorable Mention:
America's Next Great Restaurant & Chipotle Unite
Agency: NBC Entertainment
Client: NBC Universal

BEST RETAIL CAMPAIGN

Huddle to Fight Hunger
Client: Kraft Foods
Agency:
• 360i (digital)
• Weber Shandwick (PR)
• HMT (Shopper Marketing agency)
• mc garry bowen (advertising)
• MediaVest (media)
• IMG (sponsorship)
• Upshot (consumer promotion)
• The Hyperfactory (mobile)

PepsiCo Kroger Breast Cancer Awareness
Agency: TracyLocke
Client: PepsiCo

3rd PLACE:
GameStop Surprize Attack 2
Agency: The Marketing Arm
Client: GameStop

Honorable Mention:
You’ve Got a Friend in Mom: Pull-ups/Toy Story 3
Agency: JWT Action
Client: Kimberly-Clark

BEST CAMPAIGN ON A BUDGET (UNDER $250,000)

New Zealand Book Month
Agency: Rapport Advertising and Marketing
Client: New Zealand Book Month

Xbox 360 / Crackdown 2 Launch Promotion
Agency: Wunderman
Client: Microsoft / Xbox

3rd PLACE:
Monster.com and Alicia Keys
Agency: The Marketing Arm
Client: Monster.com

Honorable Mention:
Swamp People
Agency: Civic Entertainment Group
Client: The History Channel

BEST IDEA OR CONCEPT

Small Business Saturday
Agency: American Express OPEN
Client: American Express OPEN

Arm Yourself for the Ones You Love
Agency: Arc Worldwide
Client: Walgreens

Honorable Mention:
UNSTAGED SERIES
Agency: Momentum Worldwide
Client: American Express

BEST CREATIVE

7-Eleven Slurpee Unity Tour
Agency: Freshworks/TracyLocke/Integer/Ketchum/TPN
Client: 7-Eleven

Pop-Tarts World
Agency: Gigunda Group
Client: Pop-Tarts, a Kellogg brand

Text Ed with Jane Lynch
Agency: Alcone Marketing Group
Client: LG Electronics

Honorable Mention:
Tide Loads of Hope Haiti
Agency: Gigunda Group
Client: Tide, a Procter & Gamble Brand