Announcing the 2012 PRO Awards Winners | Best Promotional Marketing Campaigns

BEST USE OF EVENT OR GUERRILLA MARKETING (FIVE OR LESS VENUES)

WINNER: Super Mario 3D Land Launch
Agency: The Marketing Arm
Client: Nintendo

2nd PLACE: Consumer Cybercrime Index Launch
Agency: AGENTX
Client: Symantec

3rd PLACE: MileagePlus Explorer Card Baggage Claim
Agency: Source Marketing
Client: Chase Card Services

BEST USE OF EVENT OR GUERRILLA MARKETING (MORE THAN FIVE VENUES)

WINNER: Philips LED Light Experience
Agency: Source Marketing
Client: Philips

2nd PLACE: Oreo 100th Birthday Celebration
Agency: DFCBX
Client: Kraft

3rd 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: Uniqlo

BEST VEHICLE-BASED PROMOTION

WINNER: Boardwalk Empire – Compliments of Nucky
Agency: Civic Entertainment Group
Client: HBO

2nd PLACE: Pico De Gap
Agency: A Squared Group
Client: Gap

3rd PLACE: Samsonite Tough Tour
Agency: AMP Agency
Client: Samsonite

Honorable Mention: USTA Smashzone Mobile Tour
Agency: United States Tennis Association (USTA)
Client: United States Tennis Association

BEST 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, Triscuit

Honorable Mention: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: Olympus

BEST INCENTIVE PROMOTION

WINNER: Call of Duty Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop

2nd PLACE: My Coke Rewards Million Point Giveaway
Agency: The Marketing Store
Client: Coca-Cola

3rd PLACE: Gears of War 3 Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop

Honorable Mention: EA SPORTS – Look and Play Like a Winner
Agency: EA SPORTS, Gillette, Walmart, SonyPlaystation
Client: EA SPORTS

BEST CAUSE-BASED PROMOTION

WINNER: 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 Brands

3rd PLACE: Focus Bonus Drive
Agency: Team Detroit Inc.
Client: Ford Motor Company

Honorable Mention: Believe in Heroes® Campaign
Agency: Acosta Marketing Group (AMG)
Client: Wounded Warrior Project

BEST SPONSORSHIP OR TIE-IN PROMOTION

WINNER: CONAN / AT&T Blimp Sponsorship
Agency: Turner Broadcasting Ad Sales
Client: AT&T

2nd PLACE: Crash the Super Bowl
Agency: The Marketing Arm
Client: Doritos

3rd PLACE: Call of Duty Rank Up
Agency: The Marketing Arm
Client: Doritos

Honorable Mention: Pepsi X Factor Sponsorship Activation
Agency: PGW Experience
Client: PepsiCo

BEST PROMOTION THAT USES A HOLIDAY THEME IN ITS PROMOTION

WINNER: UL Commit a Minute to Safety 2011
Agency: MSLGROUP
Client: UL

2nd PLACE: The More, the Merrier
Agency: Tenthwave
Client: eBay

3rd PLACE: Sonicare ‘Unwrap the Love’ Holiday Promotion
Agency: Marketing Drive, Carat
Client: Philips

Honorable Mention: Being Human S2 Temptation Campaign
Agency: Syfy
Client: Syfy

BEST USE OF GAMES, CONTESTS AND SWEEPSTAKES

WINNER: 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 Company

3rd PLACE: Danimals ‘Rally for Recess’
Agency: Marketing Drive, Possible Worldwide
Client: The Dannon Company

Honorable 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: HISTORY

2nd PLACE: A Better Way to Tailgate
Agency: MSL New York
Client: Procter and Gamble

3rd PLACE:Latte Love
Agency: Draftfcb
Client: MilkPEP

Honorable Mention: HP Spectre & Tiesto CES Launch
Agency: Infinity Marketing Team
Client: Hewlett Packard Company

BEST MULTICULTURAL/ETHNIC PROMOTION

WINNER: Juega Hoy. Ilumina el Mañana.
Agency: The Marketing Arm
Client: State Farm

Honorable Mention: ¡Emboricuate!
Agency: The Integer Group
Client: MillerCoors Brewing Company

2nd PLACE: Hidden C
Agency: Arnold Worldwide
Client: Vertex Pharmaceuticals

3rd PLACE: Kleenex “Atrapa-Estornudos” (Sneeze Catchers)
Agency: MASS Hispanic
Client: Kimberly-Clark: Kleenex Brand

BEST PROMOTION TARGETING A SPECIFIC DEMOGRAPHIC

WINNER: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

2nd PLACE: Call of Duty Rank Up
Agency: The Marketing Arm
Client: Doritos

3rd PLACE: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

Honorable 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 USA

2nd PLACE: Focus Rally
Agency: Team Detroit
Client: Ford Motor Company

3rd PLACE: Cool Jobs with Mario Batali
Agency: The Marketing Arm
Client: Monster.com

Honorable Mention: Jane’s Addiction Comes Alive
Agency: Momentum Worldwide
Client: LG Electronics Mobile North America

BEST DEALER, SALES FORCE OR B2B PROMOTION

WINNER: The PO Box – Your Other Address
Agency: Draftfcb
Client: U.S. Postal Service

2nd PLACE: Cisco GSX 2011
Agency: George P. Johnson
Client: Cisco

3rd PLACE: Owners Access
Agency: Upshot
Client: Hilton Worldwide

Honorable Mention: Unilever Sandwich Pro
Agency: Ryan Partnership
Client: Unilever

BEST RETAIL PROMOTION

WINNER: Pets Love Walmart
Agency: Catapult Action Biased Marketing
Client: Mars Petcare

2nd PLACE: Call of Duty Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop

3rd PLACE: Gears of War 3 Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop

Honorable Mention: Warriors in Pink and Lifetime’s Five
Agency: Team Detroit
Client: Ford Motor Company Warriors in Pink

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

WINNER: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

2nd PLACE: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s

3rd 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 WEB-BASED PROMOTION

WINNER: Focus Rally
Agency: Team Detroit
Client: Ford

2nd 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 Brands

Honorable Mention: Disney Cruise Adventure
Agency: Prizelogic
Client: Disney Cruise Line

BEST MOBILE PROMOTION

WINNER: Glamour and SpyderLynk Buy-it-Now Campaign
Agency: SpyderLink
Client: Glamour Magazine

2nd PLACE: LG U.S. National Texting Championship
Agency: Alcone
Client: LG MobileComm USA

3rd PLACE: Sony Pictures – Arthur Christmas: Naughty or Nice
Agency: Nickelodeon
Client: Sony Pictures

Honorable 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: Bissell

2nd PLACE: Cha-Ching! Facebook Campaign
Agency: redpepper
Client: Kirkland’s

3rd PLACE: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s

Honorable Mention: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: Olympus

BEST USE OF VIDEO IN A PROMOTION

WINNER: Inside Every Good Dog is a Great Dog
Agency: Arc Worldwide/Leo Burnett
Client: Nestle Purina, Pro Plan

2nd PLACE: Cup of Misfit Pens
Agency: TRIS3CT
Client: Newell Rubbermaid Office Products

3rd PLACE: UL Commit a Minute to Safety 2011
Agency: MSLGROUP
Client: UL

Honorable 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-Eleven

2nd PLACE: Jameson 1780
Agency: Evolution Bureau
Client: Pernod Ricard USA

3rd PLACE: Go for the Emerald
Agency: The Marketing Arm
Client: oneworld Alliance

Honorable Mention: BNCM: Norton Security Campaign
Agency: Barnes & Noble College Marketing
Client: Barnes & Noble College Marketing

BEST CROSS-PLATFORM PROMOTION USING INTERACTIVE CHANNELS

WINNER: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: Olympus

2nd PLACE: Inside Every Good Dog is a Great Dog
Agency: Arc Worldwide/Leo Burnett
Client: Nestle Purina, Pro Plan

3rd PLACE: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

Honorable Mention: Magnum Ice Cream: Pleasure Personified
Agency: Ryan Partnership
Client: Unilever

BEST CREATIVE

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

2nd PLACE: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

3rd PLACE: Jameson 1780
Agency: Evolution Bureau
Client: Pernod Ricard USA

Honorable Mention: Made For All
Agency: Neverstop
Client: Uniqlo