BMW of North America’s “Hire Film Series” won two Gold awards on its way to being named the best campaign of 2001 in the Promotion Marketing Association’s annual Reggie Awards, presented in March in Dallas.
BMW eschewed the typical Hollywood tie-in by directly commissioning five Hollywood directors for a series of Internet shorts focused on a driver-for-hire concept and starring various BMWs — along with Madonna and other stars. More than 38 percent of the 2.1 million visitors to bmwfilms.com were true prospects, including 525,000 aged 25 to 44, thereby satisfying the goal of reaching a younger audience.
Other campaigns earning multiple honors included Twentieth Century Fox’s efforts for Moulin Rouge, GMR Marketing’s events for Microsoft Corp.’s Xbox, Big Fat Promotions campaign with Nintendo of America’s rival Game Cube, and Wunderman’s awareness promo on behalf of the American Institute of Certified Public Accountants.
The following is a list of winners by category. For a description of each campaign, refer back to promo’s April issue or visit promomagazine.com.
Best National Consumer Promotion, Budget Over $5 Million
Gold: BMW Films
Silver: Taco Bell Xbox Promotion Wunderman, Irvine, CA, for Taco Bell
Bronze: The Big Pick, DraftWorldwide, Chicago, for Kellogg Co.
Best National Consumer Promotion, Budget $1 million-$5 Million
Gold: Shrek it Out, Norm Marshall & Associates, Los Angeles, for Baskin-Robbins and DreamWorks
Silver: Be a DiGiorno Delivery Guy, 141 Communicator and FCB, Chicago, for Kraft Foods
Bronze: Nintendo Cube Club, Big Fat Promotions, New York City, for Nintendo of America
Best National Consumer Promotion, Budget Under $1 Million
Gold: Moulin Rouge, in-house at Twentieth Century Fox, Los Angeles
Silver: The Great Gatsby, GEM Group, New York City, for A&E
Bronze: Live Like a King, Clarion Marketing and Communications, Greenwich, CT, for The History Channel
Best Local, Target, Regional or Ethnic Promotion, Budget Over $1 Million
Gold: Xbox Odyssey, GMR Marketing, New Berlin, WI, for Microsoft Corp.
Silver: Xbox Unleashed, GMR for Microsoft
Bronze: The Coming Attraction, Source Marketing, Westport, CT, for Clairol
Best Local, Target, Regional, or Ethnic Promotion, Budget Under $1 Million
Gold: Fundraiser In A Box, Civic Entertainment Group, New York City, for A&E
Silver: Moulin Rouge
Bronze: WCW Back-to-School, Cramer-Krasselt, Milwaukee, for Master Lock
Best Multi-Partner Promotion
Gold: Monsters, Inc., In-house at Disney/Buena Vista Marketing, Burbank, CA
Silver: Moulin Rouge
Bronze: America’s CPAs Start Here. Go Places, Wunderman, New York City, for the AICPA
Best Business-to-Business Campaign
Gold: Personality, Momentum, St. Louis, for Boise Cascade Office Products
Silver: Work Around the World, Momentum for Boise Cascade
Bronze: Kraft eSolutions Integrator, eMarketing, Inc., Scottsdale, AZ, for Kraft Foods
Best New Media Promotion
Gold: BMW Films
Silver: America’s CPAs Start Here
Bronze: Lost & Found Auction Block, in-house at History Channel, New York City
Best Cause-Related Promotion
Gold: Truth Outbreak Tour, Arnold Brand Promotions, Boston, for the American Legacy Foundation
Silver: RIF StoryTraveler, CMI, East Rutherford, NJ, for Coca-Cola Co.
Bronze: Citizen Cool, Centra Marketing & Communications, Westbury, NY, for Ben & Jerry’s Homemade
Best Event Marketing Campaign
Gold: Nintendo Cube Club
Silver: Xbox Unleashed
Bronze: Xbox Odyssey
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