Last week, we announced our shortlist for the Effective Mobile Marketing Awards, with a wide range of brands and agencies from around the globe nominated across 28 categories. However, these aren't the only awards we'll be handing out on the night.
Returning after their successful introduction last year are the People’s Choice Awards, four categories where the winners are decided by their peers in the mobile marketing industry. In each category – Mobile Marketing Campaign of the Year, Most Effective Brand, Most Innovative Use of Mobile and Start-up of the Year – we've run through the very best of the past year to pick 10 contenders, which you can see with a brief description below.
You can pick your winner by voting in our survey
before 5pm UK time on Thursday 5 November.
The winners will be announced at the Awards Ceremony on Thursday 26 November. For more details on the event, click here
Mobile Marketing Campaign of the Year
Activision: Call of Duty Snapchat
– Viral marketing campaign for new Call of Duty game saw Snapchat QR-style ‘Snaptags’ placed on in-game posters in 2012's Black Ops 2 game, which were subsequently discovered by gamers. Tags led to an official Snapchat account, which sent out video and picture content to fans, generating excitement and curiosity.
Adult Swim: Rick & Morty 'Rickstaverse' Instagram campaign
– Campaign for cartoon's second season turned a series of Instagram pages into an in-depth game. A set of custom-created Instagram accounts each showed 4x3 grid of locations from the show, with users able to check images for captions and tags that led to games, videos, comics and more.
The ALS Association: The Ice Bucket Challenge
– Viral user-generated video series spreading awareness of, and raising money for, neurodegenerative disease ALS. 17m films created by 440m people attracted 10bn views. The second largest conversation in Facebook's history, and largest medical fundraiser ever, generating a total $220m for ALS research.
Childhood Eye Cancer Trust: The Next Photo
– A campaign that leveraged mobile in a very different way. Out-of-home posters depicting the eye of a Retinoblastoma survivor, along with a call-to-action to snap a picture with a smartphone camera. When the flash went off, reflective ink in the child's pupil would show up as white in the photo – just as it can in real life – in order to educate people about this warning sign.
Clarks: Desert Boots
– Multiple WhatsApp identities used to convey the story of Clarks’ iconic desert boot. Messages, images, playlists and video content were combined to tell story of four different points in time, and build brand identity for the product and the retailer.
EA Sports: Madden Giferator
– Creates GIFs of crucial NFL game moments in real time, which were then served in mobile ads and shared by consumers around the world. User-generated content was also a possibility, with consumers able to create and share their own GIFs.
Illinois Council Against Handgun Violence: The Unforgotten
– Statues of gun violence victims used mobile app to identify name tags and link to videos of victims and family. Connected website contained additional stories, as well as encouraging public to share their own experiences, sign a petition called for action, and volunteer time. 100m earned impressions and massive local coverage.
L’Oreal: Makeup Genius
– AR technology that enables users to try out make-up, either individual elements or entire looks, in real time. They can then share the results on social media and purchase through app. 10m+ downloads, 25m looks trialled, with 65m products scanned to activate an instant trial.
Les Paul: The Les Paul Skill Check
– Promoted new signature guitar launch with print ads featuring guitar solo in music notation. Guitarists could Shazam their attempts at playing and, if sufficiently skilled, were taken to website where they could win or pre-order the guitar. First wave of production was sold out following campaign.
Topshop: Pinterest Palettes
– Part of Topshop's Fashion Week campaign. A digital tool that can scan 'boards' of images on Pinterest to identify the dominant colours, then present buyable clothes in matching and complimentary colours from the retailer's online catalogue. The retailer's flagship Oxford Store supported the campaign with iPads enabling shoppers to print out their own palettes.
Most Effective Brand
– A large number of innovative campaigns ran as part of the brand’s ‘Whatever, USA’ initiative, including native video ads on Tinder, 360-degree video ads on YouTube and age-gated Snapchat Stories ads. In addition, a pilot app in Washington DC area enabled users to order beer direct to their homes within an hour.
– With its MiCoach wearables and even a smart ball already on shelves, Adidas this year reinforced its commitment to mobile with the acquisition of activity tracker app Runtastic. It also collaborated with Spotify to launch Go
, a music app for runners, and revealed that it is working on integrating NFC tags across its clothing line.
– 44 per cent of online shoppers in the US start their purchase journey directly on its site or app, according to a BloomReach study, and this year Amazon has bolstered that with the likes of Prime Day, which actually performed better for the retailer than Black Friday. Beyond its firm position as the dominant mCommerce player, though, Amazon has continued to experiment with hardware. Made its first steps into the smart home market with Echo and the Dash line of products – both of which push more sales for the retailer.
– UK supermarket launched its own programmatic ad exchange for unused ad space on its mobile and desktop site, and ran first rich ad messaging campaign with scrolling ad messages served in mobile browsers. Partnered with Eagle Eye for digital coupon solution that was integrated into existing POS solution. Recently redesigned website, dropping bounce rate by 37 per cent.
– From debuting vertical video format as part of campaign for Le Mans, to opening a pop-up store in Westfield that embraced AR and VR technology, Audi innovated across the board. A partnership with DHL and Amazon made use of connected car tech to enable deliveries, while the brand also joined with Daimler and BMW to acquire Nokia’s Here mapping unit for improved location based services and, potentially, automated driving.
– Strong focus on omnichannel commerce, with mobile accounting for over 40 per cent of online sales and over £200m in sales in past year. Innovative mobile-focused campaigns included a ‘tweet-to-order’ service in the US and ‘Tummy Translator’ app in the UK.
– Embraced omnichannel retailing with pilot stores in Texas using everything from AR to beacons to store associates equipped with tablets, with successful elements rolled out nationally and globally. With a loyalty program integrated directly, the retailer's app now accounts for more than half of orders.
– With mobile acounting for the majority of web traffic and a fifth of its online revenue last year, Marriott expanded mobile's presence in its hotels, quadrupling the number of venues supporting mobile check-in. In 2015, it added the Mobile Request ability to order room service through its app, introduced Apple Pay support to selected hotels, and launched an Apple Watch app on launch day in April.
– Processing 9m mobile payments a week and accounting for 20 per cent of in-store transactions, Starbucks' mobile order & pay pilot scheme finished expansion across the entire US and launched in the UK. The coffee chain also rolled out wireless phone charging in 10 London locations, with plans for full UK deployment, and partnered with Spotify to enable customers and staff to influence in-store music.
– US sportswear brand launched branded fitness app at the start of the year, and acquired Endomondo and MyFitnessPal in February, creating world’s largest digital health and fitness community with well over 100m users. Its Digital Headquarters also opened this year with over 100 engineers, data scientists and designers working to improve digital health and fitness platforms.
Most Innovative Use of Mobile
– Audio cues hidden beyond human range link up with API tech in apps to trigger content. Cuts through background noise, enabling use in concerts, sports events and in heavy traffic, as well as transmission over TV, radio or online content.
'Ex Machina' Tinder Campaign
– Tinder users at the SXSW festival were matched with a chatbot based on the film's AI character, who asked them questions about love and consciousness before linking to an Instagram account promoting the film.
– Aimed at making the tech accessible to a wider audience, the Cardboard turns existing Android phones into a rudimentary VR headset. Celebrated as “biggest thing” at Google I/O this year, 600 Cardboard-compatible apps have been developed. There are 28,000 Cardboard-related videos on YouTube and Volvo, Lionsgate, Converse and more have all run Cardboard-based campaigns.
Liseberg Helix Fun Queue
– This set of mini-games, based on the new Helix rollercoaster, could be played anywhere – but when played while in queue for attraction, players competed against others in queue, with a winner selected every 15 minutes to skip to the front of the queue. 250,000 downloads without any media support and 1.8m games played, with 75 per cent playing multiple times.
Nymi Biometric Payments
– Wearable band employs ECG technology to biometrically authenticate user via their heartbeat when making payments. A pilot scheme is running in conjunction with MasterCard and several Canadian banks.
Pizza Hut Blockbuster Box
– Special-edition pizza box available in Hong Kong has integrated lens and phone stand that enabled it to be transformed into a projector. Scannable QR codes allowed customers to download films, then project them onto a wall from their phone's screen.
– Essential medical info such as blood type, allergies and existed conditions is uploaded by users via phone or online to a Red Cross database. Paramedics can then get data sent back to phone, even when screen is locked, in case user cannot communicate information after an accident or when ill.
– TVTY specialises in enabling 'moment marketing', allowing brands to take advantage of live events like changes in weather, TV ads airing or even goals being scored in live sporting events. By monitoring live TV feeds from 400 channels across 25 countries, ads can be triggered in less than a second for optimised second-screen deployment based on specific events, as well as altering ad spend based on weather, pollen levels or even stock market conditions.
'Unfriended' Facebook Messenger Chatbot
– AI chatbot connected to Facebook enabled fans to message one of the characters and engage in conversations that supported the film’s narrative, which is based around social media. Conversations ran for an average 33 hours, with 23 per cent of users sharing the experience with friends.
– With three-quarters of the world's population still without internet access, WeFarm is bringing smart farming to emerging markets using the humble SMS. Users can share advice and ask questions of other farmers, with peer-to-peer translation provided by volunteers - and for farmers who do have an internet connection, it can also be used on desktop and tablet.
Start-up of the Year
– Commonly referred to as the ‘iTunes of news’, Blendle aggregates newspaper and magazine articles with content sold on a pay-per-article basis. Partnerships with 56 publishers across Netherlands, Belgium and Germany, with every major national German newspaper recently signed up, and pilot schemes in the US.
– A start-up enabling businesses to donate excess food to homeless shelters and food banks on demand, signalling for pick-up via an app. While only operating in San Francisco Bay Area, Feeding Forward has recovered over 690,000 pounds of food, provided over 570,000 meals to the needy and diverted 3.5m pounds of carbon emissions from landfills.
– Develops software for wearable smart headsets that can help blind and visually impaired people, making it easier for them to read, use mobile devices and even navigate the real world.
– Grabyo’s tech enables broadcasters to distribute and live video clips of their content across social media channels and monetise them through sponsorship. The company, whose investors include footballers Thierry Henry and Robin van Persie, has struck agreements with around 60 broadcasters and sports rights holders, including Sky Sports, Fox Sports, Eurosport and Wimbledon. Over the course of Wimbledon 2015, clips shared using Grabyo's platform generated 48m video views.
– A banking service built specifically for smartphones, with smart personal finance management in real-time, and geo-location based fraud detection that can block fraudulent transactions before they happen. Raised €10m earlier this year, with Peter Thiel among its investors.
– With ad blocking increasingly proving itself a big issue for the industry, PageFair offers affected publishers a way of tracking the impact on their business and serving up alternative whitelist-friendly ads to any blocker users.
– Sharing an investor and founding member, Ride is hoping to become the Uber for carpooling. Pitched directly to businesses, Ride can connect interested employees with others who live nearby or en route, with passengers paying petrol money to the driver and Ride taking a 10 per cent cut.
– Speedreading solution delivers content faster with less effort on any screen size. Apps include eBook reader Bookshout!, E-Pub reader ReadMe!, PDF reader RushReader and news reader Boba. Partners include Samsung, Siemans, HP, Universal, FT, Intel and Harvard University.
– Backed by Telefonica's Wayra incubator, UsherU offers film distributors a way to market the 75 per cent of cinema tickets which go unsold. Through its cinema listings and offers app, local users are targeted based on their personal interests.
– Mapping app has divided the world into 57 trillion 3mx3m squares, each with a unique three word identifier. More accurate than postal address and easy to remember, with iOS and Android apps that don’t require data connection and use voice recognition.
Don't forget to cast your vote in the People's Choice Awards
before 5pm UK time on Thursday 5 November, and stay tuned to Mobile Marketing Magazine to see who wins.