After three weeks of intense judging activity, we can reveal the shortlist for the 2011 Effective Mobile Marketing Awards, headline-sponsored by Upstream, and also sponsored by Propel and OpenMarket.

This year’s awards attracted a record number of entries, and such was the standard of the campaigns, apps, projects and platforms submitted, the judges faced a daunting task to select the final shortlist. 

But select it they did, and it’s a mightily impressive line-up, including household names such as Pizza Express, Debenhams, The Guardian and BSkyB, as well as the leading specialist agencies, such as 2ergo, AKQA, Future Platforms, Incentivated, Golden Gekko, Grapple, MIG, and Velti, that are helping brands to develop and then execute their mobile strategies.

The stage is now set – literally – for the Awards Ceremony, which takes place at Delfina in London on the evening of 3 November. There’s more information about the event here. But in the meantime, please take a moment to salute the entries that have made the shortlist.

Most Effective Mobile Application – b2c
AKQA/Random House – Nigella Quick Collection iPhone App
Debenhams – Debenhams iPhone, Nokia and Android App
Future Platforms/Orange – Official Glastonbury App
Grapple – Premier Inn Mobile
Pizza Express/2ergo – Pizza Express iPhone App   
Poynt – The Poynt App

Most Effective Mobile Application – b2b
Auto Trader – Dealer Portal Mobile iPhone App
Egencia – Egencia Mobile iPhone App
Global Bay – iPad Retail App
O2 Media/Golden Gekko – O2 Media App
IDG Global Solutions/OMG/HP – IDG/HP ROI Resource Centres
Safaricom M-Pesa/Redsky – M-Pesa Buy Goods

Most Effective Tablet Application
Auto Trader – Auto Trader iPad App
BSkyB – Sky News for iPad
DK/AKQA – The Human Body App
Financial Times/Assanka FT Web App  
Somo/Audi – Audi UK’s Guide to Le Mans 2011
Tigerspike/Telegraph Media Group – TMG iPad App

Most Effective Mobile Advertising Campaign
Fetch Media/Sony Columbia Music – Calvin Harris & Kelis, Bounce: Single Launch
Found/Autoglass – Smashing the Glass Repair Market on Mobile
NAVTEQ Media Solutions/Peugeot – Peugeot Hyper-local Advertising Campaign
Nokia/Pring – Nokia Eidi on Pring   
Vogue Turkey/Rabara – Vogue Turkey’s 1st Year Anniversary Campaign    
Warner Bros/Millennial Media/ Odyssey Mobile Interaction – Green Lantern

Most Effective Mobile Advertising Platform/Network
Adfonic – Adfonic
Blismobile – Blis App Zone
madvertise – madvertise Mobile Advertising Marketplace
Placecast – ShopAlerts by Placecast
Smaato – Smaato Open Mobile Advertising Platform (SOMA)
Txtlocal – Txtlocal    

Most Effective Mobile Sales Promotion/Direct Response Campaign
Found/Autoglass – Smashing the Glass Repair Market on Mobile
OpenMarket – Disasters Emergency Committee East Africa Drought Appeal
Pepsico/Rabarba – Pepsi Content in a Bottle
Pharos Mobile – Burger King Monopoly Madness
Saudi Telecom Company/Upstream – 100 BMW X5 *100 Days   
Turkcell/Aerodeon/Shell Turcas – Shell FuelSave Fuels

Most Effective Campaign from a Mobile Operator
BigTime/MTN Zambia Mega Millions Promotion
Buongiorno – Recharge and Win
Future Platforms/Orange – Official Glastonbury App
Orange Romania/Velti – A New Day, a New Life
Saudi Telecom Company/Upstream – 100 BMW X5 *100 Days   

Most Effective mCommerce Solution
New Look/MIG – New Look’s Mobile Commerce Site   
Pizza Express/2ergo – Pizza Express iPhone App   
Usablenet/JD Sports – JD Sports Fashion Mobile

Most Effective Mobile CRM/Enterprise Messaging Campaign
Ericsson IPX/Velti – A&N Mobile CRM
Incentivated/British Airways – British Airways SMS Customer Service Messaging
MePlease – MePlease SmartLinks
Nokia/JWT/bemoko – Nokia Source

Most Effective Location-based Service/Campaign
Found/Autoglass – Smashing the Glass Repair Market on Mobile
Grapple – Fable III Kingmaker
Mazda/Joule/Mindshare – Mazda MX5 Facebook Deals
NAVTEQ Media Solutions/Peugeot – Peugeot Hyper-local Advertising Campaign
NAVTEQ Media Solutions/ Spur Restaurants/ Wand – Spur Restaurants Location-aware Mobile Ads
Rippll – Rippll Geowave
   
Most Effective Mobile Couponing or Barcode Campaign
Incentivated/M&S – M&S Mobile Loyalty Program – Redemption Coupons
Sainsbury’s/Groupe Aeroplan – Sainsbury’s Mobile Apps
ScanBuy/Taco Bell – Unlock the Box

Most Effective Mobile Site   
bemoko/Macmillan Cancer Support – Macmillan Mobile Site
Found/Autoglass   
The Guardian – The Guardian Mobile Site
Incentivated/Centaur – Marketing Week Live!
New Look/MIG – New Look’s Mobile Commerce Site   
Somo/Audi – Audi Mobile Site

Most Effective Mobile Charity Campaign/Solution
bemoko/Macmillan Cancer Support – Macmillan Mobile Site
DIDMO/Salvation Army/GetJar – Salvation Army Daily Cup Social Justice
M&S/Oxfam/Profero – One-day Wardrobe Clearout
National Geographic/Velti – The Last Lions
OpenMarket – Disasters Emergency Committee East Africa Drought Appeal
Safaricom M-Pesa/Redsky – Kenyans for Kenya

Most Effective Mobile Ticketing Solution
Masabi/Chiltern Railways – Ticket Machine in Your Pocket
Movement/Virgin Media – mTicketing at V Festival: Our Garden
Safaricom M-Pesa/Redsky – Safaricom M-Pesa Ticketing

Most Effective Mobile Payment Solution
Bango – Bango Payment
Flexion – Flexion Wrapper
Payment One – Anyphone
Safaricom/M-Pesa – M-Pesa Buy Goods
Txtnation – JunglePay

Most Effective Mobile Publishing Solution
Mippin App Factory
Rippll – Appsplash
Vodafone/AMVG – vRead
Wapple – Canvas, Architect and Exhibit
Woodwing Tablet Publishing Solution

Most Effective Mobile Travel & Tourism Solution
Crafted Media/Colchester Zoo – Colchester Zoo Mobile App
Incentivated/British Airways – British Airways SMS Customer Service Messaging
RedFish Media – MGM Luxor Las Vegas Mobile Alerts
TripAdvisor – TripAdvisor App

To book your place at the Awards Ceremony, please email john.owen@mobilemarketingmagazine.com or telephone +44 (0) 77696 74824.
The event is strictly limited to 250 people. Tables of 10 cost £2,050, while individual seats are priced at £225. And if youve made it this far, the best of luck!