Awards Preview: Most Effective Native Advertising Campaign
- Thursday, October 30th, 2014
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The 2014 Effective Mobile Marketing Awards Ceremony takes place on 27 November in London. Between now and then, we are throwing the spotlight on the finalists in each of the 26 categories.
Today, we take a closer look at the nominees for the Most Effective Native Advertising Campaign.
Sony Pictures and Manning Gottlieb OMD – The Amazing Spider-Man 2 Draw Something Partnership
Sony wanted to reach the Spider-Man franchises core 7-14 year old audience, who may have been alienated by the darker tone of the recent films. To do this, it partnered with mobile game publisher Zynga to integrate a bespoke Spider-Man themed level into the Draw Something app, getting them to draw characters and assets from the film, and watch a trailer.
Starbucks and Manning Gottlieb OMD – Frappuccino & YouTube Partnership
Starbucks co-created video content with influential YouTube stars to position Frappuccino as the drink of summer among millennials, integrating the drink into their content as organically as possible. The four videos created have together generated over 550,000 views to date, with mobile accounting for 93 per cent of views in one case.
Weve – Microsoft Windows Phone 8
Using verified first-party data insight, Weve reached a highly targeted audience – iPhone and Android users, and specifically those within the upgrade window for their current handset – with an emulated Windows Phone 8 experience via SMS. The recipients device temporarily displayed the WP8 tile interface, personalised with the users own photos, pulled from Facebook.
LoopMe and Mediacom – Selfridge’s The Beauty Project
As part of Selfridges and MediaComs integrated campaign, Real Beauty, LoopMe created full-screen ads overlaid with tweets from Selfridges’ fans. The ads also directly integrated Facebook and Twitter sharing, resulting in a volume of shares and likes well above the industry average.
You can see the full list of finalists in all categories here.