With the shortlist announced, the countdown to our 2015 Effective Mobile Marketing Awards has begun. Theres less than a month until the ceremony on 26 November in London, and between now and then, well be taking a closer look at each of the nominees in our 32 categories.

Today, well be focusing on the finalists for Most Effective Rich Media Campaign.Byyd – Coca-Cola Happiness Week
To complement Coca-Colas Summer of Happiness theme for summer 2015, Byyd planned and executed a mobile-first campaign with an integrated smile recognition API, bought programmatically through its mobile media buying platform. The rich media ad used the phones camera to detect whether the user was smiling, and then gave them access to exclusive content.

Jaguar and Mindshare – Feel Wimbledon
Jaguar used bespoke wearables and sensory beacons to capture human responses at Wimbledon in real-time, data which was then analysed and turned into content by Mindshare to give fans around the world the Wimbledon feeling. This resulted in Jaguar being the most talked-about brand on social media during the tournament, achieving a 27 per cent share of voice versus other Wimbledon partner brands and driving over 36,000 visits to the mobile site.

Millennial Media, AvatarLabs and MEC Los Angeles – Paramount Pictures, Transformers: Age of Extinction
For the release of Transformers: Age of Extinction, Paramount Pictures ran a campaign featuring a video trailer and interactive animation in six markets. The ad generated more than 2.6m completed views of the trailer, with five per cent of viewers clicking through to additional video content and social channels.

Mindshare and LoopMe – Unilever, TRESemmé Edge
In order to reach the target audience of discerning stylish women – ABC1, 16-34 year olds – Unilever mixed rich media and video content, in line with TRESemmé’s overall direction of beauty advice and education. The creative addressed multiple sub-audience groups with different messages, by enabling them to pick a before look and see the matching after along with the relevant product.

Opera Mediaworks – Barclays’ Code Playground
Barclays’ Code Playground is a mobile-first campaign designed to encourage 7-11 year olds to code, and this rich media campaign emulated in coding within the ad unit itself. Mobile was seen as the best channel to engage the target audience, and resulted in an interaction rate of 0.8 per cent.

Somo and Shop Direct – Live a Very Stylish Life, Whatever the Weather
Online fashion retailer Very created a location-based rich media campaign to promote weather-specific clothing, based on the current conditions. If it was raining at the users location, the ad would display a choice of raincoats and umbrellas, which drove an overall ROI of 10:1 for the retailer.

3Suisses France – Press Day
During the fashion retailers annual press day, details on clothes were delivered to attending journalists via mobile. Each product could be rated and ranked, and shared via social media, while certain products also led to video or Augmented Reality content.

Yodel Mobile and AdGibbon – The Economist: The World in 2015
To support the launch of its mobile supplement publication The World in 2015, The Economist ran an iOS media campaign planed by Yodel, with rich media creative by AdGibbon. Featuring an interactive 3D globe, the ad showed a sample of the publications year-ahead predictions and encourager the user to click through to see more, helping to drive 120,000 installs in a two-month period.

You can see the full list of finalists in all categories here. To book your place at the Effective Mobile Marketing Awards Ceremony, click here.

To get involved with the Awards as a Partner, contact [email protected]