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 Social Campaign.

Pancentric Digital – Bluewater Christmas Cracker
Facebook fans of the Bluewater shopping centre were invited to pull a virtual Christmas cracker via a responsive Facebook app created by Pancentric, in order to win a prize or discount voucher from one of Bluewater’s retailers. In the space of a fortnight the app achieved 190,228 plays, and generated 12,446 new Facebook fans.

Pancentric Digital – #Silverstone50
To celebrate 50 years of the British Grand Prix at Silverstone, Silverstone wanted to showcase the history of the event and engage fans in the build up to the 2014 F1 British Grand Prix. #Silverstone50 was a campaign that invited fans to celebrate and share their favourite moments by submitting images via Instagram or Twitter, which were then voted on by other fans, with the winning images displayed during the event for all attendees.

Manning Gottlieb OMD and Starbucks – 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.

OMD UK – Celebrity Cruises #SmartSnaps
The #SmartSnaps competition sought out the best travel photo taken on a smartphone. The campaign was seen by over 10m people, and helped change perceptions and boost sales without any dedicated budget – all costs were covered by Celebrity Cruises yearly SEO budget.

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.

To book your place at the Effective Mobile Marketing Awards Ceremony, click here. To get involved with the Awards as a Partner, contact john.owen@wearedotmedia.com