Marks & Spencer enjoyed a double triumph at last night’s Effective Mobile Marketing Awards (EMMAs) ceremony in London. The retailer, which has blazed a trail in mobile over the past couple of years, took the award for Most Effective Mobile Site, created by Mobile Interactive Group (MIG), and for Most Effective Mobile CRM/Enterprise Messaging Campaign. For this activity, M&S partnered with mobile agency Incentivated.
The award for Most Effective Mobile Advertising Campaign went to Sky Sports and Procter & Gamble for the campaign to promote downloads of P&G’s Pringoooals Soundboard iPhone app. Most Effective Location-based Service/Campaign went to NAVTEQ Media Solutions for a campaign for fast-food chain McDonalds on NAVTEQ’s LocationPoint platform.
The Most Effective b2c Mobile Application went to TouchType for its ingenious SwiftKey predictive typing app, beating off stiff competition from the ever-popular Shazam. The award for Most Effective b2b Mobile Application went to NXP SemiConductors for its iPhone app that enables design engineers to search for 10,000 NXP semiconductor products, access detailed product specifications, share them via social media, and buy the ones they need.
Upstream Systems took the award for Most Effective Sales Promotion/Direct Response Campaign for its 2010 FIFA World Cup Campaign for MTN in West Africa, while the Most Effective Mobile Operator Opt-in Subscriber Database Campaign went to Turkish operator Turkcell for its Rabarba ClearMen Cool Sport Campaign.
The Most Effective Mobile Couponing or Barcode Campaign went to Fancharge for its Go Go Lions Baseball Campaign, while Ericsson IPX and LINK Mobility picked up the award for Most Effective mCommerce Solution for their work developing SMS bus tickets for Swedish transport operator, Skåne Transport. Last but not least, BlisMobile picked up the award for Most Effective Bluetooth Marketing Campaign for its work on Unilever’s Cornetto Enigma campaign.
Almost 200 mobile industry executives representing brands, agencies and mobile operators attended tonight’s Awards Ceremony at Vinopolis in London. Mobile Marketing editor David Murphy says: “We are delighted with the turnout, and delighted at the high standard of the entries for this year’s awards, which made the judging process a very difficult one. Everyone who made the shortlist can be proud of their achievement; the winners, even more so.” 
The full list of winners is:
Most Effective Mobile Couponing or Barcode Campaign
Fancharge – Go Go Lions Baseball Campaign
Most Effective Bluetooth Marketing Campaign
BlisMobile – Unilever Cornetto Enigma Campaign
Most Effective mCommerce Solution
Ericsson IPX/LINK Mobility – Skåne Transport SMS Bus Tickets
Highly Commended: Bango – Bango In-App Billing
Most Effective Location-based Service/Campaign
NAVTEQ Media Solutions – McDonalds LocationPoint Campaign
Most Effective Mobile Operator Opt-in Subscriber Database Campaign
Turkcell – Rabarba ClearMen ‘Cool Sport’ Campaign
Most Effective Sales Promotion/Direct Response Campaign
Upstream Systems – MTN 2010 FIFA World Cup Campaign, West Africa
Highly Commended: Sponge/OpenMarket – Coca-Cola ‘Gimme Credit’ Campaign
Most Effective Mobile Application – b2b
NXP SemiConductors – NXP iPhone app
Highly Commended: Propeller Mobile – Congrex Conference App
Most Effective Mobile Application – b2c
TouchType – SwiftKey
Highly Commended: Shazam – Shazam
Most Effective Mobile Site
Mobile Interactive Group – m.marksandspencer.com
Most Effective Mobile CRM/Enterprise Messaging Campaign
Incentivated – M&S Mobile CRM Campaign
Highly Commended: Velti – Argos ‘Text & take Home’ Service
Most Effective Mobile Advertising Campaign
Sky Sports/Procter & Gamble – ‘Pringoooals’
