Announcing the 2012 PRO Awards Winners | Best Promotional Marketing Campaigns

Posted on by Brian Quinton

 

2012 PRO Awards Winners

(The Call for Entries for the the 2013 PRO Awards begins in February)

 

 

The PRO Awards recognize outstanding promotion marketing in 27 categories. They are the benchmark for outstanding creativity in the marketing industry, as judged by a jury of independent experts. We are proud to announce the 2012 PRO Awards winners below! Please click on the links in the list to view a capsule description of each campaign that was in the running for top honors in that category. To listen to a replay of the PRO Awards winners’ webcast, please register here.

 

 

 

 

 


BEST PROMOTION 2012
Canon Regains #1 Leadership
Position for DSLRs

Agency: Grey Alliance
Client: Canon USA

 

BEST MULTIDISCIPLINE
PROMOTION
WINNER: Focus Rally
Agency: Team Detroit
Client: Ford2nd PLACE: Canon Regains #1 Leadership Position for DSLRs
Agency: Grey Alliance
Client: Canon USA3rd PLACE: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone LightHonorable Mention: Cottonelle Ultra Switch
Agency: Tris3ct
Client: Kimberly-Clark

BEST USE OF EVENT OR GUERRILLA MARKETING (FIVE OR LESS VENUES)

WINNER: Super Mario 3D Land Launch
Agency: The Marketing Arm
Client: Nintendo

2nd PLACE: Consumer Cybercrime Index Launch
Agency: AGENTX
Client: Symantec

3rd PLACE: MileagePlus Explorer Card Baggage Claim
Agency: Source Marketing
Client: Chase Card Services

BEST USE OF EVENT OR GUERRILLA MARKETING (MORE THAN FIVE VENUES)

WINNER: Philips LED Light Experience
Agency: Source Marketing
Client: Philips

2nd PLACE: Oreo 100th Birthday Celebration
Agency: DFCBX
Client: Kraft

3rd PLACE: Levi’s Mirror, Mirror… What’s My Curve ID?
Agency: Grow Marketing
Client: Levi Strauss & Co.

Honorable Mention: Made For All
Agency: Neverstop
Client: Uniqlo

BEST VEHICLE-BASED PROMOTION

WINNER: Boardwalk Empire – Compliments of Nucky
Agency: Civic Entertainment Group
Client: HBO

2nd PLACE: Pico De Gap
Agency: A Squared Group
Client: Gap

3rd PLACE: Samsonite Tough Tour
Agency: AMP Agency
Client: Samsonite

Honorable Mention: USTA Smashzone Mobile Tour
Agency: United States Tennis Association (USTA)
Client: United States Tennis Association

BEST SAMPLING OR TRIAL RECRUITMENT PROMOTION

WINNER: Kikkoman – The Secret Ingredient
Agency: DraftFCB
Client: Kikkoman Sales USA, Inc.

2nd PLACE: Levi’s Mirror, Mirror… What’s My Curve ID?
Agency: Grow Marketing
Client: Levi Strauss & Co.

3rd PLACE: Triscuit Home Farming Day
Agency: Momentum Worldwide
Client: Kraft Foods, Triscuit

Honorable Mention: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: Olympus

BEST INCENTIVE PROMOTION

WINNER: Call of Duty Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop

2nd PLACE: My Coke Rewards Million Point Giveaway
Agency: The Marketing Store
Client: Coca-Cola

3rd PLACE: Gears of War 3 Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop

Honorable Mention: EA SPORTS – Look and Play Like a Winner
Agency: EA SPORTS, Gillette, Walmart, SonyPlaystation
Client: EA SPORTS

BEST CAUSE-BASED PROMOTION

WINNER: Play Today, Illuminate Tomorrow
Agency: The Marketing Arm
Client: State Farm

2nd PLACE: 7 Wonders of the U.S.A. Teacher Tour
Agency: Wunderman3
Client: Hostess Brands

3rd PLACE: Focus Bonus Drive
Agency: Team Detroit Inc.
Client: Ford Motor Company

Honorable Mention: Believe in Heroes® Campaign
Agency: Acosta Marketing Group (AMG)
Client: Wounded Warrior Project

BEST SPONSORSHIP OR TIE-IN PROMOTION

WINNER: CONAN / AT&T Blimp Sponsorship
Agency: Turner Broadcasting Ad Sales
Client: AT&T

2nd PLACE: Crash the Super Bowl
Agency: The Marketing Arm
Client: Doritos

3rd PLACE: Call of Duty Rank Up
Agency: The Marketing Arm
Client: Doritos

Honorable Mention: Pepsi X Factor Sponsorship Activation
Agency: PGW Experience
Client: PepsiCo

BEST PROMOTION THAT USES A HOLIDAY THEME IN ITS PROMOTION

WINNER: UL Commit a Minute to Safety 2011
Agency: MSLGROUP
Client: UL

2nd PLACE: The More, the Merrier
Agency: Tenthwave
Client: eBay

3rd PLACE: Sonicare ‘Unwrap the Love’ Holiday Promotion
Agency: Marketing Drive, Carat
Client: Philips

Honorable Mention: Being Human S2 Temptation Campaign
Agency: Syfy
Client: Syfy

BEST USE OF PUBLIC RELATIONSWINNER: Canon Regains #1 Leadership Position for DSLRs
Agency: Grey Alliance
Client: Canon USA2nd PLACE: Oreo 100th Birthday Celebration – US Execution
Agency: Weber Shandwick
Client: Kraft Foods3rd PLACE: Hilton Huanying
Agency: Hilton Hotels & Resorts
Client: Hilton Hotels & ResortsHonorable Mention: UL Commit a Minute to Safety 2011
Agency: MSLGROUP
Client: UL

BEST USE OF GAMES, CONTESTS AND SWEEPSTAKES

WINNER: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s

2nd PLACE: Focus Rally
Agency: Team Detroit
Client: Ford Motor Company

3rd PLACE: Danimals ‘Rally for Recess’
Agency: Marketing Drive, Possible Worldwide
Client: The Dannon Company

Honorable Mention: Levi’s Mirror, Mirror… What’s My Curve ID?
Agency: Grow Marketing
Client: Levi Strauss & Co.

MOST INNOVATIVE COMMUNICATION STRATEGY

WINNER: Swamp People Season 3
Agency: Civic Entertainment Group, 30Sixty
Client: HISTORY

2nd PLACE: A Better Way to Tailgate
Agency: MSL New York
Client: Procter and Gamble

3rd PLACE:Latte Love
Agency: Draftfcb
Client: MilkPEP

Honorable Mention: HP Spectre & Tiesto CES Launch
Agency: Infinity Marketing Team
Client: Hewlett Packard Company

BEST MULTICULTURAL/ETHNIC PROMOTION

WINNER: Juega Hoy. Ilumina el Mañana.
Agency: The Marketing Arm
Client: State Farm

Honorable Mention: ¡Emboricuate!
Agency: The Integer Group
Client: MillerCoors Brewing Company

2nd PLACE: Hidden C
Agency: Arnold Worldwide
Client: Vertex Pharmaceuticals

3rd PLACE: Kleenex “Atrapa-Estornudos” (Sneeze Catchers)
Agency: MASS Hispanic
Client: Kimberly-Clark: Kleenex Brand

BEST PROMOTION TARGETING A SPECIFIC DEMOGRAPHIC

WINNER: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

2nd PLACE: Call of Duty Rank Up
Agency: The Marketing Arm
Client: Doritos

3rd PLACE: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

Honorable Mention: Levi’s Mirror, Mirror… What’s My Curve ID?
Agency: Grow Marketing
Client: Levi Strauss & Co.

BEST PROMOTION GENERATING BRAND AWARENESS

WINNER: Canon Regains #1 Leadership Position for DSLRs
Agency: Grey Alliance
Client: Canon USA

2nd PLACE: Focus Rally
Agency: Team Detroit
Client: Ford Motor Company

3rd PLACE: Cool Jobs with Mario Batali
Agency: The Marketing Arm
Client: Monster.com

Honorable Mention: Jane’s Addiction Comes Alive
Agency: Momentum Worldwide
Client: LG Electronics Mobile North America

BEST DEALER, SALES FORCE OR B2B PROMOTION

WINNER: The PO Box – Your Other Address
Agency: Draftfcb
Client: U.S. Postal Service

2nd PLACE: Cisco GSX 2011
Agency: George P. Johnson
Client: Cisco

3rd PLACE: Owners Access
Agency: Upshot
Client: Hilton Worldwide

Honorable Mention: Unilever Sandwich Pro
Agency: Ryan Partnership
Client: Unilever

BEST RETAIL PROMOTION

WINNER: Pets Love Walmart
Agency: Catapult Action Biased Marketing
Client: Mars Petcare

2nd PLACE: Call of Duty Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop

3rd PLACE: Gears of War 3 Pre-Order Campaign
Agency: The Marketing Arm
Client: GameStop

Honorable Mention: Warriors in Pink and Lifetime’s Five
Agency: Team Detroit
Client: Ford Motor Company Warriors in Pink

BEST PROMOTION ON A BUDGET (UNDER $250,000)

WINNER: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

2nd PLACE: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s

3rd PLACE: Dockers Are You an Alpha Fan?
Agency: Grow Marketing
Client: Dockers/Levi Strauss & Co.

Honorable Mention: Fun Fresh Talent
Agency: Noise Digital
Client: Tic Tac Canada

BEST IDEA OR CONCEPTWINNER: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light2nd PLACE: Cup of Misfit Pens
Agency: TRIS3CT
Client: Newell Rubbermaid Office Products3rd PLACE: 7 Wonders of the U.S.A. Teacher Tour
Agency: Wunderman3
Client: Hostess BrandsHonorable Mention: Play Today, Illuminate Tomorrow
Agency: The Marketing Arm
Client: State Farm

BEST WEB-BASED PROMOTION

WINNER: Focus Rally
Agency: Team Detroit
Client: Ford

2nd PLACE: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s

3rd PLACE: 7 Wonders of the U.S.A. Teacher Tour
Agency: Wunderman3
Client: Hostess Brands

Honorable Mention: Disney Cruise Adventure
Agency: Prizelogic
Client: Disney Cruise Line

BEST MOBILE PROMOTION

WINNER: Glamour and SpyderLynk Buy-it-Now Campaign
Agency: SpyderLink
Client: Glamour Magazine

2nd PLACE: LG U.S. National Texting Championship
Agency: Alcone
Client: LG MobileComm USA

3rd PLACE: Sony Pictures – Arthur Christmas: Naughty or Nice
Agency: Nickelodeon
Client: Sony Pictures

Honorable Mention: Magnum Ice Cream: Pleasure Personified
Agency: Ryan Partnershiip
Client: Unilever
BEST USE OF SOCIAL MARKETING IN A PROMOTION

WINNER: White Sock Contest
Agency: PHD
Client: Bissell

2nd PLACE: Cha-Ching! Facebook Campaign
Agency: redpepper
Client: Kirkland’s

3rd PLACE: You Want McDonald’s Fries With That
Agency: Arc Worldwide/Leo Burnett
Client: McDonald’s

Honorable Mention: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: Olympus

BEST USE OF VIDEO IN A PROMOTION

WINNER: Inside Every Good Dog is a Great Dog
Agency: Arc Worldwide/Leo Burnett
Client: Nestle Purina, Pro Plan

2nd PLACE: Cup of Misfit Pens
Agency: TRIS3CT
Client: Newell Rubbermaid Office Products

3rd PLACE: UL Commit a Minute to Safety 2011
Agency: MSLGROUP
Client: UL

Honorable Mention: True Blood S4 Immortalize Yourself
Agency: HBO
Client: In-House
BEST USE OF BRANDED WEB GAME(S)

WINNER: Dip-A-Drip
Agency: The Integer Group
Client: 7-Eleven

2nd PLACE: Jameson 1780
Agency: Evolution Bureau
Client: Pernod Ricard USA

3rd PLACE: Go for the Emerald
Agency: The Marketing Arm
Client: oneworld Alliance

Honorable Mention: BNCM: Norton Security Campaign
Agency: Barnes & Noble College Marketing
Client: Barnes & Noble College Marketing

BEST CROSS-PLATFORM PROMOTION USING INTERACTIVE CHANNELS

WINNER: The PEN Ready Project
Agency: Mullen and Grand Central Marketing
Client: Olympus

2nd PLACE: Inside Every Good Dog is a Great Dog
Agency: Arc Worldwide/Leo Burnett
Client: Nestle Purina, Pro Plan

3rd PLACE: Canhole
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

Honorable Mention: Magnum Ice Cream: Pleasure Personified
Agency: Ryan Partnership
Client: Unilever

BEST CREATIVE

WINNER: Canon Regains #1 Leadership Position for DSLRs
Agency: Grey Alliance
Client: Canon USA

2nd PLACE: Can Hunt
Agency: Arc Worldwide/Leo Burnett
Client: MillerCoors, Keystone Light

3rd PLACE: Jameson 1780
Agency: Evolution Bureau
Client: Pernod Ricard USA

Honorable Mention: Made For All
Agency: Neverstop
Client: Uniqlo

 

 

 

 

Register CATEGORIES | Register TESTIMONIALS FROM PAST WINNERS

 

Past Winners

View the 2011 PRO Award winners here!
Missed the Winner’s Announcement and Presentation? View it on-demand here!

View the 2010 PRO Award winners

View the 2009 PRO Award winners

Have Questions about the PRO Awards? Email Maureen Van Kuren or call 203-899-8487.

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