2011 Pro Award Winners

Posted on February 13, 2012 by Chief Marketer Staff

2011 Pro Award Winners

Posted on August 3, 2011

Click on each campaign name to view their full description.
View the list of 2011 PRO Award finalists here.
View our Judges Gallery here.

Missed the Winner's Announcement and Presentation? View it on-demand here!

Best Promotion of 2011 Goes to:

7-Eleven Slurpee Unity Tour

Agency: Freshworks/TracyLocke/Integer/Ketchum/TPN
Client: 7-Eleven
During the contentious mid-term political campaign season, President Obama derided Republicans as “standing, watching us, sippin’ on a Slurpee” while Democrats pulled the car out of the ditch. The day after the elections, the President offered an olive branch to Congress, joking with reporters about hosting a Slurpee Summit at the White House with incoming Republican leader John Boehner. When the president of the United States hands you a product endorsement, 7-Eleven says, you take it and run…
View the winning campaign here

BEST MULTIDISCIPLINE CAMPAIGN

WINNER:
Arm Yourself for the Ones You Love
Agency: Arc Worldwide
Client: Walgreens

2nd PLACE:
Game of Thrones- Maesters Challenge
Agency: HBO
Client: HBO

3rd PLACE:
Huddle to Fight Hunger
Client: Kraft Foods
Agency:
• 360i (digital)
• Weber Shandwick (PR)
• HMT (Shopper Marketing agency)
• mc garry bowen (advertising)
• MediaVest (media)
• IMG (sponsorship)
• Upshot (consumer promotion)
• The Hyperfactory (mobile)

Honorable Mention:
Yahoo! News Ask America
Agency: Yahoo!
Client: Yahoo!

BEST USE OF EVENT MARKETING (FIVE OR LESS VENUES)

WINNER:
Pop-Tarts World
Agency: Gigunda Group
Client: Pop-Tarts, a Kellogg brand

2nd PLACE:
We Like Coca-Cola Village
Agency: Promarket Group
Client: The Coca-Cola Company Israel

3rd PLACE:
Coca-Cola Recycle Pop-Up Store
Agency: Promarket Group
Client: The Coca-Cola Company Israel

Honorable Mention:
24 Marathon and Fan Fest
Agency: Hill & Knowlton
Client: Twentieth Century Fox Home Entertainment

BEST USE OF EVENT MARKETING (MORE THAN FIVE VENUES)

WINNER:
World Cup Match Trucks
Agency: Civic Entertainment Group
Client: ESPN

2nd PLACE:
Yahoo! Penalty Shootout
Agency: Yahoo!
Client: Yahoo!

3rd PLACE:
FIFA World Cup™ Trophy Tour by Coca-Cola
Agency: ignition
Client: The Coca-Cola Company

Honorable Mention:
Thomson Reuters Launches Eikon
Agency: Jack Morton Worldwide
Client: Thomson Reuters

BEST VEHICLE-BASED EXPERIENTIAL CAMPAIGN

WINNER:
World Cup Match Trucks
Agency: Civic Entertainment Group
Client: ESPN

2nd PLACE:
Top Gear Taxis
Agency: Civic Entertainment Group
Client: The History Channel

3rd PLACE:
Mobile Learning Center Program
Agency: RedPeg Marketing
Client: National Guard

Honorable Mention:
ProCombat Rivalry Customization Tour
Agency: MTKG INC
Client: Nike

BEST SAMPLING PROGRAM OR TRIAL RECRUITMENT

WINNER:
The Skinny Cow
Agency: Alcone Marketing Group
Client: Nestlé Dreyer's Ice Cream

2nd PLACE:
Holiday Photos on the Fly
Agency: 206 inc
Client: Microsoft Windows

3rd PLACE:
Together for a Sweet Cause
Agency: MRA experiential tours & equipment; Rock and Rain
Client: Ben & Jerry’s and Target

Honorable Mention:
Feel Good in Naturalizer Tour
Agency: SJI Inc.
Client: Brown Shoe Company

Best Incentive Campaign

WINNER:
GameStop Surprize Attack 2
Agency: The Marketing Arm
Client: GameStop

2nd PLACE:
New Zealand Book Month
Agency: Rapport Advertising and Marketing
Client: New Zealand Book Month

3rd PLACE:
Destination X
Agency: CiEvents
Client: IBM

Honorable Mention:
Crack the Case
Agency: Ogilvy
Client: Intercontinental Hotels Group

BEST CAUSE-BASED PROMOTION

WINNER:
Huddle to Fight Hunger
Client: Kraft Foods
Agency:
• 360i (digital)
• Weber Shandwick (PR)
• HMT (Shopper Marketing agency)
• mc garry bowen (advertising)
• MediaVest (media)
• IMG (sponsorship)
• Upshot (consumer promotion)
• The Hyperfactory (mobile)

2nd PLACE:
Education Nation
Agency: Civic Entertainment Group
Client: NBC News

3rd PLACE:
Mobile Learning Center Program
Agency: RedPeg Marketing
Client: National Guard

Honorable Mention:
New Zealand Book Month
Agency: Rapport Advertising and Marketing
Client: New Zealand Book Month

BEST SPONSORSHIP OR TIE-IN CAMPAIGN

WINNER:
Ogres & Onions Shrek and Vidalias
Agency: Langston Communications
Client: Vidalia Onion Committee

2nd PLACE:
7-Eleven Zynga Promotion
Agency: Freshworks/The Integer Group
Client: 7-Eleven

3rd PLACE:
You’ve Got a Friend in Mom: Pull-ups/Toy Story 3
Agency: JWT Action
Client: Kimberly-Clark

Honorable Mention:
Pepto-Bismol Takes a Bite Out of Summer
Agency: MSL New York
Client: Procter & Gamble

BEST CAMPAIGN THAT USES A HOLIDAY THEME IN ITS PROMOTION

WINNER:
Holiday Photos on the Fly
Agency: 206 inc
Client: Microsoft Windows

2nd PLACE:
The Official Drink of St. Patrick’s Day
Agency: Marketing Drive, Vizeum, Ad Nectar, Legacy Marketing Partners, TBWA
Client: Pernod Ricard USA

3rd PLACE:
Holiday House of Walker
Agency: MKTG INC
Client: Johnnie Walker, Diageo

Honorable Mention:
Bag or Tent
Agency: Circle One Marketing
Client: Reynolds Wrap

BEST USE OF PUBLIC RELATIONS IN A PROMOTION CAMPAIGN

WINNER:
7-Eleven Slurpee Unity Tour
Agency: Freshworks/TracyLocke/Integer/Ketchum/TPN
Client: 7-Eleven

2nd PLACE:
Text Ed with Jane Lynch
Agency: Alcone Marketing Group
Client: LG Electronics

3rd PLACE:
Tostitos Connect to Home Bowl
Agency: The Marketing Arm & Ketchum
Client: Tostitos/Frito-Lay

Honorable Mention:
Birkenstock Renaissance
Agency: Grow Marketing
Client: Birkenstock USA

BEST USE OF GAMES, CONTESTS, AND SWEEPSTAKES

WINNER:
Yahoo! Penalty Shootout
Agency: Yahoo!
Client: Yahoo!

2nd PLACE:
7-Eleven Zynga Promotion
Agency: Freshworks/The Integer Group
Client: 7-Eleven

3rd PLACE:
The Littlest Pet Shop Pets on Parade
Agency: BARD Advertising
Client: Hasbro

Honorable Mention:
Game of Thrones- Maesters Challenge
Agency: HBO
Client: HBO

MOST INNOVATIVE COMMUNICATION STRATEGY

WINNER:
Support Your Marathoner
Agency: VITRO
Client: ASICS America Corp.

2nd PLACE:
American Airlines LAXstraordinary
Agency: The Marketing Arm
Client: American Airlines

3rd PLACE:
EA SPORTS Madden NFL 11 & Doritos: Change the Game
Agency: EA Sports
Client: EA Sports

Honorable Mention:
Pop-Tarts World
Agency: Gigunda Group
Client: Pop-Tarts, a Kellogg brand

BEST WEB-BASED PROMOTION

WINNER:
Doritos Unlock Xbox 2
Agency: The Marketing Arm & Ketchum
Client: Doritos/Frito-Lay

2nd PLACE:
Slurpee Battle of the Bands
Agency: Freshworks/TracyLocke/Integer/Ketchum/TPN
Client: 7-Eleven

3rd PLACE:
Deforest Yourself. Reforest the World.
Agency: Alcone Marketing Group
Client: Philips Norelco

Honorable Mention:
CN & Diary of a Wimpy Kid: Rodrick Rules
Agency: Cartoon Network
Client: 20th Century Fox

BEST MOBILE MARKETING CAMPAIGN

WINNER:
Home Court Advantage
Agency: BFG Interactive
Client: Buffalo Wild Wings

2nd PLACE:
American Airlines Mobile Millions Sweepstakes
Agency: The Marketing Arm
Client: American Airlines

3rd PLACE:
GameStop Surprize Attack 2
Agency: The Marketing Arm
Client: GameStop

Honorable Mention:
Criss Angel Mindfreak
Agency: Vibes Media
Client: AETN & Vibes Media

BEST MULTICULTURAL/ ETHNIC CAMPAIGN

WINNER:
Next Best Move
Agency: Legacy Marketing Partners
Client: Burger King

2nd PLACE:
Magnum Live Large Project
Agency: Colangelo/ MAXUS, & EDELMAN
Client: Trojan Brand Condoms

3rd PLACE:
Tide Loads of Hope Haiti
Agency: Gigunda Group
Client: Tide, a Procter & Gamble Brand

Honorable Mention:
2010 McCafe Smooth Fusion Tour
Agency: Ventures Unlimited Inc.
Client: McDonald’s USA

Best Campaign Targeting a Specific Demographic

WINNER:
Text Ed with Jane Lynch
Agency: Alcone Marketing Group
Client: LG Electronics

2nd PLACE:
American Airlines LAXstraordinary
Agency: The Marketing Arm
Client: American Airlines

3rd PLACE:
Coca-Cola Swelter Stopper
Agency: Escalate
Client: The Coca-Cola Company

Honorable Mention:
Eat Pray Love
Agency: Sony Pictures Entertainment
Client: Sony Pictures Entertainment

BEST CAMPAIGN GENERATING BRAND AWARENESS

WINNER:
7-Eleven Slurpee Unity Tour
Agency: Freshworks/TracyLocke/Integer/Ketchum/TPN
Client: 7-Eleven

2nd PLACE:
Pop-Tarts World
Agency: Gigunda Group
Client: Pop-Tarts, a Kellogg brand

3rd PLACE:
Boardwalk Empire Campaign for HBO
Agency: Civic Entertainment Group
Client: HBO

Honorable Mention:
Bare Escentuals Tour of America
Agency: A Squared Group
Client: Bare Escentuals

Best Use of a Promotion Campaign Executed Outside the U.S.

WINNER:
Tide Loads of Hope Haiti
Agency: Gigunda Group
Client: Tide, a Procter & Gamble Brand

2nd PLACE:
New Zealand Book Month
Agency: Rapport Advertising and Marketing
Client: New Zealand Book Month

3rd PLACE:
Smart Expeditions
Agency: Action Marketing Group
Client: Mercedes Benz Canada/smart

Honorable Mention:
Corona Get Real – 1,000,000 Lime Giveaway
Agency: Match Marketing Group
Client: Corona Canada

BEST DEALER, SALES FORCE OR BUSINESS-TO-BUSINESS CAMPAIGN

WINNER:
Breakthrough with Bravo Upfront Campaign
Agency: NBC Universal / Bravo
Client: NBC Universal / Bravo

2nd PLACE:
Concur Breeze
Agency: Jack Morton Worldwide
Client: Concur Technologies

3rd PLACE:
Hilton Worldwide Light the Way
Agency: Upshot
Client: Hilton Worldwide

Honorable Mention:
Cisco Global Sales Experience (GSX)
Agency: George P. Johnson
Client: Cisco

BEST USE OF SOCIAL MARKETING IN A PROMOTION CAMPAIGN

WINNER:
Small Business Saturday
Agency: CP+B & Digitas
Client: American Express OPEN

2nd PLACE:
Pop Secret’s Pop! Camera! Action!
Agency: MARS Advertising and Prize Logic and Nomadic
Client: Diamond Foods, Inc.

3rd PLACE:
Monster.com Success Stories
Agency: The Marketing Arm
Client: Monster.com

Honorable Mention:
America's Next Great Restaurant & Chipotle Unite
Agency: NBC Entertainment
Client: NBC Universal

BEST RETAIL CAMPAIGN

2nd PLACE:
PepsiCo Kroger Breast Cancer Awareness
Agency: TracyLocke
Client: PepsiCo

3rd PLACE:
GameStop Surprize Attack 2
Agency: The Marketing Arm
Client: GameStop

Honorable Mention:
You’ve Got a Friend in Mom: Pull-ups/Toy Story 3
Agency: JWT Action
Client: Kimberly-Clark

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

WINNER:
New Zealand Book Month
Agency: Rapport Advertising and Marketing
Client: New Zealand Book Month

2nd PLACE:
Xbox 360 / Crackdown 2 Launch Promotion
Agency: Wunderman
Client: Microsoft / Xbox

3rd PLACE:
Monster.com and Alicia Keys
Agency: The Marketing Arm
Client: Monster.com

Honorable Mention:
Swamp People
Agency: Civic Entertainment Group
Client: The History Channel

BEST IDEA OR CONCEPT

WINNER:
Small Business Saturday
Agency: CP+B Digitas
Client: American Express OPEN

2nd PLACE:
Arm Yourself for the Ones You Love
Agency: Arc Worldwide
Client: Walgreens

3rd PLACE:
7-Eleven Zynga Promotion
Agency: Freshworks/The Integer Group
Client: 7-Eleven

Honorable Mention:
UNSTAGED SERIES
Agency: Momentum Worldwide
Client: American Express

BEST CREATIVE

WINNER:
7-Eleven Slurpee Unity Tour
Agency: Freshworks/TracyLocke/Integer/Ketchum/TPN
Client: 7-Eleven

2nd PLACE:
Pop-Tarts World
Agency: Gigunda Group
Client: Pop-Tarts, a Kellogg brand

3rd PLACE:
Text Ed with Jane Lynch
Agency: Alcone Marketing Group
Client: LG Electronics

Honorable Mention:
Tide Loads of Hope Haiti
Agency: Gigunda Group
Client: Tide, a Procter & Gamble Brand

Have Questions about the PRO Awards? Email Marci Werner or call 203-358-4397.

Best Promotion of 2011 Goes to:

BEST MULTIDISCIPLINE CAMPAIGN

BEST USE OF EVENT MARKETING (FIVE OR LESS VENUES)

BEST USE OF EVENT MARKETING (MORE THAN FIVE VENUES)

BEST VEHICLE-BASED EXPERIENTIAL CAMPAIGN

BEST SAMPLING PROGRAM OR TRIAL RECRUITMENT

Best Incentive Campaign

BEST CAUSE-BASED PROMOTION

BEST SPONSORSHIP OR TIE-IN CAMPAIGN

BEST CAMPAIGN THAT USES A HOLIDAY THEME IN ITS PROMOTION

BEST USE OF PUBLIC RELATIONS IN A PROMOTION CAMPAIGN

BEST USE OF GAMES, CONTESTS, AND SWEEPSTAKES

MOST INNOVATIVE COMMUNICATION STRATEGY

BEST WEB-BASED PROMOTION

BEST MOBILE MARKETING CAMPAIGN

BEST MULTICULTURAL/ ETHNIC CAMPAIGN

Best Campaign Targeting a Specific Demographic

BEST CAMPAIGN GENERATING BRAND AWARENESS

Best Use of a Promotion Campaign Executed Outside the U.S.

BEST DEALER, SALES FORCE OR BUSINESS-TO-BUSINESS CAMPAIGN

BEST USE OF SOCIAL MARKETING IN A PROMOTION CAMPAIGN

BEST RETAIL CAMPAIGN

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

BEST IDEA OR CONCEPT

BEST CREATIVE

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