Case Studies: Promotion Marketing Assocation's Reggie Awards 2009

The Promotion Marketing Association (PMA) in March named Kraft Foods' "Oreo Double Stuf Racing League" marketing campaign as the winner of the 2009 Super Reggie, the highest award in integrated marketing. The campaign was a multiple agency effort by Draftfcb (general and promotional advertising), Razorfish (digital), Digitas (online media), MediaVest (media), IMG (experiential) and Weber Shandwick (PR).ContentsCase StudiesImage GalleryThe Oreo campaign combined every aspect of marketing, from print, TV, online, digital and social media to experiential, events and public relations, and garnered a better than 6% increase in product sales. The Oreo DSRL, launched in 2008, emphasized the "lick" aspect of the Oreo ritual. (See the case study for more information.)"The 'Oreo Double Stuf Racing League' campaign from Kraft and its agency partners is an amazing example of how marketing can truly make a difference in a company's bottom line," said Bonnie Carlson, president of the PMA. "Integrated marketing is not just about building 'buzz,' it's about building brands."Gold, Silver and Bronze Reggie winners by category were:National Consumer -- Budget over $5 millionSuper Reggie and Gold: Oreo DSRL (Client: Kraft Foods Global, Inc.; Agency: Draftfcb/Razorfish/Digitas/MediaVest/Weber Shandwick/IMG)Silver: AT&T Team USA Soundtrack (Client: AT&T; Agency: The Marketing Arm)Bronze: How Sweet the Sound (Client: Verizon Wireless; Agency: Momentum Worldwide)National Consumer -- Budget between $1 million and $5 millionGold: Kmart Spring Style Showoff Program (Client: Kmart; Agency: Draftfcb)Silver: Unilever Soundcheck (Client: Unilever; Agency: Lunchbox)Bronze: GMC and Ellen: "Whuuttt the February" - Acadia launch (Client: GMC; Agency: Digitas, Leo Burnett, SMG)National Consumer -- Budget under $1 millionGold: The Most Interesting Show in the World (Client: Heineken USA - Dos Equis; Agency: Mirrorball)Silver: Orbitz Fill the Plane (Client: Orbitz; Agency: GMR Marketing)Bronze: Vaio My Graphic Splash PC Design Contest (Client: Sony Electronics Inc.; Agency: PowerPact)Local, Regional Market -- Budget over $1 millionGold: Gotham Tonight (Client: Warner Bros.; Partner: Comcast)Silver: How Sweet the Sound (Client: Verizon Wireless; Agency: Momentum Worldwide)Bronze: uni-ball Jetstream Your Way To Beijing (Client: uni-ball Jetstream Pens; Agency: NBC Skycastle)Local, Regional Market -- Budget under $1 millionGold: TBS 10 Items or Less Grocery Partnerships and Premiere Events (Client: Turner Broadcasting System, Inc.; Agency: SKI Activation)Silver: Husky eXtreme 24 Hr. Challenge (Client: USSTC; Agency: Colangelo)Bronze: The King's Wallet Drop (Client: Burger King Corporation; Agency: Legacy Marketing Partners)Experiential Marketing -- Budget over $1 millionGold: Nickelodeon's Slime Across America (Client: Nickelodeon; Agency: Oasis)Silver: Reader Revolution (Client: Sony Electronics Inc.; Agency: AIM)Bronze: Charmin NYC Restroom Experience (Client: Charmin; Agency: Gigunda Group, Inc.)Experiential Marketing -- Budget under $1 millionGold: Spirit of Amsterdam (Client: Heineken USA - Amstel Light; Agency: Mirrorball)Silver: The Most Interesting Show in the World (Client: Heineken USA - Dos Equis; Agency: Mirrorball)Bronze: Laughing Cow Wedges Lafe (Client: Bel Brands, USA; Agency: Alcone Marketing)Best Cause or Corporate Social Responsibility Marketing CampaignGold: How Sweet the Sound (Client: Verizon Wireless; Agency: Momentum Worldwide.)Silver: Reader Revolution (Client: Sony Electronics Inc.; Agency: AIM)Bronze: Keep Gym in School (Client: NFL Network; Agency: Civic Entertainment Group)Age Specific (No budgetary parameters)Gold: The Lost Ring (Client: McDonald's Corporation; Agency: AKQA)Silver: Nickelodeon's Slime Across America (Client: Nickelodeon; Agency: Oasis)Bronze: BBM: Refuel with Chocolate Milk - Go Pro for a Day (Client: MilkPep; Agency: Draftfcb)Multi-cultural/Ethnic (No budgetary parameters)Gold: Huggies and Pull-Ups El Incomparable Tren De Vida De Mama (Client: Huggies and Pull-Ups; Agency: MASS Hispanic Marketing)Silver: Vive Sanamente Nestle Pure Life (Client: Nestle Waters North America; Agency: Castells & Asociados)Bronze: Unilever Desafio del Sabor Family Challenge (Client: Unilever Agency: MASS Hispanic Marketing)Shopper Marketing (No budgetary parameters)Gold: Kroger E-Labels for Education (Client: Campbell Soup Company; Agency: Mars Advertising)Silver: Dove Self-Esteem Month (Client: Unilever; Agency: Lunchbox)Bronze: Kimberly-Clark Celebrates Breast Cancer Survivors (Client: Kimberly-Clark Corporation; Agency: In-House)Business-to-Business (includes trade promotion) (No budgetary parameters)Gold: CNN Grill: 2008 Election Coverage (Client: CNN; Agency: Civic Entertainment Group)Silver: From Sweden With Lov Tour (Client: Volvo Cars of North America; Agency: Arnold Worldwide)Bronze: Technology and the Environment (Client: Boeing; Agency: In-House)Small Budget -- Budget less than $100,000Gold: CNN Community Outreach (Client: CNN; Agency: Civic Entertainment Group)Silver: Bronx Zoo-Madagascar! (Client: Wildlife Conservation Society; Agency: NMA Entertainment & Marketing) Bronze: Building Blocks (Client: Whirlpool Corporation; Agency: Arc Worldwide)New Product Launch (No budgetary parameters)Gold: Wal-Mart AC/DC Launch (Client: Wal-Mart Stores, Inc.; Agency: Arnold Worldwide)Silver: Wachovia Way2Save Challenge Tour (Client: Wachovia Corporation; Agency: Synergy Events)Bronze: Dark Temptation By Axe (Client: Unilever; Agency: Walton Isaacson)Digital (Budget over $1 million)Gold: AT&T Team USA Soundtrack (Client: AT&T; Agency: The Marketing Arm)Silver: Power of the Letter (Client: HBO; Agency: Civic Entertainment Group)Bronze: The Lost Ring (Client: McDonald's Corporation; Agency: AKQA)Digital (Budget under $1 million)Gold: The N & Skittles' Degrassi "What If?" (Client: MTV Networks/Nickelodeon Kids & Family; Agency: In-House)Silver: Building Blocks (Client: Whirlpool Corporation; Agency: Arc Worldwide)Bronze: Vaio My Graphic Splash PC Design Contest (Client: Sony Electronics Inc.; Agency: PowerPact)Multi-Partner Promotion - three or more partners (No budgetary parameters)Gold: AT&T Team USA Soundtrack (Client: AT&T; Agency: The Marketing Arm)Silver: Kung Fu Panda (Client: DreamWorks Animation; Agency: In-House)Bronze: Oreo DSRL (Client: Kraft Foods Global, Inc.; Agency: Draftfcb/Razorfish/Digitas/MediaVest/Weber Shandwick/IMG)For case studies of all this year's winners, visit http://www.pmalink.org/awards/Reggie2009/home/index.asp#campaigns.About the PMAEstablished in 1911, the Promotion Marketing Association, Inc (PMA) is the premier not for profit organization and resource for research, education and collaboration for marketing professionals. Representing the over $1 trillion integrated marketing industry, the organization is comprised of Fortune 500 companies, top marketing agencies, law firms, retailers, service suppliers and academia, representing thousands of brands worldwide. Championing the highest standards of excellence and recognition in the promotion and integrated marketing industry globally, PMA's objective is to foster a better understanding of promotion and integrated marketing and its role in the overall marketing process.

Case Studies: Promotion Marketing Assocation's Reggie Awards 2009

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