Media Innovation - Emerging & New Channels
This award showcases those who had the insight and creativity to change the way a particular, emerging media channel is consumed or to create a new channel.
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PROGRAM
2023 BRONZE
The Meta Lite Bar
The Super Bowl is beer’s biggest day. But AB-InBev, the most powerful brewer on Earth, blocked Miller Lite from advertising in the game. And spent $49.6 million to blast out ads about their beers. We said "cool, hold our beer" and built a dive bar in the middle of the Metaverse instead. The Meta Lite Bar earned 1.4 billion impressions and grew the brand ½ share—with a budget that’s 3% of what AB-InBev spent on a single ad.
Brand:
Miller Lite
Client:
Molson Coors Beverage Company
Agency:
DDB Chicago
Language:
English
2022 GOLD
r/Bank
Tapping into Reddit, a known hub for affluent millennials and tech enthusiasts, Ally Bank successfully utilized native Gold & Award gifting behaviors to prove out the benefits of Ally’s personal banking tools. Ally was able to demonstrate how to “bank smarter” by inviting audiences on Reddit to award their paid Promoted Post Gold and profit by getting Argentium (an award 40x the value of Gold) in return. The campaign was so successful that Ally was “sold out” of Argentium within 72 hours.
Brand:
Ally
Client:
Ally
Agency:
Reddit's KarmaLab
Language:
English
2021 BRONZE
THE AHHH 2.0
foodpanda, an online food delivery platform has expanded its service to grocery with the launch of pandamart. Not only we needed to build awareness of this additional service, more importantly, we had to communicate its unique benefit to drive orders.
Brand:
pandamart
Client:
foodpanda Hong Kong
Agency:
Carat Media Services Hong Kong
Language:
English
FINALISTS
Mastercard
True Self World
Bud Light
Dude with Sign
UX
Small Business Drive
