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.
FILTER BY:
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
2020 GOLD
Scent By Glade®
The rise of online shopping meant that consumers could not sample our fragrances before purchasing them. To allow online shoppers to experience our fragrances in real life, Glade leveraged an overlooked part of the online shopping experience: packing pillows. For the first time ever, we turned air into an advertisement, experience, and point of purchase all in one.
Brand:
Glade
Client:
SC Johnson
Agency:
Ogilvy
Language:
English
FINALISTS
Mastercard
True Self World
Bud Light
Dude with Sign
Burger King
Ring King
