Brand Integration & Entertainment Partnerships

This award thonors those brands that have effectively reached their audience via strategic integrations & entertainment partnerships.

2021 SILVER

Mars Shot

To promote the UAE’s nation brand during the Arab world’s first Mission to Mars, during the COVID-19 pandemic, the UAE Government Media Office, partnered with a global entertainment brand HartBeat Productions and founder, the famous celebrity influencer, Kevin Hart. And leveraged Kevin’s Hart popularity coupled with the power of social media during global lockdowns, inviting the world to share their impossible dreams with the UAE to make them possible. It became the most participated with crowdsourcing campaign in MENA’s history. And it promoted the UAE’s spirit of “impossible is possible”.

Brand: UAE Government Media Office
Client: UAE Government Media Office
Agency: FP7 McCann Dubai
Language: English

2021 SILVER

Honoring The Real-Life Heroes of 2020

While 2020 was declared “The Year of the Nurse” it was clear we needed a special way to recognize nurses. We created a comic book portraying the real feats of heroism performed by nurses, working with Marvel Entertainment, to bring it to life. What started out as an effort to recognize nurses exceeded our wildest expectations. “The Vitals” was Marvel’s #1 digital comic of 2020 with over 560 million earned media impressions. Most importantly, we recognized nurses for all they’ve done during our greatest time of need.

Brand: Allegheny Health Network
Client: Highmark Health
Agency: Doner
Language: English

2021 SILVER

Michelob ULTRA Courtside: Game-Changing Innovation Changes the Game

When COVID-19 sent the 2020 season into a tailspin, Michelob ULTRA partnered with Microsoft and the NBA to reinvent live sports forever. While other leagues scrambled to install cardboard fan cutouts, Michelob ULTRA Courtside, powered by Microsoft’s AI-driven Together Mode, digitally immersed fans in the NBA Bubble… from home. Michelob ULTRA’s sales grew 32%, due to on-bottle, scan-to-win ticket promotions and soaring cultural relevance. 81.5 million hours of NBA coverage across 124 games and 13 billion impressions expanded brand reach 31% and made Courtside the #1 sports industry topic.

Brand: Michelob ULTRA
Client: Anheuser-Busch InBev
Agency: FCB New York
Language: English

FINALISTS

Telenor Pakistan MyTelenor App

Hotels.com The rookie sponsor that won the hearts of NBA fans

PopCorners PopCorners - Break Into Something Good