Media Innovation - Existing Channels

This award showcases those who have the insight and creativity to change the way a particular media channel is consumed. 

2016 SILVER

Taco Bell Blackout

To introduce Taco Bells newest channel, the mobile-ordering app, we turned all of their social channels off. By depriving its hyper-engaged social audience we proved the fastest way to get their attention was to go dark. For 72 hours, Taco Bells Twitter, Instagram, YouTube, Facebook and Tumblr shut downeven TacoBell.com went dark. After hours of fans and press clamoring for an explanationgarnering 2B earned impressionswe made the message clear: the new way to Taco Bell is #OnlyInTheApp. It drove more than 2.5MM customers to download the app.

Brand: Taco Bell
Client: Taco Bell
Agency: DigitasLBi San Francisco
Language: English

2016 SILVER

#MoreMusic

On musics most important night, on musics biggest stage, for musics biggest audience, we didn't want to just be another brand interrupting the GRAMMYs we wanted to be part of the 57th GRAMMY Awards. So we decided not to run ads, and instead give viewers more of what they wanted: #MoreMusic. But not just more music - live music. And it worked. #MoreMusic was the top national trend on Twitter and every major media outlet immediately took notice, with Forbes deeming us one of the best performances of the night.

Brand: Target
Client: Target
Agency: Deutsch LA
Language: English

2015 SILVER

Find a Match

Automaker websites were falling short of shopper needs: people couldnt search intuitively by criteria they cared about, and would build a car online but not be able to find it nearby. The new vw.com took cues from dating websites and revolutionized car shopping. Users can now search by whats important and the site matches them to a VW in their area with their exact specifications. Since launch, inventory search is up +78.5%, dealer search is up +184.7%, and the number of shoppers delivered to dealer websites increased +253.7%.

Brand: Volkswagen of America
Client: Volkswagen of America
Agency: Deutsch LA
Language: English

FINALISTS

Frosted Flakes Tony the Tiger on Twitch: The First Mascot Turned Streamer

Hyundai Hyundai Questions Everything (Right Down to Its Media Buy)

Tide Tide #LaundryNight