Media Content Partnerships

This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising. 

2022 GOLD

Pagoda creates an egg roll craving at snacking moments, enticing a new target audience to “Put the egg rolls in!”

After a forced market exit, Pagoda fought to reclaim its place as the #1 Asian snacks brand in a saturated, stale, mom-targeted category with a $1.2 million budget. Rather than trying to get moms to stock up, we triggered a craving with a new, younger male target who was immersed in high-passion content while he was snacking. Partnering with his favorite creators we seamlessly integrated our creative idea “Put the egg rolls in!” into his snacking moments, connecting with him, driving sales & regaining leadership of the Asian snacks category.

Brand: Pagoda
Client: Schwan's Consumer Brands
Agency: Carmichael Lynch
Language: English

2022 SILVER

Wendy's Enters the Morty-verse

Wendy’s sent Rick and Morty fans to another dimension, creating a fully immersive branded on and offline experience to promote the launch of an out-of-this-world breakfast menu and two new custom Coke Freestyle flavors. By seamlessly blending cartoon with reality, Wendy’s created an authentic never-been-done-before drive-thru experience at one LA Wendy’s –renamed Morty’s! - restaurant, complete with special employee uniforms and “Morty’s” food packaging, serving up a ‘Wubba Lubba Grub Grub’ breakfast menu that caused superfans to wait in line for 8+hrs at a time and social conversation to skyrocket.

Brand: Wendy's
Client: Wendy's
Agency: Spark Foundry New York
Language: English

2021 SILVER

The Darkness Into Light Sunrise Appeal

Electric Ireland sought to raise €2 million to compensate for the cancellation of the Darkness into Light walk, as Pieta faced a massive funding crisis. In the middle of a pandemic where Covid-19 impacted not only the nations physical health but their mental health too, Electric Ireland provided the light of hope at the nation's darkest hour demonstrating ‘We’re Brighter Together’, positively influencing brand perception scores by 10%. Through Electric Ireland’s long-term commitment and understanding, the Sunrise Appeal generated €5.3 million for Pieta, ensuring their life-saving services could remain open.

Brand: Electric Ireland
Client: Electric Ireland
Agency: Rothco Accenture Interactive
Language: English

FINALISTS

Carnival Cruise Line Carnival x Amazon Partnership

Centro Cuesta Nacional Dominicano Soy

Google Pixel Pixel RePresents