Entertainment & Sports

Includes all forms of entertainment.  E.G. apps, movies, programming (TV, online, radio), books, DVDs, videogames, board games, etc.  Sporting events such as the Super Bowl, sports teams, etc.

2014 GOLD

Madden Forever

With the venerable Madden NFL video game franchise seeing sales stagnate and much of its consumer base flocking toward first-person shooter juggernauts like Call of Duty, it was time for Madden to re-energize sales and win back their gaming crowd. We needed to reconnect with guys who had hung up their virtual cleats and remind them of their love for rivalry. By winning over these Retired Maddenites, we increased year-over-year sales by 5% while everyone else was down 27% and increased purchase intent by 52% amongst our key target.

Brand: Madden NFL 13
Client: EA SPORTS
Agency: Heat
Language: English

2014 BRONZE

Welcoming Beyonce to the World's Biggest Stage

For Pepsis sponsorship of the Super Bowl, we offered the audience the chance to welcome Beyonc to the worlds biggest stage by using their photos to create a fan-made intro. We stretched the ask of submitting photos over several weeks to build buzz, and drive engagement and sharing, turning a Super Bowl ad into an 8-week engagement program. Pepsi traditionally loses the share of conversation to Coca-Cola during the Super Bowl, but on game day Pepsi surpassed Coke for the first time all year as evidenced by its SIM score.

Brand: Pepsi
Client: PepsiCo
Agency: Mekanism
Language: English

2013 BRONZE

Be The Thunder

The Tampa Bay Lightning NHL team needed to overcome its fair-weather fan syndrome and engage a fan base to impact ticket sales. With its 2011-2012 season, we kicked off a marketing campaign that transformed fans from spectators to teammates, giving them a clear role and stake in the local team. By asking them to Be The Thunder, we energized the brand and its fans, ultimately increasing attendance, engagement and season ticket sales, despite fewer wins that season.

Brand: Tampa Bay Lightning
Client: Tampa Bay Lightning
Agency: 22squared
Language: English

FINALISTS

Heineken Hola, soy Hein.IA

LEGO Building Bridges

Cote & Sport The bet only a Moroccan brand can take