March 23, 2011

2011 Ex Award Finalists: Best of the Best to Be Named May 16

Event Marketer magazine unveils finalists in world’s largest recognition program for experiential marketing

Following a two-week judging by more than two dozen brand-side marketers, the editors of Event Marketer magazine today unveiled the finalists for the ninth-annual Ex Awards.

The Ex Awards recognize the best of the best of the best in experiential marketing and has become the most sought-after industry trophy in the world. No other award program generates as many entries from as many countries around the globe—and no other program is judged entirely by client-side marketers.

This year’s Ex Awards generated a record-setting 800-plus entries, beating the previous all-time record set back in 2008. The winners will be announced live on stage at the 2011 Ex Awards gala on May 16 in Chicago. Once a year, the industry shuts down and 600 of its leaders head to Chicago. Secure your tickets and tables before the event sells out by visiting ex-awards.com. Those that have never attended the Ex Awards refer to it as the Oscars of event marketing. Repeat attendees know better, calling the Ex Awards the event industry’s Golden Globes.

Let it begin. The 2011 Ex Award finalists, in alpha order by client:

Best Mobile Marketing Program
Campaign: Life Track
Client: Lowe’s
Agency: emg3

Campaign: ActivClassroom
Client: Promethean
Agency: Infinity Marketing Team

Campaign: Command Center Alpha
Client: United States Air Force
Agency: GSD&M Idea City

Best Activation of a Sports Sponsorship
Campaign: Support Your Marathoner
Client: ASICS
Agency: Vitro

Campaign: 2010 Winter Olympics
Client: Coca-Cola Co.
Agency: ignition

Campaign: Delta Dugout
Client: Delta Air Lines
Agency: MKG

Best Activation of an Entertainment Sponsorship
Campaign: Drake Concert Tour
Client: AT&T
Agency: Team Epic

Campaign: Wheat Thins Crunch Den at Bonnaroo
Client: Kraft
Agency: Momentum Worldwide

Campaign: Black Eyed Peas E.N.D. World Tour
Client: Research In Motion
Agency: NCompass International

Best Activation of a Cause Sponsorship/Tie-in
Campaign: Letters for Lyrics
Client: Chrysler
Agency: George P. Johnson

Campaign: Drive One 4 UR School
Client: Ford
Agency: Team Detroit

Campaign: Get Schooled
Client: Get Schooled Foundation
Agency: Oasis Productions

Best Mall Event Program
Campaign: umi Launch
Client: Cisco
Agency: The Marketing Arm

Campaign: Cadillac Culinary Challenge
Client: General Motors
Agencies: Intersport, R*Works

Campaign: Cooking with Philly Tour
Client: Kraft
Agency: OgilvyAction

Best Multicultural Event Campaign

Campaign: Budweiser Futbol Kings
Client: Anheuser-Busch InBev
Agency: Cardenas Marketing Network

Campaign: Next Best Move
Client: Burger King
Agency: Legacy Marketing Partners

Campaign: Axe Hispanic Festivals
Client: Unilever
Agency: Integrated Marketing Services

Best Nightlife Marketing Campaign
Campaign: Band of Buds
Client: Anheuser-Busch InBev
Agency: Momentum Worldwide

Campaign: Hide A Case
Client: Beam Global
Agency: Launch!

Campaign: Smirnoff Nightlife Exchange Project
Client: Diageo
Agency: Mosaic Experiential Marketing

Best Pop-Up Store
Campaign: Shear Genius Salon
Client: Bravo
Agency: Precision Event Group

Campaign: Stay Extraordinary Pop-Up
Client: Coca-Cola Co.
Agency: MKG

Campaign: Pop-Tarts World
Client: Kellogg’s
Agency: Gigunda Group

Best Retail/In-Store Event Program
Campaign: Chamilia Event Tour
Client: Chamilia
Agency: CPC Intersect

Campaign: illy issimo
Client: Coca-Cola Co.
Agency: Escalate

Campaign: Kleenex Brand Sharing Station
Client: Kimberly-Clark
Agency: OgilvyAction

Best Press/Media Event

Campaign: Kinect for Xbox 360 World Premiere
Client: Microsoft
Agency: In-house

Campaign: Samsung Unpacked
Client: Samsung
Agency: Barkley Kalpak Associates

Campaign: Wizarding World of Harry Potter Unveil
Client: Universal Studios Orlando
Agency: In-house with Thinkwell

Best Single Venue/Market Event (Consumer)

Campaign: Stella Artois Draught Master
Client: Anheuser-Busch InBev
Agency: Mosaic Experiential Marketing

Campaign: Lindeman’s Open Garden
Client: Foster’s Group
Agency: Traffik

Campaign: Oprah’s Ultimate Australian Adventure
Client: Tourism Australia
Agency: Event Architects

Best Single-Venue/Market B-to-B Event/Meeting
Campaign: Cisco Live
Client: Cisco
Agency: In-house

Campaign: HMI Team Cup
Client: ERGO Insurance
Agency: Hagen Invent

Campaign: International Dealership Cayenne Launch
Client: Porsche
Agency: Vok Dams Gruppe

Best Multi-Venue Event (Consumer)
Campaign: Jeep Rocks and Road
Client: Chrysler
Agency: George P. Johnson

Campaign: Fiesta Lounge
Client: Ford
Agency: RMD Group

Campaign: Naughty Volvo Tour
Client: Volvo
Agency: Arnold Worldwide

Best Multi-Venue Event (B-to-B)
Campaign: Day One
Client: MetLife
Agency: TBA Global

Campaign: Sapphire Now
Client: SAP
Agency: In-house

Campaign: High-Speed Rail Tour
Client: Siemens
Agency: OgilvyAction

Best Event-Related Web Site
Campaign: Band of Buds
Client: Anheuser-Busch InBev
Agency: Momentum Worldwide

Campaign: o2 Crew
Client: Telefonica
Agency: Phocus Brand Contact

Campaign: The Belief Project
Client: U.S. Cellular
Agency: AMP Agency

Best Use of Technology
Campaign: umi Launch
Client: Cisco
Agency: The Marketing Arm
Technology: In-house

Campaign: Smirnoff Nightlife Exchange Project
Client: Diageo
Agency: AKQA
Technology: Fish Technologies

Campaign: Black Eyed Peas E.N.D. World Tour
Client: Research In Motion
Agency: NCompass International
Technology: In-house

Best Use of Social Media
Campaign: Expedition 206
Client: Coca-Cola Co.
Agency: ignition

Campaign: Fiesta Movement Chapter 2
Client: Ford
Agencies: Team Detroit, Action Marketing Group, Undercurrent

Campaign: Foursquare Hunt
Client: Mattel
Agency: Attention

Best Live+Digital Program (B-to-B)
Campaign: GSX
Client: Cisco
Agencies: George P. Johnson

Campaign: Oncology Virtual Booth
Client: Pfizer
Agency: Impact Unlimited

Campaign: Sapphire Now
Client: SAP
Agency: In-house

Best Live Live+Digital Program (B-to-C)
Campaign: Unstaged
Client: American Express
Agency: Momentum Worldwide

Campaign: DEWmocracy
Client: Pepsi-Cola Co.
Agency: Motive

Campaign: Ask America
Client: Yahoo!
Agency: Legacy Marketing Partners

Best Proprietary Property (Consumer)
Campaign: Unstaged
Client: American Express
Agency: Momentum Worldwide

Campaign: Next Best Move
Client: Burger King
Agency: Legacy Marketing Partners

Campaign: Axe One Night Only
Client: Unilever
Agency: Walton Isaacson

Best P.R. Stunt
Campaign: CR-z3dNYC
Client: Honda
Agency: RPA

Campaign: Kinect for Xbox 360 Dance Party
Client: Microsoft
Agency: Mother Industries

Campaign: BargeSpin
Client: Red Bull
Agency: H5 Events

Best Buzz Marketing/Influencer Program
Campaign: Coke Zero College Agent
Client: Coca-Cola Co.
Agency: CPC Intersect

Campaign: Digital Brand Ambassador Program
Client: Dell
Agency: Mosaic Experiential Marketing

Campaign: Beer Sessions
Client: MillerCoors
Agency: Rally Marketing Group

Best Integrated Trade Show Campaign
Campaign: Imaging 2.0 Campaign Launch at RSNA
Client: Philips Healthcare
Agency: Czarnowski

Campaign: The Art of Science and Balance
Client: Procter & Gamble Pet Care
Agency: Global Experience Specialists (GES)

Campaign: Episode of Care
Client: Toshiba America Medical Systems
Agency: In-house

Best Vehicle Design (Less Than 18 Wheels)
Campaign: gridSMART Tour
Client: American Electric Power
Agency: Event Marketing Strategies
Builder: Roto Studios, Farber Specialty Vehicles

Campaign: Future Lab Road Show
Client: BMW
Agency/Builder: Metzler:Vater

Campaign: College GameDay Tour
Client: ESPN
Agency: rEvolution
Builder: CGS Premier

Best Vehicle Design (18 Wheels)
Campaign: National Scouting Museum
Client: Boy Scouts of America
Agency: Pierce
Builder: Craftsmen Industries

Campaign: OnStar Mobile Command Center
Client: General Motors
Agency: MVP Collaborative
Builder: Aspen Marketing Services

Campaign: Sensobus
Client: Puratos
Agency: In-house
Builder: Craftsmen Industries

Best Trade Show Exhibit or B-to-B Environment
Campaign: L.A. Auto Show
Client: Audi
Design/Build: Czarnowski

Campaign: Space for Earth Pavilion
Client: German Aerospace Industries Association
Agency: Facts+Fiction
Design/Build: Designatics, Klartext Grafik Messe Event

Campaign: Consumer Electronics Show
Client: Motorola
Design/Build: George P. Johnson

Best Consumer Environment/Exhibit
Campaign: A1 Road Show
Client: Audi
Agency: Schmidhuber+Partner, Mutabor
Designer/Builder: Metron, Schmidhuber+Partner

Campaign: Bracket Town
Client: LG
Agency/Designer/Builder: Sparks

Campaign: Motel No Tell
Client: Nike
Agency: Becore Promotions
Designer/Builder: Antonio Ballatore, Millworks by Design

Best Brand Pavilion
Campaign: Happiness House
Client: Coca-Cola Co.
Agency: ignition

Campaign: German Pavilion at EXPO 2010
Client: German Federal Ministry
Agency: Koelnmesse International
Designers/Builders: Milla & Partner, Stuttgart, Schmidhuber+Partner, Munich, Nüssli, Roth

Campaign: Verizon | NFL Training Ground
Client: Verizon
Agencies: Erwin-Penland, Marketing Werks
Design/Build: Erwin-Penland, Proteus On-Demand, Clickit, Pinnacle Exhibits, Creative Technologies

Best 100% Virtual Event/Expo
Campaign: Virtual Annual Meeting
Client: American Society of Association Executives
Agency: Viva Creative

Campaign: Holiday Demo Days
Client: HP
Agency: Design Reactor

Campaign: Virtual Event Center
Client: IBM
Agency: George P. Johnson

Best Production of an Event (Consumer)
Campaign: Call Of Duty: Black Ops Global Launch
Client: Activision
Agency: NCompass International

Campaign: Coors Light Mystery Mansion
Client: Molson Coors Canada
Agency: In-house

Campaign: Axe Boat!
Client: Unilever
Agency: Global Events

Best Production of an Event (B-to-B )
Campaign: Kinect for Xbox 360 World Premiere
Client: Microsoft
Agency: In-house

Campaign: International Dealership Cayenne Launch
Client: Porsche
Agency: Vok Dams Gruppe

Campaign: High-Speed Rail Tour
Client: Siemens
Agency: OgilvyAction

2011 Ex Awards
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