The 2009 PRO Award Winners
To view descriptions of each campaign winner listed below CLICK HERE or add the following URL to your browser http://www.promomagazine.com/pro_awards/winners
For more in-depth coverage of the winners including interviews with the winning campaigns make sure to read the Dec./Jan. issue of Chief Marketer Magazine. The winning campaigns will have a featured article in the Source Book.
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Best Promotion of 2009
True Blood
Agency— Campfire, PHD, …And Company, Ignition, Deep Focus, Behavior, Cornerstone, OMA, Spacedog, Grand Central Marketing
Client— HBO
#1 Best Multidiscipline Campaign
WINNER
True Blood
Agency— Campfire, PHD, …And Company, Ignition, Deep Focus, Behavior, Cornerstone, OMA, Spacedog, Grand Central Marketing
Client— HBO
2nd Place
Oreo DSRL Campaign
Agency—Kraft Foods
Client—In-House
3rd Place
How Sweet the Sound
Agency— Momentum Worldwide
Client— Verizon Wireless
Honorable Mention
Yahoo! Start Wearing Purple
Agency— Yahoo!
Client— In-House
#2 Best Use of Event Marketing (Five or Less Venues)
WINNER
CNN Election Coverage
Agency— Civic Entertainment Group
Client— CNN
2nd Place
The Duracell Power Lodge
Agency— Gigunda Group, The Integer Group, Paine P.R., PEP
Client— Duracell
3rd Place
[yellow tail] Vinyl Bar
Agency— Jack Morton Worldwide
Client— Casella Wines
Honorable Mention
State Farm Call Your Shot
Agency— The Marketing Arm
Client— State Farm
#3 Best Use of Event Marketing (More Than Five Venues)
WINNER
Meow Mix Think Like a Cat Game Show
Agency—Grand Central Marketing, Inc.
Client—Del Monte Foods
2nd Place
Drive One 4 UR School
Agency— JWT - Team Detroit
Client— Ford Motor Company
3rd Place
Slime Across America
Agency— Oasis
Client— Nickelodeon
Honorable Mention
Disney Parks What Will You Celebrate? Tour
Agency—Disney Parks and Resorts
Client—In-House
#4 Best Vehicle-Based Experiential Campaign
WINNER
Morris' Million Cat Rescue
Agency— Smith Brothers Agency
Client— 9Lives
2nd Place
Slime Across America
Agency— Oasis
Client— Nickelodeon
3rd Place
U.S. Army Strenth in Action Tour
Agency— Momentum Worldwide
Client— U.S. Army
Honorable Mention
Entourage Air
Agency— Civic Entertainment Group
Client— HBO
#5. Best Sampling Program or Trial Recruitment
WINNER
Reader Revolution
Agency— the AIM agency
Client— Sony Electronics
2nd Place
[yellow tail] Vinyl Bar
Agency— Jack Morton Worldwide
Client— Casella Wines
3rd Place
The Charmin NYC Restroom Experience
Agency— Gigunda Group, Inc.
Client— Charmin
Honorable Mention
Look Fab Moments
Agency— Upshot
Client— P&G Canada
#6. Best Cause-Based Promotion
WINNER
Morris' Million Cat Rescue
Agency—Smith Brothers Agency
Client — 9Lives
2nd Place
Warriors in Pink...Powered by Ford
Agency— JWT Team Detroit
Client — Ford Motor Company
3rd Place
Drive One 4 UR School
Agency— JWT - Team Detroit
Client— Ford Motor Company
Honorable Mention
The Recovery Project
Agency— Civic Entertainment Group
Client— A&E Network
#7. Best Sponsorship or Tie-In Campaign
WINNER
AT&T Team USA Soundtrack
Agency—The Marketing Arm
Client—AT&T
2nd Place
Acuvue® Did You See That?
Agency—Momentum Worldwide
Client—Johnson and Johnson/Acuvue
3rd Place
State Farm Call Your Shot
Agency—The Marketing Arm
Client—State Farm
Honorable Mention
Old Spice Red Zone Player of the Year
Agency—Alloy Media + Marketing
Client—P&G
#8. Best Use of Public Relations in Promotion Campaign
WINNER
Doritos Crash the Super Bowl
Agency—The Marketing Arm
Client—Frito-Lay/Doritos
2nd Place
Milk-Bone Celebrates 700 Dog Years
Agency—Coyne Public Relations
Client—Del Monte Foods
3rd Place
Purex Saves Green
Agency—The Dial Corporation / A Henkel Company/Marina Maher Communications/Night Agency
Client—The Dial Corporation/A Henkel Company
Honorable Mention
The Gore-Tex Know What's Inside Tour
Agency—Marketing Werks
Client—W.L. Gore and Associates
#9. Best Use of Games, Contests, and Sweepstakes
WINNER
Fill The Plane
Agency—GMR Marketing
Client—Orbitz
2nd Place
Doritos Crash the Super Bowl
Agency—The Marketing Arm
Client—Frito-Lay/Doritos
3rd Place
Meow Mix Think Like a Cat Game Show
Agency—Grand Central Marketing, Inc.
Client—Del Monte Foods
Honorable Mention
The Dark Knight $10K Giveaway
Agency—Momentum Worldwide
Client—Domino's Pizza
#10. Most Innovative Communication Strategy
WINNER
True Blood
Agency- Campfire, PHD,…And Company, Ignition, Deep Focus, Behavior, Cornerstone, OMA, Spacedog, Grand Central Marketing
Client—HBO
2nd Place
Meow Mix Think Like a Cat Game Show
Agency—Grand Central Marketing, Inc.
Client—Del Monte Foods
3rd Place
Polar Bears on the Thames
Agency—Taylor Herring PR
Client—UKTV Eden
Honorable Mention
The Duracell Power Lodge
Agency—Gigunda Group, The Integer Group, Paine P.R., PEP
Client—Duracell
#11. Best Interactive/Wireless Promotion
WINNER
AT&T Team USA Soundtrack
Agency—The Marketing Arm
Client—AT&T
2nd Place
Doritos The Quest
Agency—The Marketing Arm
Client—Frito-Lay/Doritos
3rd Place
Interactive Aquarium
Agency—Arnold Worldwide
Client—Carnival
Honorable Mention
PEDIGREE® Million Dog Mosaic
Agency—Catapult Action-Biased Marketing
Client—Mars®Pet Care US
#12. Best Multicultural/Ethnic Campaign
WINNER
HUGGIES® and PULL-UPS® "El Tren de Vida de Mamá"
Agency—MASS Hispanic Marketing
Client—Kimberly-Clark
2nd Place
How Sweet the Sound
Agency— Momentum Worldwide
Client— Verizon Wireless
3rd Place
SCOTT® Dichomania!
Agency—MASS Hispanic Marketing
Client—Kimberly-Clark
Honorable Mention
AT&T Team USA Soundtrack
Agency-— The Marketing Arm
Client— AT&T
#13. Best Campaign Targeting a Micro Audience
WINNER
Meow Mix Think Like a Cat Game Show
Agency —Grand Central Marketing, Inc.
Client—Del Monte Foods
2nd Place
Doritos Unlock the Xbox
Agency—The Marketing Arm
Client—Frito-Lay/Doritos
3rd Place
International Truck Stop
Agency—Legacy Marketing Partners
Client—Navistar, Inc.
Honorable Mention
UR Votes Count
Agency—Grand Central Marketing, Inc.
Client—General Growth Properties, Inc.
#14. Best Campaign Generating Brand Awareness
WINNER
How Sweet the Sound
Agency— Momentum Worldwide
Client— Verizon Wireless
2nd Place
Drive One 4 UR School
Agency— JWT - Team Detroit
Client— Ford Motor Company
3rd Place
Meow Mix Think Like a Cat Game Show
Agency— Grand Central Marketing, Inc.
Client—Del Monte Foods
Honorable Mention
AT&T Team USA Soundtrack
Agency— The Marketing Arm
Client— Frito-Lay/Doritos
#15. Best Loyalty Program or Shopper Rewards Program
WINNER
Feed the Senses
Agency— Arc Worldwide
Client— Nestle Purina
2nd Place
Miller High Life Extras
Agency— Upshot
Client— MillerCoors
3rd Place
The Dark Knight $10K Giveaway
Agency— Momentum Worldwide
Client— Domino's Pizza
Honorable Mention
My Coke Rewards
Agency— The Marketing Store
Client— Coca-Cola
#16. Best Dealer, Sales Force or Business-to-Business Campaign
WINNER
Heroes Happen Here
Agency— OPTS Ideas
Client— Microsoft Corporation
2nd Place
Drive One 4 UR School
Agency— JWT - Team Detroit
Client— Ford Motor Company
3rd Place
CNN Grill
Agency— Civic Entertainment Group
Client— CNN
Honorable Mention
From Sweden With Lov Tour
Agency— Arnold Worldwide
Client— Volvo Cars of North America
#17. Best Use of P-O-P
WINNER
The USPS Innovation Center
Agency— Draftfcb
Client— U.S. Postal Service
2nd Place
'Kahlúas "Holiday Fit For Kings"
Agency— Marketing Drive
Client— Pernod Ricard, USA
3rd Place
Stir Up a Royal Adventure
Agency— The Zucconi IDEA Agency, Inc.
Client— Campbell Soup Company
#18. Best Use of Viral Marketing in a Promotion Campaign
WINNER
True Blood
Agency— Campfire, PHD,…And Company, Ignition, Deep Focus, Behavior, Cornerstone, OMA, Spacedog, Grand Central Marketing
Client— HBO
2nd Place
Card for Africa
Agency— Arc Worldwide
Client— Hallmark
3rd Place
PEDIGREE® Million Dog Mosaic
Agency— Catapult Action-Biased Marketing
Client— Mars®Pet Care US
Honorable Mention
Battle of the Bands & The Quest for the Crystal
Agency— ESPN
Client— Paramount
#19. Best Premium-Based Promotion
WINNER
American Express WishList
Agency— Digitas
Client— American Express
2nd Place
Merry Giving Black Friday Holiday Event
Agency— Momentum Worldwide
Client— General Growth Properties
3rd Palce
The Dark Knight $10K Giveaway
Agency-— Momentum Worldwide
Client— Domino's Pizza
Honorable Mention
Pebbles Big Taste Adventure Beneath Bedrock in 3-D
Agency-— Eastwest Marketing Group
Client— Post Foods
#20. Best Retail/Co-Marketing Campaign
WINNER
AC/DC Album Launch
Agency— Arnold Worldwide
Client— Walmart
2nd Place
GameStop Guitar Hero
Agency— The Marketing Arm
Client— GameStop
3rd Place
UR Votes Count
Agency— Grand Central Marketing, Inc.
Client— General Growth Properties, Inc.
Honorable Mention
Puffs Plus On-pack
Agency— Saatchi & Saatchi X
Client— Procter & Gamble
#21. Best Campaign on a Budget (under $250,000)
WINNER
31 Days of the Dragon
Agency— Ivy Worldwide
Client— HP
2nd Place
LU Café
Agency—Pierce Promotions
Client—Kraft LU Biscuits
3rd Place
CNN Community Outreach
Agency— Civic Entertainment Group
Client— CNN
Honorable Mention
The Stanley Works Experience
Agency— Gigunda Group, Inc.
Client— Stanley Works
#22. Best Idea or Concept
WINNER
True Blood
Agency—Campfire, PHD,…And Company, Ignition, Deep Focus, Behavior, Cornerstone, OMA, Spacedog, Grand Central Marketing
Client— HBO
2nd Place
CNN Grill
Agency— Civic Entertainment Group
Client— CNN
3rd Place
The Duracell Power Lodge
Agency—Gigunda Group, The Integer Group, Paine P.R., PEP
Client—Duracell
Honorable Mention
Yahoo! Purple Pedals
Agency— Yahoo!
Client—In-House
#23. Best Creative
WINNER
True Blood
Agency— Campfire, PHD,…And Company, Ignition, Deep Focus, Behavior, Cornerstone, OMA, Spacedog, Grand Central Marketing
Client—HBO
2nd Place
[yellow tail] Vinyl Bar
Agency-— Jack Morton Worldwide
Client— Casella Wines
3rd Place
AT&T Team USA Soundtrack
Agency— The Marketing Arm
Client— Frito-Lay/Doritos
Honorable Mention
How Sweet the Sound
Agency— Momentum Worldwide
Client— Verizon Wireless
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