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MOBI 2010 Best Mobile App for Branded Content: Toy Story 3 / Disney (in: Apps)
Aug 24, 2010

“Toy Story 3” is the first Disney app to feature a collectability component where users are rewarded for exploring, playing and purchasing new apps with collectable, Toy Story-themed, virtual Pins. The app also features cross over with the Mac version of Toy Story 3: The Video Game in which players can use the “Toy Story 3” app on their iPhone or iPod touch to control their gaming experience. Disney also plans to update the app with new features throughout 2010 and beyond.

MOBI 2010 Best Mobile App Platform Finalist: Handmark (in: Mobile)
Aug 24, 2010

Handmark has launched mobile applications for nearly a hundred leading brands around the world including The Wall Street Journal, Thompson Reuters, Forbes, New York Daily News, London Evening Standard, Newsweek, CBS News, and many others leveraging its innovative Mobile Publishing Platform technology. As a result, Handmark partners have consistently reported 10-20X the number of page views versus traditional mobile websites and significantly higher brand engagement with more than 1% of users actively sharing articles via their mobile phone.

MOBI 2010 Best Mobile Direct Response Campaign Finalist: U.S. Navy (in: Mobile)
Aug 24, 2010

The U.S. Navy's mobile campaign was a perfect fit for its target audience of 18- to 24-year-old men. It was a National Campaign that integrated SMS Sponsored Alerts, WAP Banner Ads, and Interactive Voice Response (IVR) to generate qualified leads.The WAP Banner Ad campaign used Ad Networks like Jumptap and Quattro, Mobile Directory Go2, Social Network Brightkite, standalone publishers like The Weather Channel, gaming network Greystripe and Boost on-deck inventory to direct prospects to Navy’s WAP site (m.navy.com) to click to call. Over the ten month flight the mobile campaign accounted for over 60% of the total National call volume to the Navy Call Center. This was the first time mobile out produced all other sources to the National Call Center. This was a major feat considering Navy’s mobile budget was over twenty times less than the traditional media budget (TV, Radio, and Print), which incorporated traditional 800 numbers.

MOBI 2010 Best Mobile App Platform Finalist: Xtify (in: Mobile)
Aug 24, 2010

The objective of Xtify’s mobile application platform is to provide mobile application developers and publishers with the tools they need to deliver the right editorial and promotional content, to the right users, in the right place, at the right time – to expand the applications relevance “beyond the app.” Most recently DailyCandy, a prominent Comcast-owned publisher of female-focused content, has launched an Xtify-enabled application and associated editorial campaign called “DailyCandy Stylish Alerts.” The campaign includes pushing targeted editorial recommendations to application users who are near featured locations. For example, someone walking around the SoHo area of New York during the afternoon will receive a notification about a local designer’s sample sale. The user response (and response rate) has been groundbreaking and DailyCandy is both extremely pleased and has received great press because of the campaign.

MOBI 2010 Best Mobile App Platform Finalist: Limelight Networks (in: Mobile)
Aug 24, 2010

Limelight REACH helps content publishers extend the reach of video content to the growing universe of mobile devices. As anytime-anywhere video consumption surges, it isn’t easy to deliver content that works across an ever-expanding array of devices. Limelight REACH includes an intelligence layer that optimizes media delivery for today’s latest mobile gear and connected devices, including Apple’s iPad, iPhones, Android and other smart phones. Combining video adaptation, device detection, and optimized delivery, Limelight REACH frees you from the technical details of reaching your audience. Using a single Universal URL, Limelight Reach streamlines publishing for instant user access from any browser and any application.

MOBI 2010 Best Mobile Promotion for a Product Launch Finalist: Initiative for Kia Soul (in: Mobile)
Aug 24, 2010

Audience research revealed portable devices to be central to the lives of our target influencer segments, therefore mobile extensions taking advantage of their unique communication and sharing features were critical activation initiatives for the influencer marketing strategy. Sample programs included:
* Exclusive mobile webisodes of “Moochie the Hamster” distributed across mobile video providers, ad networks, and featured as the first advertiser on Zune Video Podcast Marketplace
* Mobile in-ad games featuring secondary campaign character’s “The SOUL Sheep”
* Mobile application and web sponsorship featuring the music from the multi-audio TV spots within Pandora Mobile and the iMeem app on both Google droid and iPhone
* SMS sweepstakes offering a chance to win a new SOUL via X-Box in-game promotions

MOBI 2010 Best Mobile Direct Response Campaign Finalist: ChaCha for Tampax (in: Mobile)
Aug 24, 2010

MOBI 2010 Best Mobile/Cross-Media Campaign Finalist: Corvario for Intel (in: Mobile)
Aug 24, 2010

Intel’s use of mobile and search marketing exemplifies integration of mobile techniques across online and offline platforms for global campaigns. Mobile advertising plays an integral role in the Intel media mix and marketing strategy, supported by 6% of the total search budget. The campaign targeted high-ended mobile devices, and sought to define the role of mobile media in emerging and mature markets; particularly in-banner advertising opportunities both in application and browser environments. Intel utilized behavioral targeting capabilities and leveraged a variety of ad formats, such as standard and expandable units, Pandora internet radio custom units and display ads. The behavioral targeting and in-browser ads generate a cost per click (CPC) 40% lower than other search channels, and an ROI three times higher.