MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

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Case Study

Walls, an ice-cream brand, leveraged the election in Indonesia to pit its ice-cream against one another and make light of an otherwise serious national debate.

Case Study

Barbadillo, a wine producer in Spain, launched a digital campaign that is highly effective in driving consumer engagement, activation, and conversion.

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Beefeater, a London-based brand of gin, provided experiences for people in Madrid of the four pillars of the campaign: food, culture, music and people.

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Buavita, a juice brand in Indonesia, used a mobile game to promote the health benefits of its juices with its target audience.

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Permata Bank, an Indonesian bank, encouraged millennials to create a savings account via a dance song promoted across popular channels.

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Fast-food restaurant brand KFC used a collaboration with popular Chinese game Onmyoji to increase restaurant traffic and sales among a young audience.

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Méliuz, a cashback platform in Brazil, engaged its users while they were shopping at its affiliate supermarkets by displaying the best offers via geo-targeted push notifications.

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Studio Canal, a film production and distribution company, was able to reach its UK target audience with a unique mini-game format that drove unprecedented engagements rates and clicks to point-of-sales sites.

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Health insurance company Aditya Birla Health Insurance moved away from traditional category communication by engaging Indian millennials in a cause for good.

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Retail chain Big Baazar drove traffic to its stores in India through an online-to-offline strategy that leveraged Google Search.

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L'Oréal, a cosmetics brand, used a dancing competition to connect to its target audience and promote its hair dye in China.

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Automaker Ford targeted a younger audience in Canada by launching its new mini SUV model through an engaging augmented reality experience.

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TUMS, an antacid brand, launched 'Chewy Bites' to millennials in the US via a cohesive digital and social campaign to emphasise the product's key message of fast, tasty relief.

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Dating app Tinder launched a global campaign to petition Unicode to add interracial couple emojis to the official consortium.

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Automaker BMW redeveloped its website as a global content hub to attract new audiences.

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Nestlé, a food and drink company, embarked on a full 360-degree campaign from traditional media to social media, digital, on-ground activation and PR to promote Dancow, a powdered milk, in Indonesia.

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Pepsi, a carbonated drinks brand, was able to engage its 15- to 24-year-old target audience in Vietnam with a mobile-friendly campaign.

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OLX, a global online marketplace, increased downloads of its app as a result of its varied and targeted digital ads in Indonesia.

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Soft drink brand Sprite advertised its new sugar-free product to Brazilian teens while helping them prepare for their college admission test.

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Beer brand Antarctica strengthened its connection with Brazil's Carnival participants through a bathroom-listing app.

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Chocolate bar brand Snickers refreshed its You're Not You When You're Hungry brand positioning through audio advertising on Spotify in the UK.

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Excedrin, a brand of headache and migraine pain relief, used real people, real stories and immersive 360° video technology to foster a deeper understanding of migraines by enabling non-suffering co-workers to walk in the shoes of a migraine sufferer.

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Maybelline, a cosmetics brand, leveraged fan economy to breaks its e-commerce sales record.

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Pepsodent, a brand of toothpaste, increased brand awareness in Indonesia by launching an app to help children brush their teeth more often, reaching them via mobile videos.

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Fast-food restaurant McDonald's improved customer experience for its loyalty app in Spain by personalising messages and identifying clusters of audience.