The 2012 Ex Awards

It’s been 10 years since EM launched the Ex Awards, and since then, our editors have been witness to a revolution. From the earliest street sampling campaigns and mobile tours of 2002 to today’s hybrid activations, crowdsourced engagements and sales-busting conferences and virtual events, we’ve watched the growth and evolution of an industry that has not only taken a rightful seat at the strategic table, it’s now sitting at the head of it.

In more organizations than ever before, event marketing leads the way—setting the integrated strategy, driving the creative and mapping it all back to the bottom line. And event marketers are no longer doing it alone. Your own customers and consumers, more than ever, are increasing that momentum through natural advocacy and social media engagement that’s as genuine and real as the face-to-face experiences they’re having as they go.

Indeed, it’s a different world than it was in 2002, and as we begin our next decade, we can’t wait to watch what happens next.

This issue marks our annual celebration and recognition of the industry’s best. The programs that push the creative boundaries while still remaining focused on measureable goals. The campaigns that bring the best of the web to the best of the real world—and back again—in one seamless loop. The campaigns that make our own editors sit up, lean in and say, “Damn, we’re going to have to add a new category for this thing.” It’s our honor each year to see what our brand-side panel of 20 industry experts choose as the Ex Award finalists and winners. And it’s our pleasure to bring it all to you in this special issue.

So sit back and enjoy our annual Ex Awards Special Report. But don’t sit still for too long. Next year’s race to the top has already begun. Click on each category name to read the Ex winner, Gold winner and Silver winner in that category.

The Grand Ex: Activision Call of Duty: XP

Best Production of an Event (B-to-B)
EX: Puma Riddim & Run
GOLD: Primerica National Convention
SILVER: Medco Health Solutions Drug Trend Symposium

Best Production of an Event (B-to-C)
EX: Activision Call of Duty: XP
GOLD: Coca-Cola Co. 125th Anniversary Concert
SILVER: Audi Motorsport Experience

Best Activation of a Cause Sponsorship/Tie-in
EX: Nickelodeon World Wide Day of Play
GOLD: Jamie Oliver Food Foundation Food Revolution
SILVER: Red Bull Mississippi Grind

Best Mall Event Program
EX: General Motors Cadillac Culinary Tour
GOLD: Coca-Cola Co. Share a Coke
SILVER: Ford Free the Focus

Best Multicultural Event Campaign
EX: Coca-Cola Co. Sprite Step Off
GOLD: State Farm Juega Hoy
SILVER: Chrysler Dodge Never Neutral Latin Music Tour

Best P.R. Stunt
EX: Merck Claritin Sky Typing Stunt
GOLD: Express Model for a Minute
SILVER: EMC Record Breaking Performance

Best Integrated Trade Show Campaign
EX: Accuray ASTRO 2011
GOLD: Hospira ASHP
SILVER: Nokia CTIA  2011

Best Vehicle Design
EX: Sungevity Rolling Rooftop Revolution
GOLD: Symantec Norton Operation Shield America
SILVER: General Motors OnStar Mobile Command Center

Best Trade Show Exhibit or B-to-B Environment
EX: GE Healthcare RSNA
GOLD: Software AG CeBIT
SILVER: Bombardier NBAA

Best Consumer Environment/Exhibit
EX: Electrolux The Cube
GOLD: Symantec Norton Cyber-Crime Index
SILVER: NBCUniversal NBC News Education Nation

Best Proprietary Property (Consumer)
EX: Activision Call of Duty: XP
GOLD: Virgin Mobile FreeFest
SILVER: Pernod Ricard Malibu Station Invasion

Best Buzz Marketing/Influencer Program
EX: Coca-Cola Co. American Music Awards MyParty
GOLD: Unilever Say "I Do" to Slim-Fast
SILVER: A&E Networks Shipping Wars Launch

Best 100% Virtual Event/Expo
EX: VMware Cloud Infrastructure Partner Launch
GOLD: Hewlett-Packard Global Career Development Connection
SILVER: AT&T Virtual Device Showroom

Best Mobile Marketing Program
EX: Symantec Norton Operation Shield America
GOLD: Gap Pico De Gap
SILVER: Allianz Team Allianz Live

Best Activation of a Sports Sponsorship
EX: BMW Drive for Team USA
GOLD: American Express US Open
SILVER: Anheuser-Busch Michelob Ultra Foursome

Best Activation of an Entertainment Sponsorship
EX: Pepsi The X Factor
GOLD: Virgin Mobile Lady Gaga Monster Ball Tour
SILVER: Schick Dare to be Spontaneous with Katy Perry

Best Pop-Up Store
EX: FIAT Gallery at 18 Wooster
GOLD: PayPal Shopping Showcase
SILVER: Microsoft Xbox 360 Central

Best Retail/In-Store Event Program
EX: E.&J. Gallo Winery Barefoot Sole Patrol
GOLD: Harley-Davidson Boot Camps
SILVER: Google Wallet Tapping Spree

Best Press/Media Event
EX: The North Face Beyond the Summit Press Event
GOLD: Volkswagen Spritsparathon
SILVER: Carnival Cruise Lines Magic Launch Event

Best Event-Related Web Site or Portal
EX: Ford Focus Rally
GOLD: General Motors Cadillac Event Portal
SILVER: Red Bull King of the Rock

Best Use of Technology
EX: New Balance Urban Dash
GOLD: American Express US Open
SILVER: Kyocera Echo Temple

Best Use of Social Media
EX: Diageo Nightlife Exchange Project
GOLD: Pepsi MAX @ SXSW
SILVER: Hitachi Tight Space

Best Live+Digital Program (B-to-B)
EX: Cisco GSX
GOLD: Boeing 747-8 Intercontinental Premiere
SILVER: Staples Sales Meeting/Virtual Event

Best Live+Digital Program (B-to-C)
EX: Diageo Nightlife Exchange Project
GOLD: Kimberly-Clark Softness Worth Sharing 2.0
SILVER: Microsoft Windows Phone Night Market

Best Single Venue/Market Event (Consumer)
EX: Activision Call of Duty: XP
GOLD: Mini Pavilion 21
SILVER: adidas Run with D. Rose

Best Single-Venue Event (B-to-B)
EX: Audi National Dealer Meeting
GOLD: Salesforce.com Dreamforce
SILVER: Adobe MAX

Best Multi-Venue/Market B-to-B Event/Meeting
EX: Avon Believe World Tour
GOLD: Nikon Wedding Rewind
SILVER: Volkswagen up! town

Best Multi-Venue Event (Consumer)
EX: Nike The Chosen
GOLD: Nestlé Perfect Cup
SILVER: Microsoft Picture Perfect Holiday