Pepsi and Motive Win Grand Ex

The editors of Event Marketer magazine announced the winners of this year’s Ex Awards, the world’s largest recognition programs for event marketing professionals.  The big winner? Pepsi-Cola Co. and Denver-based Motive grabbed the Grand Ex Award for the online-to-offline hybrid DEWmocracy 2 program.

“The DEWmocracy program will go down in history as helping to usher in a new era of experiential marketing,” says Event Marketer magazine founder Kerry Smith. “The judges couldn’t rave enough about the integration of the program and the fine balance between digital and live that proved a powerful combination.

This year’s Ex Award drew a record-breaking 700 entries from around the world. The full winners:

Best Mobile Marketing Program

Ex Winner

Campaign: ActivClassroom

Client: Promethean

Agency: Infinity Marketing Team

Gold Winner

Campaign: Command Center Alpha

Client: United States Air Force

Agency: GSD&M Idea City

Silver Winner

Campaign: Life Track

Client: Lowe’s

Agency: emg3

Best Activation of a Sports Sponsorship

Ex Winner

Campaign: 2010 Winter Olympics

Client: Coca-Cola Co.

Agency: ignition

Gold Winner

Campaign: Support Your Marathoner

Client: ASICS

Agency: Vitro

Silver Winner

Campaign: Delta Dugout

Client: Delta Air Lines

Agency: MKG

Best Activation of an Entertainment Sponsorship

Ex Winner

Campaign: Black Eyed Peas E.N.D. World Tour

Client: Research In Motion

Agency: NCompass International

Gold Winner

Campaign: Wheat Thins Crunch Den

Client: Kraft

Agency: Momentum Worldwide

Silver Winner

Campaign: Drake Concert Tour

Client: AT&T

Agency: Team Epic

Best Activation of a Cause Sponsorship/Tie-in

Ex Winner

Campaign: Drive One 4 UR School

Client: Ford

Agency: Team Detroit

Gold Winner

Campaign: Letters for Lyrics

Client: Chrysler

Agency: George P. Johnson

Silver Winner

Campaign: Get Schooled

Client: Get Schooled Foundation

Agency: Oasis Productions

Best Mall Event Program

Ex Winner

Campaign: Cadillac Culinary Challenge

Client: General Motors

Agencies: R*Works, Intersport

Gold Winner

Campaign: Cooking with Philly Tour

Client: Kraft

Agency: OgilvyAction

Silver Winner

Campaign: umi Launch

Client: Cisco

Agency: The Marketing Arm

Best Multicultural Event Campaign

Ex Winner

Campaign: Next Best Move

Client: Burger King

Agency: Legacy Marketing Partners

Gold Winner

Campaign: Budweiser Futbol Kings

Client: Anheuser-Busch InBev

Agency: Cardenas Marketing Network

Silver Winner

Campaign: Axe Hispanic Festivals

Client: Unilever

Agency: Integrated Marketing Services

Best Nightlife Marketing Campaign

Ex Winner

Campaign: Smirnoff Nightlife Exchange Project Canada

Client: Diageo

Agency: Mosaic Experiential Marketing

Gold Winner

Campaign: Band of Buds

Client: Anheuser-Busch InBev

Agency: Momentum Worldwide

Silver Winner

Campaign: Hide A Case

Client: Beam Global

Agency: Launch!

Best Pop-Up Store

Ex Winner

Campaign: Pop-Tarts World

Client: Kellogg’s

Agency: Gigunda Group

Gold Winner

Campaign: Stay Extraordinary Pop-Up

Client: Coca-Cola Co.

Agency: MKG

Silver Winner

Campaign: Shear Genius Salon

Client: Bravo

Agency: Precision Event Group

Best Retail/In-Store Event Program

Ex Winner

Campaign: Kleenex Brand Sharing Station

Client: Kimberly-Clark

Agency: OgilvyAction

Gold Winner

Campaign: Chamilia Event Tour

Client: Chamilia

Agency: CPC Intersect

Silver Winner

Campaign: illy issimo

Client: Coca-Cola Co.

Agency: Escalate

Best Press/Media Event

Ex Winner

Campaign: Kinect for Xbox 360 World Premiere

Client: Microsoft

Agency: In-house

Gold Winner

Campaign: Wizarding World of Harry Potter Unveil

Client: Universal Studios Orlando

Agency: In-house, Thinkwell

Silver Winner

Campaign: Samsung Unpacked

Client: Samsung

Agency: Barkley Kalpak Associates

Best Single Venue/Market Event (Consumer)

Ex Winner

Campaign: Lindeman’s Open Garden

Client: Foster’s Group

Agency: Traffik

Gold Winner

Campaign: Stella Artois Draught Master

Client: Anheuser-Busch InBev

Agency: Mosaic Experiential Marketing

Silver Winner

Campaign: Oprah’s Ultimate Australian Adventure

Client: Tourism Australia

Agency: AgencyEA

Best Single-Venue/Market B-to-B Event/Meeting

Ex Winner

Campaign: International Dealership Cayenne Launch

Client: Porsche

Agency: Vok Dams Gruppe

Gold Winner

Campaign: Cisco Live

Client: Cisco

Agency: In-house

Silver Winner

Campaign: HMI Team Cup

Client: ERGO

Agency: Hagen Invent

Best Multi-Venue Event (Consumer)

Ex Winner

Campaign: Naughty Volvo Tour

Client: Volvo

Agency: Arnold Worldwide

Gold Winner

Campaign: Fiesta Lounge

Client: Ford

Agency: RMD Group

Silver Winner

Campaign: Jeep Rocks and Road

Client: Chrysler

Agency: George P. Johnson

Best Multi-Venue Event (B-to-B)

Ex Winner

Campaign: Sapphire Now

Client: SAP

Agency: In-house

Gold Winner

Campaign: Day One

Client: MetLife

Agency: TBA Global

Silver Winner

Campaign: High-Speed Rail Tour

Client: Siemens

Agency: OgilvyAction

Best Event-Related Web Site

Ex Winner

Campaign: Band of Buds

Client: Anheuser-Busch InBev

Agency: Momentum Worldwide

Gold Winner

Campaign: o2 Crew

Client: Telefonica

Agency: Phocus Brand Contact

Silver Winner

Campaign: The Belief Project

Client: U.S. Cellular

Agency: AMP Agency

Best Use of Technology

Ex Winner

Campaign: Smirnoff Nightlife Exchange Project U.K.

Client: Diageo

Agency: AKQA

Technology Via: Fish Technologies

Gold Winner

Campaign: Black Eyed Peas E.N.D. World Tour

Client: Research In Motion

Agency: NCompass International

Technology Via: In-house

Silver Winner

Campaign: umi Launch

Client: Cisco

Agency: The Marketing Arm

Technology Via: In-house

Best Use of Social Media

Ex Winner

Campaign: Expedition 206

Client: Coca-Cola Co.

Agency: ignition

Gold Winner

Campaign: Fiesta Movement Chapter 2

Client: Ford

Agencies: Team Detroit, Action Marketing Group, Undercurrent

Silver Winner

Campaign: Foursquare Hunt

Client: Mattel

Agency: Attention

Best Live+Digital Program (B-to-B)

Ex Winner

Campaign: Sapphire Now

Client: SAP

Agency: In-house

Gold Winner

Campaign: GSX

Client: Cisco

Agencies: George P. Johnson

Silver Winner

Campaign: Oncology Virtual Booth

Client: Pfizer

Agency: Impact Unlimited

Best Live+Digital Program (Consumer)

Ex Winner

Campaign: DEWmocracy

Client: Pepsi-Cola Co.

Agency: Motive

Gold Winner

Campaign: Unstaged

Client: American Express

Agency: Momentum Worldwide

Silver Winner

Campaign: Ask America

Client: Yahoo!

Agency: Legacy Marketing Partners

Best Proprietary Property (Consumer)

Ex Winner

Campaign: Unstaged

Client: American Express

Agency: Momentum Worldwide

Gold Winner

Campaign: Axe One Night Only

Client: Unilever

Agency: Walton Isaacson

Silver Winner

Campaign: Next Best Move

Client: Burger King

Agency: Legacy Marketing Partners

Best P.R. Stunt

Ex Winner

Campaign: BargeSpin

Client: Red Bull

Agency: H5 Events

Gold Winner

Campaign: Kinect for Xbox 360 Dance Party

Client: Microsoft

Agency: Mother Industries

Silver Winner

Campaign: CR-z3dNYC

Client: Honda

Agency: RPA

Best Buzz Marketing/Influencer Program

Ex Winner

Campaign: Digital Brand Ambassador Program

Client: Dell

Agency: Mosaic Experiential Marketing

Gold Winner

Campaign: Coke Zero College Agent

Client: Coca-Cola Co.

Agency: CPC Intersect

Silver Winner

Campaign: Beer Sessions

Client: MillerCoors

Agency: RALLY Marketing Group

Best Integrated Trade Show Campaign

Ex Winner

Campaign: Imaging 2.0

Client: Philips Healthcare

Agency: Czarnowski

Gold Winner

Campaign: The Art of Science and Balance

Client: Procter & Gamble Pet Care

Agency: Global Experience Specialists

Silver Winner

Campaign: Episode of Care

Client: Toshiba America Medical Systems

Agency: In-house

Best Vehicle Design (Less Than 18 Wheels)

Ex Winner

Campaign: Future Lab Road Show

Client: BMW

Agency/Builder: Metzler:Vater

Gold Winner

Campaign: gridSMART Tour

Client: AEP – Ohio

Agency: Event Marketing Strategies

Builder: Roto Studios, Farber Specialty Vehicles

Silver Winner

Campaign: College GameDay Tour

Client: ESPN

Agency: rEvolution

Builder: CGS Premier

Best Vehicle Design (18 Wheels)

Ex Winner

Campaign: National Scouting Museum

Client: Boy Scouts of America

Agency: Pierce

Builder: Craftsmen Industries

Gold Winner

Campaign: OnStar Mobile Command Center

Client: General Motors

Agency: MVP Collaborative

Builder: Aspen Marketing Services

Silver Winner

Campaign: Sensobus

Client: Puratos

Agency: In-house

Builder: Craftsmen Industries

Best Trade Show Exhibit or B-to-B Environment

Ex Winner

Campaign: L.A. Auto Show

Client: Audi

Design/Build: Czarnowski

Gold Winner

Campaign: Space for Earth Pavilion

Client: German Aerospace Industries Association

Agency: Facts+Fiction

Design/Build: Designatics, Klartext Grafik Messe Event

Silver Winner

Campaign: Consumer Electronics Show

Client: Motorola

Design/Build: George P. Johnson

Best Consumer Environment/Exhibit

Ex Winner

Campaign: A1 Road Show

Client: Audi

Agency/Designer: Schmidhuber+Partner, Mutabor

Builder: Metron

Gold Winner

Campaign: Bracket Town

Client: LG

Agency/Designer/Builder: Sparks

Silver Winner

Campaign: Motel No Tell

Client: Nike

Agency: Becore Promotions

Designer/Builder: Antonio Ballatore, Millworks by Design

Best Brand Pavilion

Ex Winner

Campaign: Happiness House

Client: Coca-Cola Co.

Agency: ignition

Gold Winner

Campaign: German Pavilion at EXPO 2010

Client: German Federal Ministry

Agency: Koelnmesse International

Designers/Builders: Milla & Partner, Stuttgart, Schmidhuber+Partner, Munich, Nüssli, Roth

Silver Winner

Campaign: 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

Ex Winner

Campaign: Virtual Event Center

Client: IBM

Agency: George P. Johnson

Gold Winner

Campaign: Holiday Demo Days

Client: HP

Agency: 6Connex

Silver Winner

Campaign: Virtual Annual Meeting

Client: ASAE: The Center for Association Leadership

Agency: Viva Creative

Best Production of an Event (Consumer)

Ex Winner

Campaign: Call Of Duty: Black Ops Global Launch

Client: Activision

Agency: NCompass International

Gold Winner

Campaign: Axe Boat!

Client: Unilever

Agency: Global Events

Silver Winner

Campaign: Coors Light Mystery Mansion

Client: Molson Coors

Agency: In-house

Best Production of an Event (B-to-B )

Ex Winner

Campaign: Kinect for Xbox 360 World Premiere

Client: Microsoft

Agency: In-house

Gold Winner

Campaign: International Dealership Cayenne Launch

Client: Porsche

Agency: Vok Dams Gruppe

Silver Winner

Campaign: High-Speed Rail Tour

Client: Siemens

Agency: OgilvyAction

 

Grand Ex

Campaign: DEWmocracy

Client: Pepsi-Cola Co.