The 2012 Ex Awards

The editors of Event Marketer magazine announced the winners of the 2012 Ex Awards, the world’s largest recognition program for event marketing professionals. The big winner: Activision and Los Angeles-based NCompass International grabbed the historic 10th Anniversary Grand Ex Award for the Call of Duty: XP program, which brought the Modern Warfare 3 to life across 16 acres and literally helped drive $1 billion in retail sales.

“So many marketers are focused on pushing live experiences online. But Activision and NCompass International did just the opposite by taking a digital brand and bringing it to life on the ground,” says Event Marketer magazine founder Kerry Smith. “The judges couldn’t rave enough about the combination of event trends leveraged, the full reach on-site and online and the powerful sales impact.” Check the video: http://youtu.be/k-tY5A_LDn0

 

This year’s Ex Award drew a record-breaking 800 entries from around the world. The full winners:

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

EX WINNER

Client: Puma

Campaign: Riddim & Run

Agency: The Visionary Group

GOLD WINNER

Client: Primerica

Campaign: National Convention

Agency: Switch: Liberate Your Brand

SILVER WINNER

Client: Medco Health Solutions

Campaign: Drug Trend Symposium

Agency: Barkley Kalpak Associates

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

EX WINNER

Client: Activision

Campaign: Call of Duty: XP

Agency: NCompass International

GOLD WINNER

Client: Coca-Cola Co.

Campaign: 125th Anniversary Concert

Agency: ignition

SILVER WINNER

Client: Audi

Campaign: Motorsport Experience

Agency: ASC Experiential Marketing

Best Activation of a Cause Sponsorship/Tie-in

EX WINNER

Client: Nickelodeon

Campaign: World Wide Day of Play

Agency: Oasis

GOLD WINNER

Client: Jamie Oliver Food Foundation

Campaign: Food Revolution

Agency: emg3

SILVER WINNER

Client: Red Bull

Campaign: Mississippi Grind

Agency: In-house

Best Mall Event Program

EX WINNER

Client: General Motors

Campaign: Cadillac Culinary Tour

Agency: Jack Morton Worldwide

GOLD WINNER

Client: Coca-Cola Co.

Campaign: Share a Coke

Agency: Urban

SILVER WINNER

Client: Ford

Campaign: Free the Focus

Agency: RMD Group

Best Multicultural Event Campaign

EX WINNER

Client: Coca-Cola Co.

Campaign: Sprite Step Off

Agency: ignition

GOLD WINNER

Client: State Farm

Campaign: Juega Hoy

Agency: The Marketing Arm

SILVER WINNER

Client: Chrysler

Campaign: Dodge Never Neutral Latin Music Tour

Agency: EEI Global

Best P.R. Stunt

EX WINNER

Client: Merck

Campaign: Claritin Sky Typing Stunt

Agency: Gearwerx

GOLD WINNER

Client: Express

Campaign: Model for a Minute

Agency: MKG

SILVER WINNER

Client: EMC

Campaign: Record Breaking Performance

Agency: InVision Communications

Best Integrated Trade Show Campaign

EX WINNER

Client: Accuray

Campaign: ASTRO 2011

Agency: 3D Exhibits

GOLD WINNER

Client: Hospira

Campaign: ASHP

Agency: Czarnowski

SILVER WINNER

Client: Nokia

Campaign: CTIA  2011

Agency: Smartfusion

Best Vehicle Design

EX WINNER

Client: Sungevity

Campaign: Rolling Rooftop Revolution

Agency: Manifold

Builder: Rob Ida Concepts

GOLD WINNER

Client: Symantec

Campaign: Norton Operation Shield America

Agency: IMG Live

Builder: Spevco

SILVER WINNER

Client: General Motors

Campaign: OnStar Mobile Command Center

Agency: Aspen Marketing

Builder: EEI Global

Best Trade Show Exhibit or B-to-B Environment

EX WINNER

Client: GE Healthcare

Campaign: RSNA

Designer: McMillan Group

Builder: Elite Exhibits

GOLD WINNER

Client: Software AG

Campaign: CeBIT

Designers: Schmidhuber+Partner

Builders: Messebau Tünnissen

SILVER WINNER

Client: Bombardier

Campaign: NBAA

Designer/Builder: The Taylor Group

Best Consumer Environment/Exhibit

EX WINNER

Client: Electrolux

Campaign: The Cube

Agency: Nussli

GOLD WINNER

Client: Symantec

Campaign: Norton Cyber-Crime Index

Agency: Agent X

SILVER WINNER

Client: NBCUniversal

Campaign: NBC News Education Nation

Agency: Civic Entertainment Group

Best Proprietary Property (Consumer)

EX WINNER

Client: Activision

Campaign: Call of Duty: XP

Agency: NCompass International

GOLD WINNER

Client: Virgin Mobile

Campaign: FreeFest

Agency: Mother Industries

SILVER WINNER

Client: Pernod Ricard

Campaign: Malibu Station Invasion

Agency: Legacy Marketing Partners

Best Buzz Marketing/Influencer Program

EX WINNER

Client: Coca-Cola Co.

Campaign: American Music Awards MyParty

Agency: CPC Intersect

GOLD WINNER

Client: Unilever

Campaign: Say "I Do" to Slim-Fast

Agency: Ogilvy Public Relations

SILVER WINNER

Client: A&E Networks

Campaign: Shipping Wars Launch

Agency: Awestruck Marketing Group

Best 100% Virtual Event/Expo

EX WINNER

Client: VMware

Campaign: Cloud Infrastructure Partner Launch

Partner: Altus 365

GOLD WINNER

Client: Hewlett-Packard

Campaign: Global Career Development Connection

Partner: 6Connex

SILVER WINNER

Client: AT&T

Campaign: Virtual Device Showroom

Partner: USMotivation

Best Mobile Marketing Program

EX WINNER

Client: Symantec

Campaign: Norton Operation Shield America

Agency: IMG Live

GOLD WINNER

Client: Gap

Campaign: Pico De Gap

Agency: A Squared Group

SILVER WINNER

Client: Allianz

Campaign: Team Allianz Live

Agency: The Circle Agency

Best Activation of a Sports Sponsorship

EX WINNER

Client: BMW

Campaign: Drive for Team USA

Agency: Octagon

GOLD WINNER

Client: American Express

Campaign: US Open

Agency: Momentum Worldwide

SILVER WINNER

Client: Anheuser-Busch

Campaign: Michelob Ultra Foursome

Agency: GROUP360 Worldwide

Best Activation of an Entertainment Sponsorship

EX WINNER

Client: Pepsi

Campaign: The X Factor

Agency: PGW Experience

GOLD WINNER

Client: Virgin Mobile

Campaign: Lady Gaga Monster Ball Tour

Agency: Mother Industries

SILVER WINNER

Client: Schick

Campaign: Dare to be Spontaneous with Katy Perry

Agency: Amplitude Marketing Group

Best Pop-Up Store

EX WINNER

Client: FIAT

Campaign: Gallery at 18 Wooster

Agency: George P. Johnson

GOLD WINNER

Client: PayPal

Campaign: Shopping Showcase

Agency: PBJS

SILVER WINNER

Client: Microsoft

Campaign: Xbox 360 Central

Agency: Mosaic Experiential Marketing

Best Retail/In-Store Event Program

EX WINNER

Client: E.&J. Gallo Winery

Campaign: Barefoot Sole Patrol

Agency: OgilvyAction

GOLD WINNER

Client: Harley-Davidson

Campaign: Harley-Davidson Boot Camps

Agency: Mirrorball

SILVER WINNER

Client: Google

Campaign: Google Wallet Tapping Spree

Agency: R/GA

Best Press/Media Event

EX WINNER

Client: The North Face

Campaign: Beyond the Summit Press Event

Agency: Henry V

GOLD WINNER

Client: Volkswagen

Campaign: Spritsparathon

Agency: Vok Dams

SILVER WINNER

Client: Carnival Cruise Lines

Campaign: Magic Launch Event

Agency: Arnold Worldwide

Best Event-Related Web Site or Portal

EX WINNER

Client: Ford

Campaign: Focus Rally

Agency: Team Detroit

Technology Partner: Undercurrent

GOLD WINNER

Client: General Motors

Campaign: Cadillac Event Portal

Agency: Jack Morton

Technology Partner: eShots

SILVER WINNER

Client: Red Bull

Campaign: King of the Rock

Agency: In-house

Technology Partner: 530 medialab

Best Use of Technology

EX WINNER

Client: New Balance

Campaign: Urban Dash

Agency: OgilvyAction

Technology Partner: Monterosa

GOLD WINNER

Client: American Express

Campaign: US Open

Agency: Momentum Worldwide

Technology Partners: Digitas, We Like Small

SILVER WINNER

Client: Kyocera

Campaign: Echo Temple

Agency: Mother Industries

Technology Partner: Moving Picture Company

Best Use of Social Media

EX WINNER

Client: Diageo

Campaign: Nightlife Exchange Project

Agency: JWT

GOLD WINNER

Client: Pepsi

Campaign: Pepsi MAX @ SXSW

Agency: Track Marketing Group

SILVER WINNER

Client: Hitachi

Campaign: Tight Space

Agency: Flavor Group

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

EX WINNER

Client: Cisco

Campaign: GSX

Agency: George P. Johnson

GOLD WINNER

Client: Boeing

Campaign: 747-8 Intercontinental Premiere

Agency: agencyEA

SILVER WINNER

Client: Staples

Campaign: Sales Meeting/Virtual Event

Agency: Cramer

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

EX WINNER

Client: Diageo

Campaign: Nightlife Exchange Project

Agency: JWT

GOLD WINNER

Client: Kimberly-Clark

Campaign: Softness Worth Sharing 2.0

Agency: OgilvyAction

SILVER WINNER

Client: Microsoft

Campaign: Windows Phone Night Market

Agency: Mosaic Experiential Marketing

Best Single Venue/Market Event (Consumer)

EX WINNER

Client: Activision

Campaign: Call of Duty: XP

Agency: NCompass International

GOLD WINNER

Client: Mini

Campaign: Pavilion 21

Agency: Metzler:Vater

SILVER WINNER

Client: adidas

Campaign: Run with D. Rose

Agency: Action Marketing Group

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

EX WINNER

Client: Avon

Campaign: Believe World Tour

Agency: In-house

GOLD WINNER

Client: Nikon

Campaign: Wedding Rewind

Agency: Jung von Matt

SILVER WINNER

Client: Volkswagen

Campaign: up! town

Agency: Zibert + Friends

Best Multi-Venue Event (Consumer)

EX WINNER

Client: Nike

Campaign: The Chosen

Agency: BeCore

GOLD WINNER

Client: Nestlé

Campaign: Perfect Cup

Agency: Alcone

SILVER WINNER

Client: Microsoft

Campaign: Picture Perfect Holiday

Agency: 206

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

EX WINNER

Client: Audi

Campaign: National Dealer Meeting

Agency: MVP Collaborative

GOLD WINNER

Client: Salesforce.com

Campaign: Dreamforce

Agency: George P. Johnson

SILVER WINNER

Client: Adobe

Campaign: Adobe MAX

Agency: The Kenwood Group