Awards: Best activation of a sports sponsorship

The U.S. Air Force has to get creative to meet its annual recruitment goal of 31,000 new airmen aged 17 to 27 who are mechanically and technically inclined. Therefore, in 2009 it launched the Switching Seats program to leverage its sponsorship with NASCAR and to reach “Tech Tinkerers” who have a natural affinity for power, […]

LaSalle takes “owning the event” to the extreme each fall—even though it actually does own this property—when it takes over the Windy City for one of the fastest races in the nation. The Chicago Marathon has become a tradition in Chi-town, and LaSalle’s continued activation engages the city and links the bank with the neighborhoods […]

To activate its Los Angeles Dodgers sponsorship and connect with L.A.’s Hispanic community, Coca-Cola Co. put together an experiential program that tied into the emotion of the team, the city and the many retailers surrounding the market. Events were created and executed at Dodger Stadium and retail stores. Dodger Pavilion nights targeting Latino families featured […]

Cheil’s entry from Korea took the Ex Awards global (we were thrilled). During the 2002 Busan Asian Soccer Games, Samsung’s Anycall cellular arm leveraged its sponsorship with events in four Korean cities: Seoul, Daegu, Daejon, and Busan. The events recreated Anycall TV spots on the street with engaging activities and audience involvement in street casting. […]

Hallmark began planning its Olympic activation program a year in advance, building an integrated and creatively leveraged program that delivered both a major marketing platform for a new fresh flower line as well as valuable retail assets. The campaign began before the torch was lit with a title sponsorship of a series of figure skating […]