The Digital Marketing Forum 2012 Best of British Highlights and key trends from the 2011 BIMA AwardsJustin CookeChairBritish Interactive Media Association
Who is BIMA? Founded in 1985 - world’s oldest new media association − Support and promote the British digital industry − Share knowledge and best practice − Reward great work and encourage the next generation Over 200 members with combined revenues of £3 billion, representing hundreds of thousands of people Members of the Advertising Association – giving digital a seat the top table ConnectedUK, Digital Hall of Fame, National Standards and of course the BIMA Awards…
The BIMA Awards… World’s oldest interactive awards ceremony 35 categories, 50 judges made up of the leaders in digital, 1,200 people at Fabric for THE digital party of the year 8 media partners delivering a reach of 500,000 UK digital professionals Winner’s lunch attended by media and press and massive social media amplification - 2 million views on twitter What follows are 7 of the best…
BIMA GRAND PRIX AWARD WINNER: AMV BBDOWHO KILLED DEON?
Who Killed Deon? Targeted at youths on the periphery of crime, Who Killed Deon? is designed to publicise a complicated, but increasingly used law known as Joint Enterprise which enables those involved on the edge of a criminal act to be jointly prosecuted. AMV BBDO chose Facebook as the perfect platform to remind people that crime is BAD. Working with the Metropolitan Police, they created a fictitious whodunnit. Users watch a series of videos, with each one focussing on the murder of Deon from the perspective of a different protagonist. There are 6 suspects - all involved in some way - through their stories you discover that presence, knowledge, and direct action can all have very serious ramifications.
BIMA AUTOMOTIVE AWARD WINNER: PROFEROMINI WORLD RECORDATTEMPT
Mini World Record Attempt For the launch of the Countryman - a new, larger MINI model - Profero was tasked with retaining the ‘essence of MINI’, whilst promoting the fact that this was the biggest model to date. Profero chose to put ‘How many people can you fit in a MINI?’ at the heart of its campaign, and the MINI World Record Attempt was born. In 8 major cities across the UK, life-size fibreglass replicas of the new Countryman were installed. People were invited to create video footage in onsite capture booths, which was then displayed on the windows of the cars (giving the impression people were rammed inside them!). Footage could also be shared via Facebook and Twitter. At the end of the campaign 104,000 people had fit in the Countryman - that must be a record!
BIMA INNOVATION AWARD WINNER: AKQAHEINEKEN STAR PLAYER
Heineken Star Player Engaging the growing number of multi-screen consumers isn’t easy. These suckers don’t just watch TV, they want to do other sh*t at the same time! However, in the Star Player app, AKQA enabled Heineken to marry its sponsorship of UEFA Champions League football with a real-time app, which users can play via iPhone or Facebook as they enjoy live games. Star Player creates a social TV game experience, inviting users to anticipate the outcome of events in a live football match in real time. With points being awarded if you guess correctly, it’s a great way to compete against friends. Star Player has been a huge success, and has now spanned two seasons of Champions League football.
BIMA EFFECTIVENESS AWARD WINNER: ZOLMOJAMIE OLIVER’S RECIPES
Jamie Oliver’s Recipes Jamie Olivers Recipes - broken down into a step-by-step format, makes recipes a cinch to follow. Bespoke high quality photography and video are placed front and centre - married with a fabulous user experience - that elevates the app above its competition. Digestible chunks of content - known as ‘recipe packs’ - can be purchased via the app, with Jamie’s Taster Pack provided as a free introduction. Ingredients for your favourite recipes can be added to a shopping list, and there’s even the option to quickly reconfigure recipes for two, four, or six people The app has won numerous awards, and been downloaded more than 2.2 million times on the iPhone and iPad.
BIMA LEISURE & TRAVEL AWARD WINNER: FORTUNECOOKIEEBOOKERS EXPLORERIPAD APP
ebookers Explorer iPad app The world’s 1st social media travel guide on the iPad brings together a wealth of information from around the web. Simply enter a city into the search field, and the ebookers app will then search Flickr, YouTube, Twitter and Google, to bring you the latest info in a unique and personalised travel magazine and present the latest hotel offers from ebookers. User’s can share or save content whilst browsing the app and push content to Twitter, Facebook or share via email. The ebookers Explorer app boasts a four out of five star rating in the App Store, and takes pride of place in the App Store’s top five travel apps in 104 markets around the world.
BIMA MEDIA & ENTERTAINMENT AWARD WINNER:ENDEMOL/MONTEROSAMILLION POUND DROP
Million Pound Drop play-along game Million Pound Drop game is a masterclass in audience engagement and the convergence of a TV and online campaign. During each episode visitors to the official site and Facebook page are invited to play along, and answer the same questions as show contestants (with the ability to connect to Facebook, to battle against friends). But the game didn’t simply sit alongside the TV show, it actually fed back into the broadcast, providing the production team with demographic information on how the nation was answering each question. Information that added to the show’s entertainment. With hundreds of thousands of people playing along live, and more than 230,000 Facebook likes, this campaign was a triumph for Channel 4.
BIMA COMMUNITY AWARD WINNER: PROFEROASOS MARKETPLACE
ASOS Marketplace Aimed at fashion literate 16-34 year olds ASOS attracts over 13 million unique visitors a month with 3 million customers from 160 countries. On top of the 50,000 branded product lines, and 1,500 new product lines introduced each week, ASOS wanted to evolve the site from a retail destination to a “venue”, bringing buyers and sellers of fashion together to trade. Working with ASOS, Profero developed the ASOS Marketplace, a ‘global fashion democracy’, where sellers could expose their product lines via the ASOS platform, and ASOS could extend its line further, whilst exposing new talent. Thousands of new sellers are now taking advantage of this new and exciting marketplace.
WHAT NEXT? Download the book of the night with exclusive content about EVERY nominee and winner from www.bimaawards.com Watch our ‘how to win an award’ videos made by the winners themselves Get ready to enter your work for the 2012 BIMA Awards
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