Brand Integration & Entertainment Partnerships
This award thonors those brands that have effectively reached their audience via strategic integrations & entertainment partnerships.
Honoring The Real-Life Heroes of 2020
While 2020 was declared “The Year of the Nurse” it was clear we needed a special way to recognize nurses. We created a comic book portraying the real feats of heroism performed by nurses, working with Marvel Entertainment, to bring it to life. What started out as an effort to recognize nurses exceeded our wildest expectations. “The Vitals” was Marvel’s #1 digital comic of 2020 with over 560 million earned media impressions. Most importantly, we recognized nurses for all they’ve done during our greatest time of need.
Brand: Allegheny Health Network
Client: Highmark Health
Michelob ULTRA Courtside: Game-Changing Innovation Changes the Game
When COVID-19 sent the 2020 season into a tailspin, Michelob ULTRA partnered with Microsoft and the NBA to reinvent live sports forever. While other leagues scrambled to install cardboard fan cutouts, Michelob ULTRA Courtside, powered by Microsoft’s AI-driven Together Mode, digitally immersed fans in the NBA Bubble… from home. Michelob ULTRA’s sales grew 32%, due to on-bottle, scan-to-win ticket promotions and soaring cultural relevance. 81.5 million hours of NBA coverage across 124 games and 13 billion impressions expanded brand reach 31% and made Courtside the #1 sports industry topic.
Brand: Michelob ULTRA
Client: Anheuser-Busch InBev
Agency: FCB New York
New Coke- Stranger Things
Coca-Cola, the drink, should never change. And because of that, Coca-Cola, the brand is constantly finding new ways to be fresh and relevant in culture. So partnering with Stranger Things 3 made perfect sense. But there was one problem. The show is set in the summer of 1985. The backdrop for Coke’s biggest ever marketing disaster: New Coke. This is the story of how Coca-Cola turned a failure into a triumph. And how the drink that was so famously rejected by culture in 1985 was embraced by it in 2019.
Client: The Coca-Cola Company