Media Content Partnerships

This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising. 



Pepsi + Empire

To reignite fan excitement around Pepsi's legacy in music we developed an authentic, fiction-meets-reality partnership with Empire that went so deep into the plot storyline that the lines between brand and entertainment were completely blurred. We challenged traditional approaches to media, content, integration and music to create an inimitable Brand story filled with surprise reveals for Empire fans, making them question whether what they were experiencing was a part of the Show, or happening in real life. Ultimately, the partnership generated sales lifts, consumer excitement, and Brand impact for Pepsi.

Brand: PepsiCo
Client: PepsiCo
Agency: OMD
Language: English

Extra, The Bachelor and Woolworths - a mutually rewarding love story

This is the story of a mutually rewarding love story between Extra, The Bachelor and Woolworths.
In truth, it looked unlikely to blossom; declining gum buyers, a big battle over $2 small change, disappearing distribution and the only market in the developed world where gum is more expensive than chocolate.
Yet a shift to an emotional strategy, real-time messaging and a ‘love each other’ mentality turned adversity into record category growth, record Extra value sales growth, a record 9 consecutive weeks of high RSV and thousands of new gum lovers.

Brand: Extra Gum
Client: Wrigley Pacific
Agency: Clemenger BBDO
Language: English

Lanzando una celebridad

Postobón S.A llevaba más de 20 años intentando lanzar al mercado una gaseosa con sabor a Toronja capaz de competirle a Quatro. A lo largo de ese tiempo completó tres lanzamientos fallidos y aún así en el 2016 decidió volverlo a intentar. La apuesta era clara debíamos lanzar una gaseosa y posicionarla en un publico muy difícil: los jóvenes de hoy. Este caso narra como un artista llamado Sr. Toronjo no solo se volvió famoso sino cómo su gaseosa logró apoderarse de más del 30% del mercado de su competencia.

Brand: Sr. Toronjo
Client: Postobón S.A
Agency: Sancho BBDO
Language: Spanish

2020_me_2020_e-4607-024_hero_1 Ziploc Ziploc's Hail Mary on the NFL Season
2020_me_2020_e-4804-232_hero_1 Nuveen Rerank the Rich
2020_me_2020_e-5348-953_hero_1 Samsung Galaxy S10 Do What You Can't Jimmy Fallon

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