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. 



Helping Women Combat Everyday Stress

Secret needed to grow share and sales of Clinical Strength ahead of the category. That meant we had to expand the clinical opportunity outside of heat and activity sweat, but how when women thought clinical deoderant is only for a specific sweating problem ? By transforming women's thinking to realize Secret can protect them against something everyone can relate to everyday stress. In partnership with Oprahs Lifeclass and life coach Martha Beck, we created a multi-touchpoint activation that offered women an everyday stress intervention, resulting in increased sales and share.

Brand: Secret Clinical Strength
Client: Procter & Gamble
Agency: Starcom MediaVest Group
Language: English

Dr Pepper Snapple Taps MTV Team To Launch Sun Drop Nationwide

For over fifty years Sun Drop was a regional citrus soda with a small but loyal following. Through an innovative venture, Sun Drop teamed with Viacom Media Networks and it's flagship MTV to launch Sun Drop nationally, targeting millennial consumers 13-24. By devising an on air campaign that generated huge viral views, massive Facebook and Twitter activity and unprecedented viewer engagement through a UGC promotion, Sun Drop became the #2 brand in the citrus category with multiple gains in key performance indicators including market share, distribution and awareness.

Brand: Sun Drop
Client: Dr Pepper Snapple Group
Agency: Scratch (Viacom Media Networks)
Language: English

Human Highlight Reel

The Luxury buyer is changing. We believe a new consumer is emerging. This consumer is driven by a greater sense of meaning, open-mindedness, and community. We know our consumers want to be measured by their significance, not their success. We share a belief with these consumers that we are better when we inspire others to reach their fullest potential. The Buick Human Highlight Reel is a collection of inspiring videos of former NCAA student athletes that are doing great things in their community and the world. Buick embraced, recognized and celebrated these stories throughout the NCAA March Madness Tournament.

Brand: Buick
Client: General Motors
Agency: Starcom MediaVest Group
Language: English

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

Filter by:
+ Add More Filters

To browse winners in this category from previous years