REGGIE Roundup: Global Innovators

June 30, 2017

By ANA staff

Since 1983, the REGGIE Awards have been the premier industry award recognizing the best marketing campaigns activated by brands and agencies. This year’s REGGIE winners boasted a range of creativity, including using virtual reality to connect fans to their favorite show, bringing an iconic orange snack to life in a new way, and even constructing an adult-sized stroller to demonstrate the daily life (and struggles) of toddlers.

These five brands pushed the envelope to create innovative campaigns that engaged consumers across the globe.

Intel’s “Experience Amazing” campaign: Intel launched a global rebranding initiative after realizing that it was no longer relevant with a younger audience. Through collaborations with the 2016 Grammy Awards, the Royal Shakespeare Company, and MGM Television Group, Intel highlighted its technology and brought global awareness to its brand.
Mountain Dew League: Mountain Dew created an amateur e-sports league, giving aspiring gamers around the world the chance to win a spot at the ESL Pro League event. The four-month season engaged more than 2.6 million viewers, giving Mountain Dew an official edge in the e-sports community.
Hoegaarden’s Floating Gaardens: Hoegaarden wanted to stand out in a crowded craft beer category and reach a younger, urban audience. It developed The Floating Gaardens — a garden barge full of interactive experiences — housed in the heart of east London. The campaign extended to selected bars, giving even more consumers a taste of Hoegaarden.
Mastercard’s Priceless Delivery: Through its Priceless Causes program, Mastercard created an interactive experience where Dubai consumers could virtually hand high-quality meal packs to refugees in Jordan via a video wall. The campaign attracted more than 100,000 participants from all over the region across 53 different nationalities.
Jack Daniel’s Barrel Hunt: Jack Daniel’s wanted to remain relevant in a flooded craft whiskey market. It launched a global barrel hunt, hiding 150 used Jack Daniel’s whiskey barrels filled with prizes around the world. The campaign engaged audiences in more than 50 countries and generated help rejuvenate the authenticity of the brand.

Want to learn more about how brands are connecting with consumers globally? Check out this ANA Insight Brief on global marketing.