The event PROMO Live--the conference and exhibit showcase honoring innovating marketing--took over Chicago's Navy Pier Oct. 10-12. Produced by Special Events Magazine's sister publication PROMO, the conference keyed on innovation and change in the marketing landscape.
The exhibit hall--dubbed The Hub--was configured without conventional aisles or straight lines, instead featuring a central living room area with couches, chairs, a cyber cafe and the PRO Awards Creative Gallery, around which exhibits were positioned. The Hub was the central gathering place for attendees who lingered to network, surf the Web and chat with exhibitors.
New this year was the introduction of text messaging on site to keep attendees informed. PROMO Live teamed up with text-messaging company OTAir to provide attendees the opportunity to text in for session reminders, exhibitor information, contest registration and voting for the best booth. Text messaging also served as a marketing vehicle for pre-show promotion.
PROMOTING THE PROS
The 16th Annual Pro Awards Party and Presentation honored the best promotion campaigns of the past year in 21 categories. More than 500 campaigns--a record total--entered this year, yielding 84 finalists vying for honors and the top PRO Award. This year's PRO Awards kicked off with a Big Idea Bash, where attendees partied club-style to jazz music and sampled buffets, carving stations, and specialty drinks sponsored by Yahoo.
Yahoo, this year's PRO Awards sponsor, awarded its "Big Idea Chair" to Honeywell and NASA's FMA Live campaign, created by the Oasis agency. The campaign, aimed at inspiring the next generation of scientists and engineers, was selected by Kathleen M. Joyce, editor of PROMO and the magazine's editorial team, as demonstrating outstanding achievement in the use of interactive media.
The 2006 PRO Awards winners are:
Best Overall Promotion 2006
Campaign: Special K Challenge
Client: Kellogg's
Agency: Brigandi & Associates
Best Multidiscipline Campaign-National
Campaign: American Wasteland
Clients: Activision, Jeep
Agencies: Entertainment Marketing Partners; BBDO
Best Multidiscipline Campaign-Regional
Campaign: New York City Heritage Tourism Partnership
Client: The History Channel
Agency: Civic Entertainment Group
Best Use of Promotional Advertising
Campaign: The Power of Four
Client: Schick Shaving Products
Agency: Colangelo
Best Use of Event Marketing-Five or Less Venues
Campaign: Chicago Drive 05 & 06
Client: The Chrysler Group
Agency: The George P. Johnson Co.
Best Use of Event Marketing-More than Five Venues
Campaign: Thanks A Million
Client: Ricola
Agency: The A Team
Best Vehicle-Based Experiential Campaign
Campaign: U.S. Army College Tour
Client: U.S. Army
Agency: Relay Sponsorship and Event Marketing
Best Cause-Based Promotion
Campaign: Honeywell-NASA's FMA Live!
Client: Honeywell
Agency: Oasis
Best Sponsorship or Tie-In Campaign
Campaign: American Express Global Viewing Event Platform
Client: American Express
Agency: Momentum Worldwide
Best Use of Games, Contests and Sweepstakes
Campaign: Ted: Chicago's New Crosstown Classic
Client: United Airlines
Agency: Arc Worldwide
Most Innovative Communication Strategy
Campaign: VW Alpha Drivers
Client: Volkswagen
Agency: Arnold Worldwide
Best Use of Interactive/Electronic Media or Direct Marketing
Campaign: The Sopranos: Crime. Organized.
Client: HBO
Agency: Deep Focus
Best Multicultural or Ethnic Campaign
Campaign: Bajo la Regadera (In The Shower)
Client: Unilever
Agency: PMG
Best Campaign Targeting a Micro Audience
Campaign: Axe College Ambassadors
Client: Unilever Axe
Agency: GMR Marketing
Best Campaign Generating Brand Awareness and Trial Recruitment
Campaign: McDonald's Fruit & Walnut Salad Launch
Client: McDonald's
Agency: Arc Worldwide
Best Campaign Generating Brand Volume
Campaign: The Star Wars M-pire; Dare to Go to The Dark Side
Client: Masterfoods USA
Agency: Thomas J. Paul
Best Short- or Long-Term Brand Loyalty Campaign
Campaign: Special K Challenge
Client: Kellogg's
Agency: Brigandi & Associates
Best Dealer, Sales Force or Business-to-Business Campaign
Campaign: The Napster Garage
Client: Napster
Agency: Grand Central Marketing
Best Retail or Co-marketing Campaign
Campaign: Together We Make A Great First Impression
Client: Unilever
Agency: PMG
Best Small-Budget Campaign
Campaign: Body Glove Fashion Police
Client: Body Glove
Agencies: Hall Event Group, DraftFCB, Golan Harris
Best Creative
Campaign: The Star Wars M-pire; Dare to Go to The Dark Side
Clients: Masterfoods USA
Agency: Thomas J. Paul
Best Idea or Concept
Campaign: Ted: Chicago's New Crosstown Classic
Clients: United Airlines
Agency: Arc Worldwide
