Home   ›   Case Studies

Case Studies: Promotion Marketing Association Reggie Awards 2008

The Institute presents case studies of 21 award-winning campaigns from the Promotion Marketing Association's 2008 Reggie Awards.

April 10, 2008 -- FreshWorks and 7-Eleven took home the coveted Super Reggie Award for the best integrated marketing campaign of 2007 in the Promotion Marketing Association's 25th Anniversary Reggie Awards. The "Simpsons Kwik-E-Mart" campaign also won two Gold Reggie Awards and one Silver award.

As The Simpsons Movie was heading to theaters as one of the most anticipated summer releases of 2007, FreshWorks partnered 7-Eleven with Fox Studios and Gracie Films to convert 12 stores into Kwik-E-Marts, the fictional convenience store from the long-running The Simpsons TV series. The chain's Slurpee beverage was temporarily renamed "Squishee," and new Sprinklicious Donuts filled bakery cases. Manufacturing partners were enlisted to create products like Buzz cola, KrustyO's brand cereal and Radioactive Man comic books, all of which have been depicted in the series.

"Each year, the PMA Reggie Awards honor some of the most creative, well-executed, results-driven integrated marketing campaigns," said Bonnie Carlson, the organization's president. "FreshWorks and 7-Eleven delivered the largest-scale promotion to hit the convenience retail channel, and the first-ever real-life Simpsons experience. It is fitting that they got to take home the 72-pound cash register Super Reggie Award for a campaign that made the cash registers ring."

Gold, Silver and Bronze Reggie Award-winning campaigns were announced in 16 categories. Other campaigns winning multiple awards were: The Sopranos A&E Connection (two Golds); McDonald's Shrek the Third (one Gold, one Silver); Spider-Man Week in NYC (one Gold, one Silver); and My Grammy Moment (one Silver, one Bronze).

Gold, Silver and Bronze Reggie Award winners in each of the 16 categories are as follows:

National Consumer Campaign, Budget over $5 million
Gold: The Starter Wife Campaign (Client: USA Network; Agency: In-House)
Silver: McDonald's Shrek the Third (Client: McDonald's; Agency: Arc Worldwide)
Bronze: Bee Movie Theatrical Program (Client: DreamWorks Animation; Agency: In-House)

National Consumer Campaign, Budget between $1 million and $5 million
Gold: Welcome to Stacy's (Client: Stacy's Pita Chip Company; Agency: TracyLocke)
Silver: The Sopranos A&E Connection Game (Client: A&E; Agency: Civic Entertainment Group)
Bronze: My Grammy Moment (Client: The Recording Academy; Agency: In-House)

National Consumer Campaign, Budget under $1 million
Gold: The Sopranos A&E Connection (Client: A&E Television Network; Agency: Civic Entertainment Group)
Silver: HOP Across America (Client: Hooked On Phonics; Agency: Civic Entertainment Group and Engage Marketing)
Bronze: Silk Soymilk "Green Caps for Green Energy" (Client: WhiteWave Foods; Agency: The Integer Group)
Bronze: Night at the Museum TREX TREK (Client: Twentieth Century Fox Home Entertainment; Agency: The Borden Agency)

Local, Regional Market Campaign, Budget over $1 million
Gold: 7-Eleven Kwik-E-Mart (Client: 7-Eleven; Agency: FreshWorks)
Silver: Maxwell House Brew Some Good (Client: Maxwell House; Agency: OgilvyAction)
Bronze: Charmin NYC Restroom Experience (Client: Procter & Gamble; Agency: Gigunda Group, Inc.)

Local, Regional Market Campaign, Budget under $1 million
Gold: Spider-Man Week in NYC (Client: Columbia Tristar Marketing Group; Agency: NYC & Company)
Silver: Free Food on Your Phone! (Client: Hardee's; Agency: CellFire, Inc.)
Bronze: Inspire Change (Client: Seeds of Change; Agency: Alcone Marketing Group)

Multi-Partner Promotion, Three or More Partners (No budgetary parameters)
Gold: The world is going yellow in celebration of the Simpsons movie (Client: 20th Century Fox; Agency: In-House)
Silver: 7-Eleven Kwik-E-Mart (Client: 7-Eleven Agency: FreshWorks)
Bronze: The Starter Wife multi-partner campaign (Client: USA Network; Agency: In-House)

Business-to-Business/Trade Promotion Campaign (No budgetary parameters)
Gold: Gatorade/All-Stars VPI Program (Client: The Gatorade Company; Agency: TPN)
Silver: Chase the Extraordinary (Client: InterContinental Hotels Group/Hotel Management Group; Agency: US Concepts)
Bronze: Girls Gone Wired (B2B) (Client: Oxygen Media; Agency: GEM Group, Inc.)

Multi-cultural/Ethnic (No budgetary parameters)
Gold: Scott Dichonario (Client: Kimberly-Clark; Agency: MASS Hispanic Marketing)
Silver: WonkaArte "Dia de los Muertos" Program (Client: Wonka; Agency: Bromley Communications)
Bronze: Herbal Essences RBD (Client: Procter & Gamble; Agency: Leo Burnett, Arc Worldwide & SMG)

Digital Campagn (No budgetary parameters)
Gold: The Sopranos A&E Connection (Client: A&E Television Network; Agency: Civic Entertainment Group)
Silver: My GRAMMY Moment (Client: The Recording Company; Agency: In-House)
Bronze: Degree /24 (Client: Twentieth Century Fox Licensing & Merchandising; Agency: MindShare)

Cause/Community Outreach Campaign (No Budgetary parameters)
Gold: Tide CleanStart Mobile Laundromat (Client: Procter & Gamble; Agency: Gigunda Group, Inc.)
Silver: Yahoo! Be A Better Planet (Client: Yahoo!; Agency: In-House)
Bronze: The National 9/11 Memorial & Museum at the World Trade Center 9/11 Tribute Exhibition (Client: National 9/11 Memorial & Museum; Agency: Octagon, Jack Morton & Weber Shandwick PR)

Experiential Marketing, Budget under $1 million
Gold: Godiva "Decadence Goes Mobile" (Client: Godiva Chocolatier; Agency: Eastwest Marketing Group)
Silver: Spider-Man Week in NYC (Client: Columbia Tristar Marketing Group; Agency: NYC & Company)
Bronze: Take Off and Tune In (Client: A&E Television Network; Agency: Civic Entertainment Group)

Experiential Marketing, Budget over $1 million
Gold: 7-Eleven Kwik-E-Mart (Client: 7-Eleven; Agency: FreshWorks)
Silver: Sony (Alpha) DSLR Tour (Client: Sony; Agency: Gigunda Group, Inc.)
Bronze: World Vision Experience: Aids (Client: World Vision Organization; Agency: The Brand Experience)

Shopper Marketing (No budgetary parameters)
Gold: It's a "Tween Thing" at Toys "R" Us (Client: Disney Consumer Products; Agency: In-House)
Silver: Sony HD Test Drive (Client: Sony; Agency: PowerPact, LLC)
Bronze: Bounty Re-launch (Client: Procter & Gamble; Agency: The Integer Group)

Age-Specific Campaign (No budgetary parameters)
Gold: Rescuing Recess (Client: Cartoon Network; Agency: Arc Worldwide)
Gold: McDonald's Shrek the Third (Client: McDonald's; Agency: Arc Worldwide)
Silver: Hannah Montana MyConcert Memory Book Presented by HP (Client: Disney Online/Hollywood Records/HP; Agency: Disney Online In-House)
Bronze: AT&T World's Loudest Pep Rally (Client: AT&T; Agency: The Marketing Arm)

Small-Budget Campaign (Less than $100,000)
Gold: Early Times Reel in a Million (Client: Brown Forman; Agency: PriceWeber)
Silver: Bon Appetite and Bon Voyage; Lactalis USA, the Official Cheese of Ratatouille (Client: Lactalis, USA; Agency: Eric Mower and Associates)
Bronze: Kellogg's Pop-Tarts Splitz Create Your Own Webisode (Client: Cartoon Network; Agency: In-House)

New Product Launch (No budgetary parameters)
Gold: GlaxoSmithKline alli Product Launch (Client: GlaxoSmithKline; Agency: Draftfcb Chicago)
Silver: alli U - Hispanic Grass Roots Initiative (Client: GlaxoSmithKline; Agency: Casanova Pendrill)
Bronze: Volkswagen Touareg 2 Launch: The Bourne Ultimatum (Client: Volkswagen; Agency: In-House)

Published: May 2008

Source: Promotion Marketing Association

More Reading