Last night at the 36th Annual REGGIE Awards Gala TMA scored six awards for our Frito-Lay and State Farm clients. Nearly 70 awards were presented to top agencies and brands for the best brand activation marketing campaigns of 2018 across more than 20 categories. And in tough competition, TMA netted three gold, a silver, and two bronze for the below programs.
Cheetos Teach Me How To Curl was our big winner of the evening, taking gold in Content Marketing Campaigns, National Consumer Campaigns (Budget Under $3MM), and Partnership Campaigns. The program also won bronze in the Influencer Marketing and New Product Launch categories.
Leading up to the Olympic Winter Games, we saw great potential in pairing one of America’s most fun and distinctive snacks with one of its most fun and distinctive sports, USA Curling. We enlisted NFL tight end and curling connoisseur, Vernon Davis; former NFL running back, LaDanian Tomlinson; and musical sensation, Todrick Hall to create the first-ever Cheetos music video, showcasing a new dance move, “The Curl.”
State Farm Neighborhood of Good won silver for Experiential Marketing Campaigns (Budget Over $1MM). State Farm is committed to helping people and communities. The objective of our music festival activation was to demonstrate these values through Neighborhood of Good – to engage and empower consumers to give back, creating positive, sustainable, and measurable societal impact. We developed the Neighborhood of Good program to help bridge the gap between caring and doing, providing consumers with an avenue for turn- key volunteerism.
Tapping into music, which has the power to bring people together to make a societal impact, State Farm took this platform for good and packaged it for summer music festivals, reinforcing the brand tagline of “here to help life go right.” Our solution was a literal Neighborhood of Good – a 60’x80’ branded footprint composed of four unique standalone structures, each inspired by various genres of music. Our call to action was for consumers to visit NeighborhoodofGood.com to find causes they care about and inspire our target audience of festivalgoers to do anything, big or small, to make a positive difference in their communities.
Congrats to our clients and teams who brought these programs to life! View the full list of winners here.