The Marketing Arm (TMA) took home five REGGIE Awards at the 35th Annual REGGIE Awards Gala held Monday, April 16, at Chicago Marriott Downtown. A total of 73 awards were presented to agencies and brands for the best marketing activation campaigns across 24 categories. And in tough competition, TMA netted two Gold, two Silver, and a Bronze for clients Frito-Lay North America and State Farm.
Here’s a breakdown of our winning programs…
The Spotted Cheetah
TMA won Gold for “The Spotted Cheetah” in the Experiential Marketing over $1MM category. For this program, we partnered with Cheetos to launch the world’s first and only all-Cheetos, fully immersive pop-up restaurant. The Spotted Cheetah opened during NYC Restaurant Week to serve fans an unexpected Cheetos-infused menu. The campaign also took Silver in the Creativity and Innovation category.
State Farm Color Full Lives
TMA won Gold in the Multicultural/Lifestyle category for “Color Full Lives.” The campaign for State Farm celebrated the multifaceted lives of African American women and the financial goals that they hope to achieve. Color Full Lives came to life at Essence Festival, through media on Essence.com, and custom content featuring African American women chasing their dreams and “living their most Color Full Lives.”
Doritos Guardians of the Galaxy Vol. 2 Music Bag
“Doritos Guardians of the Galaxy Vol. 2 Music Bag” took Silver in the Promotion Marketing Campaigns category. This program helped introduce the galaxy to the hotly anticipated film soundtrack through a limited-edition Doritos bag featuring a built-in headphone jack and retro cassette-deck-inspired digital music player built right into the packaging, complete with the full Guardians of the Galaxy Vol. 2 soundtrack.
State Farm Neighborhood of Good
“Neighborhood of Good” brought home the Bronze in the Purpose Campaigns category. State Farm wants to be a catalyst for people to take action. Neighborhood of Good was made to close the gap between intention and action. Through strategic tactics aligned with key moments (May Hunger Awareness Month, music festivals, and National Good Neighbor Day), State Farm was able to create awareness for local causes, recruit volunteers, and turn caring into doing.
See the full list of winners here.