Best Multidiscipline National Campaign *
Awarded to the campaign best utilizing more than one marketing discipline (broadcast, direct marketing, advertising, events, interactive media, public relations, etc.) Judges will be looking for outstanding creativity, consistency of message and achievement of objectives.

Best Use of Event Marketing (Five or Less Venues) *
Awarded to the campaign best utilizing creativity while enhancing the strategic position of the product or service being promoted. The event should have been produced in five or fewer geographic markets and have provided a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.

Best Use of Event Marketing (More Than Five Venues) *
Awarded to the campaign best utilizing creativity while enhancing the strategic position of the product or service being promoted. The event should have been produced in more than five geographic markets and have provided a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.

Best Vehicle­-Based Experiential Campaign
Awarded to the best campaign delivering a promotion marketing experience using a vehicle at the heart of the program; from promotional advertising on trailers to sampling to grassroots promotions. Judges will consider the strategy, brand/market relevance, vehicle design, execution and measurable results.

Best Sampling Program or Trial Event          NEW CATEGORY
Awarded to the program that demonstrates effective sales promotion of a product or service by means of sampling or trial. Sampling and trial can include in-store, in-pack/on-pack where the sample is affixed to the package of related product or packed inside, event sampling & direct mail. Program should demonstrate in its results an effective trial/conversion rate.

Best Use of Consumer-­Generated Content
Awarded to the promotion that uses or inspires consumer­-generated content on behalf of a product or service. This includes (but is not limited to) contests for consumer­created ads; tours or events with auditions for consumers to appear in ads; and promotional use of consumer­ produced images.

Best Cause-­Based Promotion
Awarded to the best campaign tied to a charitable organization, event or community outreach program. Entry should define in quantifiable terms how both brand and cause benefited.

Best Sponsorship or Tie-­In Campaign *
Awarded to the campaign that does the most to leverage a sports or entertainment activity as the primary means of marketing a product or service.

Best Use of Games, Contests, and Sweepstakes
Awarded to the campaign that best promotes a product or service through the use of games, contests or sweepstakes. This tactic can be part of a broader integrated campaign, but the impact of the game, contest or sweepstakes should be clear.

Most Innovative Communication Strategy
Awarded to the campaign best utilizing an innovative form of communication through any medium or channel. The judges will be looking for inspirational, creative thinking and performance against set objectives.

Best Interactive Promotion
Awarded to the campaign that best uses the Internet or wireless devices (cell phones, PDA’s etc.) to execute a promotion. This includes (but is not limited to) games, contests or sweepstakes entered online or via text messaging; promotional events accessed via Web or wireless; social networking, podcasting, blogs, RSS, and targeted offers delivered via Web or wireless vehicles.

Best Multicultural/Ethnic Campaign
Awarded to the promotional campaign that most successfully targets a specific cultural or ethnic audience. (If your campaign is in a language other than English, please provide a translation.)

Best Campaign Targeting a Micro Audience
Awarded to the promotional campaign that most successfully targets a vertical niche, (i.e.: age, gender, area of interest or other narrowly defined audience).  

Best Campaign Generating Brand Awareness and Trial Recruitment
Awarded to the campaign most effective in gaining brand awareness and/or trial for a new launch, for a reposition, or for an existing product.