For the seventh year, PROMO’s editors have made their picks for the best marketing campaigns of the past year that have leveraged an entertainment tie-in. From blockbuster films (Sony Pictures’ Spider-Man returns to these awards just two years after winning the Best Overall EMMA) to groundshaking events (literally, as NASCAR took to the streets of Manhattan), we’ve weighed the good (The History Channel’s landmark preservation efforts), the passionately youthful (Tecate’s fine-tuned pitch to Latinos and Volvo’s concert tour/vehicle launch), and culturally reverberant (Burger King and Crest via their star turns on The Apprentice). Cue the applause sign, please!
Best Overall
Burger King Cooks Up A Winner
May 1, 2005 12:00 PM, Amy Johannes
"Have It Your Way." The Burger King Corp.'s motto says it all and kept its promise this winter, driving fans of NBC's hit reality show The Apprentice from the boardroom directly into its restaurants and beyond....
Cable TV
Making History
May 1, 2005 12:00 PM, Betsy Spethmann
CAMPAIGN: Save Our History AGENCY: Civic Entertainment CLIENT: The History Channel As 2005 A&E Television Networks didn't set out to earn $7 million from...
Feature Film
Spidey Strikes Again
May 1, 2005 12:00 PM, Kathleen M. Joyce
PROPERTY: Spider-Man 2 STUDIO: Sony Pictures Entertainment PARTNERS: Burger King, Kellogg/Keebler, Dr Pepper, Kraft It used to be a Hollywood truism that...
Interactive
Smiling Through
May 1, 2005 12:00 PM, Patricia Odell
CAMPAIGN: Crest Whitening Expressions AGENCY: ePrize CLIENT: Procter & Gamble For Crest, the online essay contest tied to the introduction...
Live Event: Tour
Night Drivers
May 1, 2005 12:00 PM, Tim Parry
CAMPAIGN: Volvo All-Access Tour AGENCY: AMCI CLIENT: Volvo Cars North America Image is everything when you're a twenty-something buying a new car. Volvo...
Recorded Music
Music and Passion
May 1, 2005 12:00 PM, Patricia Odell
CAMPAIGN: Tecate Tu MusicaTu Pasion AGENCY: EastWest Creative CLIENT: InBev USA/Tecate Refreshing a brand's image can be tricky, but for Tecate, music...
Sports Entertainment
Revved Up
May 1, 2005 12:00 PM, Tim Parry
CAMPAIGN: Speed in the City AGENCY: Grand Central Marketing CLIENT: NASCAR Without a NASCAR venue in the New York market, fans get few opportunities to...
Worth Mentioning
May 1, 2005 12:00 PM, Betsy Spethmann
NBC's Tsunami Aid concert: This live, two-hour concert showed the entertainment industry at its best: Players channeled their marketing smarts to raise...
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