New York City-based agency Anomaly swept the 2016 Digiday Content Marketing Awards this evening with three wins: Best Agency/Client Collaboration for its work with MMRx on the Bedstock Festival in support of children with cancer and other life-threatening illnesses; Best Use of Real-Time Streaming Video for its Live Alternative Super Bowl Commentary with Key & Peele for client Squarespace; and Best Use of Instagram for its #KeepOnSucking campaign for client Jolly Rancher.
“We’re incredibly proud to bring more attention to the children and young adults who are suffering from cancer and other serious illnesses,” said Zach Myrow, senior copywriter for Anomaly. “My Music Rx is a wonderful organization that brings the healing power of music to people who need it most. Music heals!”
Contently won Best Brand Publication for the Contently Quarterly.
Best Use of Facebook went to RPA for Intuit QuickBook’s Facebook page. The agency also bagged Best Branded Content Series.
Social media agency We Are Social won Best Brand/Influencer Collaboration for the YouTube video series #OursToLose, in which social influencers like Casey Neistat and Flavia Calina highlighted the effects of climate change on things they loved, like chocolate, New Zealand, skiing and New York City, to name a few.
The Coca-Cola Company won Best Branded Content Site for the website “Coca-Cola Journey.”
Best Branded Email Content/Campaign went to Oracle Marketing Cloud for its series “The Future of Modern Marketing.” “I’m pretty excited. It was the first full campaign that I created,” said Jeff Cohen, director of content strategy for Oracle Marketing Cloud. “I challenged my team to reach higher, think harder and do the things that they always want to do for this campaign.”
Resolution Media won Most Innovative Use of Breakthrough Social Media for its Pinterest campaign “Very Pinteresting” for Levi’s.
Best Infographic went to R/GA for its interactive infographic – titled simply “Millennials” – created for client Goldman Sachs.
Prolific Interactive won Best Mobile Native App for the iPhone app it created for jeweler Alex & Ani. Alongside Alex & Ani products for purchase, the app features original content, updated daily.
Edelman won Best New Product Launch or Campaign for its launch of the Vegetarian Support Hotline for fast food chain Arby’s and its new brown sugar bacon. The work also won Edelman the award for Best in Show, which is chosen by Digiday’s editorial team, not by the jury panel. “It’s amazing. We are competing with so many advertisers — and we won!” said Courtney Burns, vp of creative recruitment for Edelman.
Media company Condé Nast won Best Print to Digital Content Integration for food magazine Bon Appétit’s branded content “New Orleans At Your Fingertips” for nail polish brand OPI.
Best Use of Native Advertising went to Atlantic:Rethink and its series “The Ascent,” created for the granddaddy of Netflix series, “House of Cards.” Atlantic Re:think also won the award for Best In-House Content Studio.
Periscope took the Best Use of Twitter category for “Subliminal Tweet,” produced on behalf of client and football game day staple Buffalo Wild Wings. It generated 266 retweets and 500 likes at the time of posting.
Best Use of Snapchat went to Edelman Digital and AKQA for “Hack in Black” for the video game “Call of Duty: Black Ops 2.”
Czech ad agency Mustard won Best Use of Video Content for the “European Bike Stealing Championships.” Prague, Rome and Amsterdam ‘competed’ in a race to see how quickly a bike could be stolen in each city to highlight the prevalence of bike theft and the difficulty of recovering bikes.
Principal Financial Group won Best User-Generated Content for its social campaign #SeeYourRetirement.
The branded content arm of women’s lifestyle publication Refinery29 won Best Content Marketing Agency. Branded Content @ R29 has created campaigns for H&M and L’Oréal and says that per visit, a Refinery29 reader averages seven page views and 3.5 minutes on the site.
Tech platform Dumbstruck won Best Content Marketing Tech Platform. The technology encourages users to react to content with videos instead of just ‘likes.’
Advertising agency McCann Worldgroup won Most Innovative or Creative Use of Content for “Cryptaris Army,” a game developed in partnership with the U.S. Army to test users on STEM skills that are required for certain careers in the military. This piece also won the McCann Worldgroup team Best Interactive Content Piece or Series.
USA Today Network won Most Effective/Measurable Campaign for its “Back to the Future” issue. On October 22, 2015, the newspaper issued the version of the paper as featured in the franchise’s second film “Back to the Future Part II.” As a testament to the power of nostalgia, the issue was highly sought after, with copies appearing for sale on eBay for double the newspaper’s regular price.
Content Marketer of the Year went to Alyson Warshaw, chief creative officer of social media agency Laundry Service. Influencer marketing provider WhoSay’s Creative Services team won Content Marketing Team of the Year.