We’re excited to announce that Adweek, the leading source of news for marketing, media, and advertising professionals, has honored Mindshare in the Project Isaac Awards! The Project Isaac Awards celebrate invention and groundbreaking ideas across the industry; Mindshare won in the Mobile category for our work with Campari America on the “Moments That Matter” campaign.
This is the second year in a row that Adweek has honored Mindshare in the Project Isaac Awards. In 2015, Mindshare’s Data Bytes program won the award in the “Mentoring” category. And, this honor from Adweek comes on the heels of shortlists in the IAB MIXX Awards and the MMA’s Smarties, as well as wins at Cynopsis Media’s HR Awards, Cynopsis Media’s Rising Star Awards, and Broadcasting & Cable’s Top Media Planners.
You can see the full list of Project Isaac winners here, and learn more about the Campari program below. In addition to its win at Project Isaac, this campaign was also shortlisted at Cannes Lions and honored in the Mobile Mafia Awards.
Mindshare: Campari America, Moments That Matter
Given that 28 Americans die every day from drunk driving, it is incumbent on spirits makers to try harder to raise awareness. But as TV ads often don’t resonate, Campari America took to what it calls “data-infused” mobile, via agency Mindshare and mobile rewards network Kiip (which offers rewards to users playing its games). Involving Wild Turkey, Skyy and American Honey brands, the liquor firm offered as a reward $5 coupons with ride-sharing service Lyft for bar patrons. Using mobile helped reach users right when they are considering another drink and a Lyft ride, or to call it a night. In total, nearly 180,000 Lyft coupons were redeemed, part of a 20 percent engagement rate with Kiip (five times the norm). Another result: a 48 to 56 percent lift in awareness and purchase consideration for the spirits brands.