Diverse Excellence – The Emmas
We’re once again excited and honored to present the results of NAMIC’s Annual Excellence in Multicultural Marketing Awards, which recognize marketing efforts targeting one or more cultural segments that include, African-American, Asian, Hispanic and others. Entries are divided between cable distributors and programmers, with Comcast and Time Warner Cable again dominating the operator side and BET, Univision and Telemundo doing well on the programmer side. As always, judges consider each entry on its own merit, so some categories have yielded multiple winners. Congrats to all the EMMA honorees!
CABLE DISTRIBUTORS
CASE STUDIES / CAMPAIGNS
Xfinity CelebrateBlackTV.com – Comcast
This site built around the love of black entertainment brings together the deep content resources of Xfinity and the latest in entertainment news, behind-the-scenes footage, and celebrity interviews in one, easy to navigate location.
Rogers Q4 TV Package Launch – Rogers Communications
This integrated campaign combined print, online, direct mail and out-of-home, used an arresting 3-layered visual and addressed five multicultural language groups: Punjabi, Urdu, Hindi, Tamil and Filipino.
Xfinity Multicultural Microsites – Comcast Corporation
These four Xfinity microsites aggregate information geared toward African-American, Asian-Pacific, LGBT and Latino groups, including a wealth of entertainment extras designed to offer a deep-dive experience.
SECOND PLACE Xfinity Latino Entertainment Channel – Comcast Corporation – H+M Communications
THIRD PLACE Queens Chinese Immersion – Time Warner Cable
ALL OTHER MEDIA
Comcast – Hispanic Grassroots – Comcast
This Door Tag promo raises awareness of the MSO’s Hispanic products, telling Hispanic neighborhoods in the Florida Region about special offers, including a phone Carefree Minute Plan for Mexico and Latin America.
DIGITAL
Rogers Q2 ‘Face’ Online – Rogers Communications
Targeting Chinese, Filipino, Punjabi, Russian, Tamil, Hindi and Urdu customers, this visually stunning online campaign featured TV screens with popular back-home programming to entice purchases.
SECOND PLACE Rogers Q4 TV Package Launch Online – Rogers Communications
THIRD PLACE XFINITY CelebrateBlackTV.com – Comcast
DIRECT MAIL
Nexos Latinos 1Q13 Time Warner Cable NYC – Time Warner Cable
This entertainment-style, bilingual magazine used exclusive celebrity interviews and content available on TWC that speaks to Hispanic passions to engage Hispanic customers.
SECOND PLACE Bring Brazil home with XFINITY! – Comcast
THIRD PLACE Rogers Q4 TV Package Launch DM – Rogers Communications
GRASSROOTS
Chinese New Year Couplet – Time Warner Cable
Highlighting the Chinese New Year tradition of “lucky money” found in red envelopes, TWC’s Chinese street team distributed envelopes touting TWC benefits and presented a gift card/lucky-money option.
SECOND PLACE Hispanic Marketing Blitz – Comcast Houston Region
THIRD PLACE Internet Essentials from Comcast – Comcast
Rogers Q4 TV Package Launch Print – Rogers Communications
Rogers’ 3-layered visual featured Bollywood stars and other content coming together for Can-India News readers.
SECOND PLACE Rogers Q2 ‘Face’ Print – Rogers Communications
THIRD PLACE XFINITY Me Times Three – Comcast
RADIO
XFINITY Me Times Three – Comcast
This “Me Times Three” creative geared to African-American prospects emphasized the superiority of Xfinity Internet.
Bring Brazil home with XFINITY! – Comcast
This radio campaign touting a limited-time Xfinity Brazilian Triple Play package promotion focused on how the Brazilian customized package could connect them with their Brazilian roots.
TELEVISION
3 KATEs – Time Warner Cable
Anxious to dispel legacy perceptions among Hispanic consumers, TWC emphasized viewing TV on iPads, recording shows remotely from smartphones and free VOD.
SECOND PLACE TWC 2012 Q3 Chinese “Cooking Show” TV Spot – Time Warner Cable
THIRD PLACE Winback/Testimonial – Time Warner Cable
NETWORK/INDUSTRY SUPPLIER
CASE STUDIES / CAMPAIGNS
Mia Mundo – Telemundo Media
Telemundo created the first-ever bilingual web series for the modern, U.S. Hispanic professional, dubbed MIA (Modern Independent Achiever).
SECOND PLACE Single Ladies – VH1
THIRD PLACE – TIE APOLLO LIVE LOUNGE TOUR – BET Networks THIRD PLACE – TIE Centric Happy Hour Tour – Centric
ALL OTHER MEDIA
Univision NCTA Reel – Univision
Univision showcased for distributors the rapid expansion of its portfolio from three brands to 12, communicating its ability to implement cross-promotional support.
SECOND PLACE GMA News TV International Infokit – GMA Network, Inc.
THIRD PLACE Univision Transformation Reel – Univision
DIGITAL
The Game Superfan Nomination – BET Networks
BET launched this Superfan contest for “The Game” fans, holding auditions in NYC and Atlanta for a chance to host a web series recap of the show and garnering more than 6 million impressions in the process.
SECOND PLACE HBO Latino Habla Women Digital Marketing – HBO THIRD PLACE HBO Latino Prófugos Digital Campaign – HBO
DIRECT MAIL
TV JAPAN Spring Origami Mailer – International Media Distribution
This spring cherry blossom-themed campaign focused on TV JAPAN programming highlights coupled with a strong offer from Time Warner Cable, and included an origami paper pack directing customers to a special microsite to share their origami creations via Instagram.
DIVERSITY AWARENESS
East of Main Street: Milestones – HBO
This show looked at four celebrations in four different Asian cultures but was also a cross-cultural experience, bringing a non-Asian audience insight into other cultures.
SECOND PLACE BAYANI TOUR 2013 (Heroes Tour 2013) – GMA Network, Inc.
THIRD PLACE Habla Women – HBO
EXPERIENTIAL MARKETING
Soul Train Flash Mobs – BET Networks & Centric
To promo the Soul Train Music Awards, Centric and BET created Soul Train Flash Mobs in high traffic, lifestyle areas targeting the African-America, 18-49 demo, creating millions of social media impressions and pre-show buzz in the process.
SECOND PLACE APOLLO LIVE LOUNGE TOUR – BET Networks
THIRD PLACE La Voz Kids Chair Tour – Telemundo Network
GRASSROOTS
Meet & Greet the Pepito Manaloto cast – GMA Network, Inc.
This Meet & Greet for the cast of a show resonating with Filipino-Americans who yearn for the classic Filipino brand of comedy helped GMA strengthen its ties with an important demo.
OUT OF HOME
Telemundo Network Rebrand – Telemundo Network
This out-of-home campaign kicked off with billboards wrapped with 3D bows in key markets over the holiday season, generating intrigue, buzz, higher ratings and a 80% improvement in consumer perception.
SECOND PLACE Real Husbands of Hollywood OOH – BET Networks
THIRD PLACE BET Awards 12 OOH – BET Networks
PREMIUM
IMD 2013 calendar and CD – International Media Distribution
This internationally themed calendar is distributed to MSO executives, affiliates, network and media partners, each month highlighting a different IMD partner and their culture’s musical heritage.
Larrymania Bobblehead – mun2
Modeled to a tee after Regional-Mexican superstar and mun2 celeb-reality star Larry Hernandez, this limited-run Larrymania bobblehead helped Larrymania garner the largest debut delivery for any original program on mun2 among persons 18-49.
SECOND PLACE Real Husbands of Hollywood T-Shirt – BET Networks
THIRD PLACE GMA International’s “Milestones” Shirt – GMA Network, Inc.
Oprah Winfrey Network Influencer Campaign – Oprah Winfrey Network (OWN)
This 5-city promotional and press tour promoted Tyler Perry’s “The Have and the Have Nots” and “Love Thy Neighbor,” helping to drive OWN’s highest-rated series premieres in network history.
SECOND PLACE – TIE Reventon Fold Out Poster – mun2
SECOND PLACE – TIE TFC/FOD Comcast Q3 2012 GWP Campaign – TFC
THIRD PLACE GMA Pinoy TV’s 7th Yr Anniv. Print Ad – GMA Network, Inc.
RADIO
2012 BET Awards Radio – BET Networks
With box-office star Samuel L. Jackson hosting the BET Awards, this radio campaign leveraged Jackson’s famous voice and character roles in upbeat and fun promos that created buzz and drove tune-in.
SOCIAL MEDIA
BAYANI TOUR 2013 (Heroes Tour 2013) – GMA Network, Inc.
GMA reached out to second-generation Filipino-Americans by sponsoring The Bayani Heroes’ Tour featuring YouTube celebrities with more than 1.4 million followers.
SECOND PLACE HBO Latino, Romeo Santos: The King Stays King Second Screen & FB Tab – HBO
TELEVISION
Real Husbands of Hollywood Television – BET Networks
This campaign leveraged the very funny Kevin Hart and the all-star cast, reaching BET’s target audience of African-Americans 18-49 and helping to drive a record-breaking premiere that attracted 11 million viewers.
SECOND PLACE – TIE Lupang Hinirang-GMA’s Phil.Nat’l Anthem – GMA Network, Inc.
SECOND PLACE – TIE East of Main Street: Milestones – HBO
THIRD PLACE – TIE Proud to be Pinoy 2012 TV Special – GMA Network, Inc.
THIRD PLACE – TIE HBO Black History Month Media Spot – HBO
