Old Navy, Sephora and MLB are among this year’s Content Marketing Awards finalists

“Experiential” is the common thread between this year’s Digiday Content Marketing Awards finalists.

“It’s clear that any chance a brand has to include interactivity in their creative thinking and output greatly increases engagement and brand loyalty,” said Kristen Hartley, worldwide content director at IBM Originals and Digiday Content Marketing Awards judge.

Up for Best Experiential Marketing Campaign are The Macallan, Old Navy, Sephora, Cadillac, Live Nation and MLB, who brought the tastes of each ballpark to a singular location at their April 2018 Food Fest, which sold out an entire weekend. Those up for Best Interactive Content Piece or Series include Thrillist for their work with MGM Resorts, The Economist Group, ACE Content, Verizon Media, INNOCEAN and interactive video production company Eko for their work with Walmart on the Walmart Toy Lab.

Edelman has received five nominations for this year’s Digiday Content Marketing Awards, which recognize the companies and campaigns using content to modernize media and marketing. The Chicago born company is up for Best Agency/Client Collaboration, Best Brand/Influencer Collaboration and Best New Product/Launch campaign for their work with Kellogg’s on the famed Frosted Flakes brand, among other accolades.

This year’s shortlist was determined by a panel made up of executives and industry-leaders hailing from Ford, Reebok, Nestlé Waters, Lyft and more. Hartley said “Having the opportunity to see such incredible work has actually inspired me in my own creative endeavors.” Paul Sundue, vp and creative director at CNN’s Courageous Studios, had the following to say about this year’s field “It’s enlightening to see just how competitive the various categories are — not to mention the caliber of the companies that enter.”

You can see the full list of finalists below.

We’re announcing the winners at the Digiday Content Marketing Awards Gala on May 2 at Current at Chelsea Piers in New York City. Tickets are available for purchase here. 

Best Agency/Client Collaboration
Western Union and Courageous Studios – One year in the dark
T. Rowe Price & Imprint – LGBTQ Practice Management Expansion
Rogers & Cowan Digital – Rogers & Cowan/Verizon
Digital Trends & House Special – Holiday Gift Guide
24sata – Let’s talk about sex
Edelman & Adobe – The Terror Of Undermountain

Best Brand Publication – Print and/or Digital
Foundry Enterprise, Meredith Corporation – Proto
Airbnb – Airbnb Magazine
ShinestyNot So Silent Nights Holiday Catalog
Mediaplanet – College Affordability Special Publication
IBM Originals – Industrious
Slalom Consulting – The Slowdown

Best Brand/Influencer Collaboration
RIMOWA, Anomaly & Partners – Never Still
Periscope – Trolli’s Unboxing Sneak Attack
Samsung Electronics America, Inc. & R/GA – Samsung /make
Edelman & Kellogg’s Frosted Flakes – The New Sound Of Cereal
Hearts & Science & Head & Shoulders – “Shoulders of Greatness”
Nike & Collab – Nike Young Athletes “Just Do It” Pep Talks

Best Branded Content Series
Brit + Co & Sherwin-Williams – Handygirl’s Guide
Jungle Creations & Twisted for Baileys, The Story Lab & Carat  – Nobody puts Baileys in the corner
Samsung Electronics America, Inc. & R/GA – Samsung /make
Fullscreen and AT&T – Guilty Party
International Tennis Hall of Fame & TeamWorks Media – TennisWorthy
WP BrandStudio & Harry’s – The Changing Face of Masculinity

Best Branded Content Site – B2B
Financial Times & CFA Institute – LET’S MEASURE UP™
Financial Times & JP Morgan Asset Management – Portfolio Perspectives
Viacom – Viacom Newsroom
Group SJR – Drax.com
Slalom Consulting – The Slowdown
Braze – Braze Perspectives

Best Branded Content Site – B2C
The Well by Northwell – Revmade
Babbel – Babbel Magazine – US Edition
Studio 1847/Tribune Publishing – Cancer Can’t Compete
24sata – Gone, but not forgotten
Mattress Firm – Snoozetern
Farmers Insurance – Learn From Experience

Best Branded Podcast
Reebok and Gimlet Creative – Flipping the Game
OppenheimerFunds & Gimlet Media  – Megatrends
Red Hat, Inc. – Command Line Heroes
Charles Schwab & Co. Inc. – Choiceology
Fullscreen and AT&T – “Suspect”
WP BrandStudio, T. Rowe Price & Wavemaker  – The Confident Wallet™

Best Content Marketing Tech Platform

Best Experiential Marketing Campaign
M Booth & The Macallan – The Macallan Distillery Experience
Old Navy and Grow Marketing – Holiday Your ❤ Out
Sephora – SEPHORiA
Cadillac & Carat – #XT4THEDROP
Major League Baseball with MKG  – MLB FoodFest
Live Nation & Remy Martin – Producer Series, Season 5 “The Co-Sign”

Best In-House Content/Brand Studio
Jungle Creations
IBM – IBM Originals
National Public Media – NPM Creative
Bonnier News Brand Studio
Group Nine Media – Group Nine Media’s Brandshop
Hearst Digital Media – HearstMade

Best Interactive Content Piece or Series
Thrillist x MGM Resorts & Group Nine Media – “Roll The Dice”
Siemens and The Economist Group – Reimagine the Game
ACE Content & HeadCount – #TheFutureIsVoting
Verizon Media – TIAA DIfference Maker 100
Eko – Walmart Toy Lab
INNOCEAN USA – Car Configurator for Genesis G70

Best Multi-Channel Content Distribution Strategy
Viacom Velocity – Wendy’s 50 Cent Frosty
Cadillac & Carat – Mavericks with Ari Melber
ACE Content, Anomaly, SoulPancake & Panera Bread – Food Interrupted
Fullscreen and AT&T – “Guilty Party”
Farmers Insurance – Learn From Experience
MTV – “Jersey Shore Family Vacation” Season 1

Best New Product or Launch Campaign
M Booth & Beyond Meat – Future of Protein
M Booth & Patrón Tequila – “The Patrón Experience”
Periscope – Sour Brite Sneaks
Marina Maher Communications & Gillette Venus – Gillette Venus Influence Engine
OMD + PepsiCo – bubly
Edelman & Kellogg’s Frosted Flakes – The New Sound Of Cereal

Best Use of Social
New York Stock Exchange (NYSE)
Fullscreen and AT&T – Starter Pack
Sony, Fullscreen, and PXL – Venom’s Twitter Moments
Vamp & Bobbi Brown
Periscope – Trolli Sour Brite Sneaks
INNOCEAN USA – Car Configurator for Genesis G70

Best Use of Native Advertising/Sponsored Content
Viacom Velocity – Drunk History Presents: The History of Colonel Sanders
Viacom Velocity – Twizzlers/”The Daily Show with Trevor Noah”: The Last Straw
Forbes & Intel – Forbes AI
The Foundry @ Meredith & Herbal Essences – Common Scents
Atlantic Re:think & Netflix – How Women Won the Midterms, Even When They Lost
Hearts & Science & Buzzfeed – “Slay with Olay”

Best Use of Real-Time Streaming Video
Marriott International – Wake Up Call Livestreams
TBS & GLOW – Final Space Facebook Live: Cards with Gary
First Tube Media and Skullcandy – Now Feel This Live Event Concert Series
Turner, TBS & Google Play – “Conan 24 Hour Mobile Marathon”
Intersport – Friday Night Stripes
PPK & The Florida Lottery – The MONOPOLY JACKPOT In It To Spin It Live

Best Use of Video
VMLY&R & Nashville Convention and Visitors Corp – It All Begins With a Song
Jungle Creations, Hasbro & OMD UK  – If Monopoly was real life
Feref & 20th Century Fox – Deadpool 2: Euro Sing Song Competition
ACE Content, Anomaly, Coca-Cola and (RED) – The Last Mile
YouTube – Creators for Change
INNOCEAN USA – Million Mile Elantra

Best User-Generated Content
Sony Electronics Inc. – Be Alpha
Wattpad Brand Partnerships & National Geographic – Planet Or Plastic?
Turner – We Make Fans
Verizon Media – TIAA DIfference Maker 100
Social Native & Crocs
Edelman & Adobe – The Terror Of Undermountain

Most Effective/Measurable Campaign
Christie’s Inc – The Collection of Peggy and David Rockefeller at Christie’s
DoSomething.org – Voter Registration
JPL & The Hershey Company
The Telegraph & Brand USA – Visit USA
Digital Trends – CES Coverage
Express & Mavrck – Express Ambassadors #ExpressYourRules

Most Engaged Brand Community
IBM Originals – Domino
Periscope – Trolli Sour Brite Sneaks
BARK – Where Crazy Dog People Have a Home
Condé Nast Traveler – Women Who Travel
Fullscreen and AT&T – “Guilty Party”
Edelman & Adobe – The Terror Of Undermountain

Most Innovative Use of Content
The Macallan & M Booth – The Macallan Distillery Experience
Expedia Group Media Solutions and Brand USA – Sound Travels
ACE Content & HeadCount – #TheFutureIsVoting
Periscope – Deadpool Anit-SEO
Fullscreen and AT&T – “Guilty Party”
Eko – Walmart Toy Lab

Best Content Marketing Agency
Rogers & Cowan Digital
American Chemical Society – C&EN BrandLab
Influence & Co. 

The 2019 Digiday Content Marketing Awards shortlist was announced via Facebook. You can check out the video below.


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