MMA Smarties Awards

Honoring innovation, creativity and success in mobile marketing

Browse all case studies

About the Awards

The MMA Smarties Awards is a global mobile marketing awards program presented by the Mobile Marketing Association to honor innovation, creativity and success.

The most recent Awards were announced in September 2017 and winning cases studies are available to read here on WARC.

Find out more about the MMA

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Global Best in Show


Yasmin's Sex-Ed Revolution

Brand Yasmin
Agency PHD China
Region APAC

Yasmin increased sales of its contraceptive pill in China by educating young people about safer sex – in a country where sex education is poor and abortion rates are high – by producing two gender-specific sex-ed videos and putting them into every student's daily curriculum as a must-take class.

Guides were also shared in Weibo and on a livestream, resulting in a 68% increase in brand awareness and a 28% rise in sales.

Selected Global Gold winners


Snapchat Hack

Brand Maybelline
Agency TBWA\ Singapore
Region APAC

Maybelline launched the 'Be Your Own Filter' campaign to spread the message that the only 'filter' needed for a flawless, Snapchat-filtered complexion is Maybelline's Dream Velvet Foundation.


Can't Stop

Brand Samsung
Agency R/GA
Region NA

Samsung created an exclusive 30-minute mix by DJ/Producer Diplo that only plays while the listener is moving to launch its new fitness devices.


Shell App for Connected Car

Brand Shell
Region EMEA

Shell created a mobile app to improve its relationship with its customers by providing relevant services globally such as 'Fill up & Go' and 'Shell Drive'.


Inspiring the Athlete Within Every Woman

Brand NIKE
Agency Mindshare India
Region APAC

Nike created 'Da Da Ding', a music video featuring female athletes to act as a call-to-arms for young girls to let them know that they are as much athletes as they are women.



Brand McDonald's
Agency VML Sydney
Region APAC

McDonald's created 'Snaplications', an instant job application through Snapchat, to get young people excited about the prospect of a job at McDonald's.

Warner Bros. Pictures

Miracles On the Hudson: An Aerial Virtual Reality Experience

Brand Warner Bros. Pictures
Agency Turner
Region NA

Warner Bros developed an aerial VR experience video to advertise the film 'Sully: Miracle on the Hudson', which retraces the flight path of US Airways flight 1549 over Manhattan and into the Hudson river.

Further Gold winners


Brand Manulife International
Agency PHD Hong Kong
Region APAC

Social Enablers

Brand Pizza Hut
Agency Mindshare
Region APAC

Suppertime Stories

Brand KFC
Agency Ogilvy Johannesburg
Region EMEA

Influencing the In-Store Influencers

Brand Linksys
Region NA

McDonald's Monopoly App

Brand McDonald's Australia
Agency VML Sydney
Region APAC

Axelerate Find Your Magic

Brand Unilever Indonesia/AXE
Agency Mindshare Indonesia
Region APAC

Anonymous Friend

Brand Alcoholics Anonymous
Agency J.Walter Thompson Brazil
Region LATAM

M Live GeoFencing Surprise & Delight Platform

Brand Marriott International
Region NA


Pocket Dentist

Brand Colgate Palmolive India
Agency Red Fuse Communications
Region NA

T-Mobile Tuesdays

Brand T-Mobile
Agency The Marketing Store
Region NA BotBot

Agency R/GA San Francisco
Region NA

Mobile Makeover for Gamers

Brand L’Oréal
Agency Mindshare China
Region APAC

Maybelline Proves E-Commerce and Livestreaming Were Made For Each Other

Brand Maybelline New York
Agency Mindshare China
Region APAC

Dunkin' Donuts On The Go Mobile Ordering

Brand Dunkin' Donuts
Agency Trilia Media
Region NA

Reinenting the Athlete Tour

Brand NIKE China
Agency Mindshare China
Region APAC

Softlogic Life: Campaign That Saved 2500 Lives

Brand Softlogic Life
Agency Mindshare Sri Lanka
Region APAC

Rede de Justica Virtual Reality

Brand Rede de Justica
Agency J.Walter Thompson Brazil
Region LATAM

The Marriott Mobile App

Brand Marriott International
Agency Marriott International
Region NA


Reading and Leeds Festival 2017

Brand Festival Republic
Agency Gameloft Advertising Solutions
Region EMEA

Eco Alarm

Brand Fundación Banco de Bosques
Agency Wunderman Buenos Aires
Region LATAM

Celebrity Endorsement in the Age of Social Media

Brand Maybelline
Agency Mindshare China
Region APAC

From Inside the Plot

Brand FIAT
Agency People Initiative, Zer Medya, Genart Medya, Show TV, Leo Burnett, Voden
Region EMEA

Galaxy A: Say A

Brand Samsung Vietnam
Agency Leo Burnett Vietnam
Region APAC

Tour de Tech

Brand Braintree
Agency Havas Media
Region EMEA

Coca-Cola Refresh and Top-Up

Brand Coca-Cola Myanmar
Agency Fulcram Myanmar
Region APAC