GLOBAL: Campaigns for confectionery brand M&M’s in Brazil, and The LEGO Batman Movie and Suzuki in the UK, are among the winners announced today in the Effective Use of Partnerships & Sponsorships category in the 2017 WARC Media Awards.

The category sets out to show how collaborations with third parties, including native advertising and sponsorships, have helped brands meet business goals. In addition to the Grand Prix, a total of two Golds, three Silvers and three Bronzes were awarded alongside three Special Awards. Full details of the winners can be found on the Awards website.

The Grand Prix was won by a campaign by Almap BBDO for M&M’s using sponsorship of Game of Thrones and amusing posts on social media to increase sales and market share in Brazil. In Do not watch Game of Thrones!, M&M’s characters declared war against the popular TV series, urging people to avoid the show and save M&M’s.

“The M&M’s activity pushed Game of Thrones with strong integration. So the two partners worked together to help each other's objectives very strongly,” said Stuart Wareman, Director of Strategic Alliances & Partnerships, Europe, Marriott International and a member of the judging panel.

One Gold went to a UK campaign by Suzuki’s in-house team and the7stars that helped sales grow 9% in a category that declined 2%.

With #SuzukiSaturdays, the auto brand sponsored broadcaster ITV’s iconic Saturday Night entertainment programme and collaborated with its stars to produce a series of short films that aired on social and television. This also took the Successful Sponsorship award, for the best example of a brand effectively aligning itself with an entertainment property or a sporting event.

The second Gold was won by PHD’s campaign for The LEGO Batman Movie, in which the Batman character took over continuity announcements on Channel 4 – the highest converting channel for 16-34s – during peak time for four consecutive evenings. Batman Barges In helped 18% more of this age group see the movie than the genre average.

The Collaboration with an Influencer Award, for the most effective partnership with an influencer appropriate for the target market, was taken by Asahi’s pre-mixed drink Vodka Cruiser, with TV Live on Facebook which used an interactive branded ‘TV show’ to reconnect to young women in Australia.

Turkcell’s BiP messaging app won the Effective Native Award, for a native campaign that helped a brand meet its business objectives, with Habit injection, which used media partnerships to supplant WhatsApp as the messaging app of choice.

Readers can register for Lessons from the WARC Media Awards, a WARC event taking place on February 6, where they can hear some of the category judges, including Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, and Tim Crow, a non-executive director, writer and speaker, reflect on the trends and themes they have observed.

Sourced from WARC