First prize honors went to UM London at the Drum’s Marketing on Mobile Awards (MOMA) this year for the agency’s groundbreaking work on Xbox One for Microsoft. UM London led the Integrated Media category with a complex, multi-platform campaign for the launch of Xbox One. In a unique format, the London team created an interactive entertainment hub on a multi-faceted mobile application catering to various gamer demographics. The app served as an ideal complement and preview for Xbox’s new product.
The MOMA’s, now in their second year, honor the top mobile marketing campaigns across the United Kingdom. Categories include Best Increase in ROI, Best Brand Awareness Campaign, and Best Product/Services Launch, all of which focus on rapidly developing and increasingly important smartphone-exclusive initiatives. Rory Behrman, Neil Peace, and Gareth White accepted the award on behalf of the agency.