UM, Sony Electronics and Amazon were awarded Best Mobile Direct Response Campaign at the 2013 Digiday Mobi Awards last month for their “Love to Give Holiday” Connected Devices campaign.

A true testament to the power of collaboration, UM, Sony and Amazon worked together to align marketing efforts for an award-winning campaign with first mover programs including first partner to utilize rich media spanning mobile and Kindle Fire; first partner to run a Black Friday and Cyber Monday rich media connected devices campaign; and first partner on Kindle Fire to promote multiple consumer electronics product categories.

The Digiday Mobi win demonstrates the value of partnership across Sony Electronics, Amazon and UM.  Working together, they have more closely aligned all marketing efforts from brand activation, marketing communication, branded integration, product merchandising, shopper marketing and sales. This has allowed for a faster and more effective response to real-time business needs and has resulted in various first mover programs with, new advertising placements, and creative testing.

The Digiday Mobi Awards honor overall excellence and breakthrough innovation in mobile media, marketing and advertising. Judges for this global award included industry experts from the brand marketer, agency and publisher segments. Sony Electronics, Amazon and UM faced strong competition from finalists HBO with “PHD” and with “Fetch.”

A round of applause to the talented teams who worked on this spectacular campaign, proving that collaboration combined with Curiosity can produce amazing results.

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