Horizon Awards Honor Pontiac, Nike, Coke

ATLANTA Pontiac, Nike and Coca-Cola were recognized for their marketing programs at the fifth annual Horizon Awards here this week.

The Horizon Awards, sponsored by the Atlanta Sports Council, recognize the nation’s best sports business and sports marketing programs.

Pontiac, a division of General Motors, won in the category of best sports integrated marketing plan for its “Pontiac Game-Changing Performance” program, which lets fans vote for the plays that had the greatest impact on the outcome of a college football or basketball game. Pontiac awards a scholarship to the winning school each week. Publicis Groupe’s Leo Burnett in Detroit created the program.

Nike won for best sports-themed advertising campaign for its television commercial depicting a carnival ride that allows people to be Atlanta Falcon’s quarterback Michael Vick and score a winning touchdown. Wieden + Kennedy of Portland, Ore., created the spot.

Coca-Cola won in the category for best sports experiential marketing campaign for its National Collegiate Athletic Association-Dasani Fest promotion, a traveling concert series.

Awards were also presented to the National Football League as the professional sports organization of the year, Little League Baseball as the amateur sports organization of the year, Jack Roush of Nascar as sports business executive of the year and the Boom Boom HuckJam competition hosted by skateboarder Tony Hawk as the emerging sports property of the year.