MMA Adds Wearables to Smarties Awards | Adweek MMA Adds Wearables to Smarties Awards | Adweek
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MMA Expands Award Categories to Include Wearables

Marketers capitalize on Internet of Things

The Mobile Marketing Association has added wearables as a category for its annual Smarties Awards, which celebrates the best mobile campaigns each year during New York’s Advertising Week.

MMA is grouping "wearables" under a wide umbrella of devices including appliances, cars, smartwatches, bands, bracelets, glasses or other objects that snap or clip on to a consumer. Submissions will be judged based on how a device connects to a smartphone or tablet-triggered experience. "What we would look for is how device interacts, whether it be through an app on a phone or tablet, or from the desktop, refrigerator or auto," said Sheryl Daija, the MMA’s chief strategy officer.

With these types of experiences increasingly grabbing more attention from the advertising industry—think Nivea’s mobile-enabled tracking bracelet that snagged a few wins this year at Cannes—wearables are a natural extension for marketers to tout mobile chops that reach beyond smartphone apps.

Wearables fall under the trade organization’s group of channel and media strategy award submissions, which also includes categories like cross-media integration, in-app or gaming advertising, tablet campaign and social media.

Beyond channel and media executions, the other two types of awards that marketers can submit awards for are marketing strategy and technology campaigns. Marketing strategy categories are split up by key performance indicators including branding, lead generation and CRM. The technology category judges campaigns by tactics such as location, innovation, mobile commerce and video.

The MMA is accepting Smarties submissions through June 30, and an awards ceremony will honor the winners in October.

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