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.

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