Constellation Brands and Groove Jones Winner of the 2020 Digiday Awards for Best Use of Mobile
The Digiday Awards is the industry’s annual recognition of the companies, campaigns, and creative modernizing media and marketing. Over the years, these awards have honored leading work from brands, agencies, publishers, and tech providers.
Today Digiday announced the winners of the 2020 Digiday Awards and named Constellation Brands Inc.’s Modelo and Groove Jones the winners in the Best Use of Mobile category. Link to site – https://digiday.com/awards/2020-digiday-awards-winners/
From the announcement – The Digiday Awards are pleased to once again honor brands, publishers and platforms including Ally, M&C Saatchi Group and Comedy Central. For those winners, and every honoree in the guide that follows, 2020 turned out to be a proving ground ripe with risk but also rich with opportunities. Empathy, community and reaching out to people as they navigated a challenging new normal were the threads running through every campaign that our judges recognized.
Best Use of Mobile
- Groove Jones and Constellation Brands, Inc.’s Modelo
- Case Study – https://www.groovejones.com/modelo_ar_dia_de_los_muertos/
Campaign/Program – Day of the Dead comes to life in many ways across the globe, but one thing the celebrations all have in common is rejoicing via food, drink, music, artwork and communal activities. Modelo helped set the scene for the celebration by deploying 10-by-15-foot Day of the Dead themed murals in cities such as Washington D.C., Charleston South Carolina, Miami, Fort Lauderdale and New York. Using their mobile phones, celebrants could bring the murals to life by looking at them through their screens.
Insights – If context is king for brands seeking to match the mood of a given audience, adding to a party is a surefire way to get context right. Modelo dressed up the cities in its campaign with interactive, engaging Day of the Dead imagery that played into the public’s fascination with augmented reality — making a day of fantastical imagery all the more real for customers, old and new.