2013 REGGIE AWARD CATEGORIES

A. NEW National Consumer Campaigns (Budget over $3,000,000)

Campaigns or portions of campaigns targeted toward consumers on a national level.

B. NEW National Consumer Campaigns (Budget under $3,000,000)

Campaigns or portions of campaigns targeted toward consumers on a national level.

C. Local, Regional Market Campaigns 

Campaigns directed toward consumers on a local or regional level, or targeted to specific geographic markets.

D. NEW Multi-Partner/Sponsor Campaigns (No budgetary parameters)

Campaigns that involved three or more marketing partners or sponsorship to help differentiate a brand and bring the brand's positioning to life. Over the years, the typical entry in this category has included an entertainment property or sports league/team/governing body that involves multiple partners or sponsors.

E. Business-to-Business Campaigns  (No budgetary parameters)

This category is for campaigns targeting business partners, including trade programs.

F. Multicultural/Lifestyle Segment (No Budgetary parameters)

Programs targeted to specific demographic or lifestyle groups, which can include multicultural, ethnic, LGBT, etc. consumers within the U.S.

G. NEW Marketing for Digital Devices

This includes MOBILE SITES, APPS, GEO-LOCATION STRATEGIES, EMAIL, WEB-BASED CAMPAIGNS, ETC. These strategies must somehow target the user's digital or mobile device. (See Social Media for online campaigns)

H. Social Media Campaigns

This category rewards the best use of social media tools (FB, Twitter, or independent campaign spread virally through a social network, etc.), as the primary communication tactic/strategy.

I. Best Cause, Green or Corporate Responsibility Marketing Campaigns (No budgetary parameters)

Awarded to the campaign that does the most to market a product or service while making a positive impact on a social cause, environmental improvement effort or charity.  

J. Experiential Marketing Campaigns (Budget over $1,000,000)

Campaigns that utilized event marketing as their main focus.

K. Experiential Marketing Campaigns (Budget under $1,000,000)

Campaigns that utilized event marketing as their main focus.

L. Shopper Marketing Campaigns (No budgetary parameters)

Entries in this category are insight-based, shopper-focused campaigns developed by the brand (or jointly with brand/retailer) to reach shoppers through retail partners. Retailers are eligible to enter this category directly if the campaign is based on retail-led insights.

M. Retailer-Specific Programs

Marketing solutions developed for or by specific retailers to drive sales. These may be programs that use promotion, merchandising and other tools, and may be themed around an occasion, holiday, season, category, or store-wide program.

N. Age-Specific Campaigns (No budgetary parameters)

Campaigns or portions of programs targeted toward kids, teens, tweens, seniors or young adults.

O. NEW Small Budget Campaigns (Budget less than $250,000)

This category is for programs that achieved magic and effectiveness on a tight budget. And, yes, that's an all-in number, including media.

P. New Product Launch (No budgetary parameters)

Campaigns whose purpose was to introduce new products or services to the marketplace

Q. International/ Global (No Budgetary parameters)

Promotions or part of promotions that took place in one or more countries outside of the country of origin.

R. NEW Emerging Brands and Start-ups
Brands that filled a void in the market and have made a splash in consumer recognition against already established retailers.

S. NEW Creativity & Innovation
Campaigns that so took a risk creatively or challenged status quo. We are looking for the creme de la creme of  out-of-the-box thinking.

T. NEW Gamification
Campaigns that engaged the consumer through a gaming campaign - i.e. contests, sweepstakes, competitions, etc.