What the LVIMA Awards Show Can Teach Us About the Mobile-First Consumer

12/10/15

I had the great pleasure of being a judge in this year’s Las Vegas Innovation Marketing Association awards, the winners of which were announced last night in a delightfully schmaltzy gala – the likes of which could only happen in Las Vegas. I have always had a soft spot for the interactive marketing community in Las Vegas. While the market is a bit smaller than, say, NYC or Chicago, the level of activity and creativity is absolutely tremendous.

At first pass, you might think that the over-the-top brands that pack The Strip are the enablers of this level of activity and excitement. But what’s most interesting to me is that MOST BRANDS – not “just” the big casinos and destinations – are represented by great work. Though it doesn’t hurt when you can throw in some video clips of Cirque acrobats now and again! 😉

If I had to think of a term that embodied what the winning executions share, it’s the focus on integration – in message, media, and the devices reached by various programs and elements.  There were two aspects I’d like to focus on here: 1)the amount of mobile friendly work in the show as well as 2)the use of immersive apps and app-like experiences to deliver the essence of brands on the small screen.

Further, it was the ways in which the brands and agencies leveraged the unique characteristics of mobile that impressed me most. Map- and location-based layers and components abounded, as did mobile-friendly video, which we all know is among the fastest growing sectors of digital.

The best-in-show for the event was from the Las Vegas Convention and Visitors Association – an experience called GeoVegas. This mobile-first experience enables users to define an ideal Vegas experience based upon their personal interests. This outstanding experiential creative showcases both the astounding visuals of Vegas with great information, maps, menus and more. See the live experience here.

LVIMA LVCVA

LVIMA GeoVegas

Another personal favorite of mine was a campaign from the Stratosphere Hotel, entitled Take Vegas Back. This program was geared to create a visceral, emotional connection between the user and the idea that a more value-oriented Vegas experience is true to the original spirit of the destination.

LVIMA Take Vegas Back

I also personally loved the game unit from the Mob Museum – the Mob Nickname Generator. Nothing whatsoever to do with mobile, but oh so very Vegas.

LVIMA Mob Museum

These awards certainly made it clear to me that the Las Vegas interactive community knows how to leverage the phone – and bring a unique creative perspective to their marketing challenges and messages. Find out more about LVIMA and their awards here.

 

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