Holly Cow! 7-Eleven and FreshWorks Win The Super Reggie Award
Day two of PMA's Annual Integrated Marketing Conference wrapped up on Wednesday night at the Chicago Marriott Downtown Magnificent Mile hotel with the 25th Annual REGGIE live Awards Ceremony that featured 25 years of the best promotion and integrated marketing campaigns. 7-Eleven along with their agency, FreshWorks, took home the coveted Supper Reggie award this year for their Simpson’s Kwik E-Mart campaign. In celebration of the 25th Anniversary they were presented with a 72 lb. antique cash register.
Featured in this picture left to right are: Bobbi Merkel, director of convergence at FreshWorks; Rita Bargerhuff, VP marketing, 7-Eleven, Inc.; Lynda Oliver, GM of FreshWorks; Rita Drucker, VP of domestic theatrical promotions at Twentieth Century FOX. Rita spoke about this campaign during a entertainment marketing session at the
conference the day before. I had the pleasure of sitting with these women at lunch on day one of the conference and got to learn a little more about how their team works. Congratulations to all of you for a great job.
Back in July when The Simpsons Movie was just released in theaters I wrote this post describing the marketing partners that got on board with different promotions associated with this release. 7-Eleven and their agency FreshWorks worked with Fox Studios and Gracie Films to create what would become this award-wining campaign. 
Twelve 7-Eleven stores were converted into Kwik-E-Marts (the fictional convenience store from The Simpsons for those that may not know). The Slurpee beverage was temporarily changed to “Squishee,” and new Sprinklicious Donuts filled bakery cases. Manufacturing partners were enlisted to create products like Buzz cola, KrustyO’s brand cereal and Radioactive Man comic books (Issue No. 711). Consumers were finally able to live like a Simpson at 7-Eleven.
“Each year, the PMA REGGIE Awards honors some of the most creative, well-executed, results-driven integrated marketing campaigns,” said Bonnie Carlson, president of the PMA. “FreshWorks and 7-Eleven delivered the largest-scale promotion to hit the convenience retail channel, and the first ever, real life Simpsons experience. It is fitting that they got to take home the 72 lb cash register Super REGGIE Award for a campaign that made the cash registers ring.”
Gold, Silver and Bronze REGGIE Award-winning campaigns were announced in 16 categories. Other multi-REGGIE Award-winning campaigns included: The Sopranos A&E Connection (two Gold REGGIES); McDonald's Shrek (one Gold REGGIE, one Silver REGGIE); SPIDER-MAN WEEK IN NYC (one Gold REGGIE, one Silver REGGIE); and My GRAMMY Moment (one Silver REGGIE, one Bronze REGGIE).
The Gold, Silver and Bronze REGGIE Award winners in each of the 16 categories are as follows:
National Consumer - Budget over $5 million
Gold: The Starter Wife Campaign (Client: USA Network; Agency: In-House)
Silver: McDonald's Shrek (Client: McDonald’s; Agency: Arc Worldwide)
Bronze: Bee Movie Theatrical Program (Client: DreamWorks Animation; Agency: In-House)
National Consumer - Budget between $1 million and $5 million
Gold: Welcome to Stacy's (Client: Stacy's Pita Chip Company; Agency: TracyLocke)
Silver: The Sopranos A&E Connection Game (Client: A&E; Agency: Civic Entertainment Group)
Bronze: My GRAMMY Moment (Client: The Recording Academy; Agency: In-House)
National Consumer - Budget under $1 million
Gold: The Sopranos A&E Connection (Client: A&E Television Network; Agency: Civic Entertainment Group)
Silver: HOP Across America (Client:Hooked On Phonics; Agency: Civic Entertainment Group and Engage Marketing)
Bronze: Silk Soymilk "Green Caps for Green Energy" (Client: WhiteWave Foods; Agency: The Integer Group)
Bronze: Night At The Museum TREX TREK (Client: Twentieth Century Fox Home Entertainment; Agency: The Borden Agency)
Local, Regional Market - Budget over $1 million
Gold: 7-Eleven/ Simpsons and Kwik-E-Mart (Client: 7-Eleven; Agency: FreshWorks)
Silver: Maxwell House Brew Some Good (Client: Maxwell House; Agency: OgilvyAction)
Bronze: Charmin NYC Restroom Experience (Client: Procter & Gamble;
Agency: Gigunda Group, Inc.)
Local, Regional Market - Budget under $1 million
Gold: SPIDER-MAN WEEK IN NYC (Client: Columbia Tristar Marketing Group; Agency: NYC & Company)
Silver: Free Food on Your Phone! (Client: Hardee’s; Agency: CellFire, Inc.)
Bronze: Inspire Change (Client: Seeds of Change; Agency: Alcone Marketing Group)
Multi-Partner Promotion - three or more partners (No budgetary parameters)
Gold: The world is going yellow in celebration of the Simpsons movie (Client: 20th Century Fox; Agency: In-House)
Silver: 7-Eleven/ Simpsons and Kwik-E-Mart (Client: 7-Eleven Agency: FreshWorks)
Bronze: The Starter Wife multi-partner campaign (Client: USA Network;
Agency: In-House)
Business-to-Business (includes trade promotion) (No budgetary parameters)
Gold: Gatorade/ All-Stars VPI Program (Client: The Gatorade Company; Agency: TPN)
Silver: Chase the Extraordinary (Client: InterContinental Hotels Group/Hotel Management Group; Agency: US Concepts)
Bronze: Girls Gone Wired (B2B) (Client: Oxygen Media; Agency: GEM Group, Inc.)
Multi-cultural/Ethnic (No budgetary parameters)
Gold: Scott Dichonario (Client: Kimberly-Clark; Agency: MASS Hispanic Marketing)
Silver: WonkaArte "Dia de los Muertos" Program (Client: Wonka;
Agency: Bromley Communications)
Bronze: Herbal Essences RBD (Client: Procter & Gamble; Agency: Leo Burnett, Arc Worldwide & SMG)
Digital (No budgetary parameters)
Gold: The Sopranos A&E Connection (Client: A&E Television Network; Agency: Civic Entertainment Group)
Silver: My GRAMMY Moment (Client: The Recording Company; Agency: In-House)
Bronze: Degree / 24 (Client: Twentieth Century Fox Licensing & Merchandising; Agency: MindShare)
Cause/Community Outreach (No Budgetary parameters)
Gold: Tide CleanStart Mobile Laundromat (Client: Procter & Gamble; Agency: Gigunda Group, Inc.)
Silver: Yahoo! Be A Better Planet (Client: Yahoo!; Agency: In-House)
Bronze: The National 9/11 Memorial & Museum at the World Trade Center 9/11 Tribute Exhibition (Client: National 9/11 Memorial & Museum; Agency: Octagon, Jack Morton & Weber Shandwick PR)
Experiential Marketing - Budget under $1 million
Gold: Godiva "Decadence Goes Mobile" (Client: Godiva Chocolatier; Agency: Eastwest Marketing Group)
Silver: SPIDER-MAN WEEK IN NYC (Client: Columbia Tristar Marketing Group; Agency: NYC & Company)
Bronze: Take Off and Tune In (Client: A&E Television Network; Agency: Civic Entertainment Group)
Experiential Marketing - Budget over $1 million
Gold: 7-Eleven/ Simpsons and Kwik-E-Mart (Client: 7-Eleven; Agency: FreshWorks)
Silver: Sony (Alpha) DSLR Tour (Client: Sony; Agency: Gigunda Group, Inc.)
Bronze: World Vision Experience: Aids (Client: World Vision Organization; Agency: The Brand Experience)
Shopper Marketing (No budgetary parameters)
Gold: It's a "Tween Thing" at Toys "R" Us (Client: Disney Consumer Products;
Agency: In-House)
Silver: Sony HD Test Drive (Client: Sony; Agency: PowerPact, LLC)
Bronze: Bounty Re-launch (Client: Procter & Gamble; Agency: The Integer Group)
Age Specific (No budgetary parameters)
Gold: Rescuing Recess (Client: Cartoon Network; Agency: Arc Worldwide)
Gold: McDonald's Shrek (Client: McDonald’s; Agency: Arc Worldwide)
Silver: Hannah Montana MyConcert Memory Book Presented by HP (Client: Disney Online/Hollywood Records/HP; Agency: Disney Online In-House)
Bronze: AT&T World's Loudest Pep Rally (Client: AT&T; Agency: The Marketing Arm)
Small Budget - Budget less than $100,000
Gold: Early Times Reel in a Million (Client: Brown Forman; Agency: PriceWeber)
Silver: Bon Appetite and Bon Voyage; Lactalis USA, the Official Cheese of Ratatouille (Client: Lactalis, USA; Agency: Eric Mower and Associates)
Bronze: Kellogg's Pop-tarts Splitz Create Your Own Webisode (Client: Cartoon Network; Agency: In-House)
New Product Launch (No budgetary parameters)
Gold: GlaxoSmithKline alli Product Launch (Client: GlaxoSmithKline; Agency: Draftfcb Chicago)
Silver: alli U - Hispanic Grass Roots Initiative (Client: GlaxoSmithKline; Agency: Casanova Pendrill)
Bronze: Volkswagen Touareg 2 Launch: The Bourne Ultimatum (Client: Volkswagen; Agency: In-House)
Full campaign summaries are available here on the PMA Website. Congratulations to all the winners.
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