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REGGIE Award Categories
Please note that many campaigns fit into multiple categories. When preparing entries, please review all the categories to find the ones that best apply to your campaign.
Programs/campaigns which target a specific age range such as kids, tweens, teens, young adults, Millennials, Gen Z, or seniors. Judges will be looking for how you tailored your messaging and brand experience to reach your specific demographic. Include demographic description, insights, and campaign results.
Programs/campaigns which target business partners, including trade programs, instead of consumers. Entries in this category should be innovative campaigns that were created to communicate or collaborate with another business.
Challenger Brand Marketing
This category recognizes those programs/campaigns that utilized innovative brand activation strategies to support an emerging, disruptor or challenger brand competing against much larger, better funded or more established brands.
Winners of this category have developed or integrated content that engaged, interacted with, entertained, informed, or told a story to a target audience. Entries will demonstrate how they changed, enhanced, or connected with constituents to create a desired behavior. This can include user-generated content, augmented reality, online and offline media, branded entertainment, gaming, narrative, social content, or other types of content, in any form.
Creativity and Innovation
Programs/campaigns that took the marketplace by storm and challenged the status quo with a Big Idea. We are looking for the crème de la crème of Creativity and out-of-the-box thinking. The innovation could be in the activation idea itself or relating to the way it was communicated, the technology used, or media selection. Include the risks you took in your entry, what barriers you overcame, and how you executed your original idea.
Digital, Social or Mobile Marketing
This category welcomes entries in the digital, social, or mobile spaces. It includes programs/campaigns involving either mobile sites, apps, geo-location strategies, email campaigns, and web-based campaigns. Programs/campaigns can be specifically designed to provide a unique online experience or a straightforward path to purchase on a mobile device, or can reward the best use of Social Media tools (Facebook, Twitter, Instagram, Pinterest, TikTok, etc.) targeted to consumers as the primary communication tactic/strategy to reach your objectives.
Experiential Marketing (Live or Virtual)
This category highlights programs/campaigns that touched consumers by allowing them to become active participants through sampling, hands-on product demos, immersive events, tours, or online and offline activities. Campaigns with virtual or other non in-person or on-demand experiences will also compete in this category. Winning campaigns will prove how your customers interacted with your product or service via a sensory experience that made a lasting impression.
Holiday or Seasonal Marketing
This category will recognize those programs/campaigns that utilized innovative brand activation strategies to support a brand that competed in and leveraged the unique aspects of a specific holiday (Valentine’s Day, Easter, Mother’s Day, Halloween) or themed selling season (Spring Cleaning, Back to School).
This category rewards the best use of Influencer Marketing - marketing that utilized individuals, groups of individuals, groups, or associations to help advocate for the brand or product to gain credibility with target consumers as the primary communication tactic/strategy to reach your objectives. Programs/campaigns can include any type of influencers, from mini to TikTok stars to national celebrities, and anything in between.
Innovative Commerce Marketing
Whether you have a packaged goods or a software-as-a service company, or offer a considered purchase or an impulse buy, companies must continue to be innovative in the way they generate commerce or they risk being outflanked by their competitors. This category is for brands that have innovated in their marketing efforts to drive commerce leading to brand growth. Entries welcomed from industry leaders from URL to IRL, Direct-to-Consumer (DTC), Click-and-Collect / Buy Online / Pick Up in Store (BOPIS), experiential flagships, social commerce, and more.
Innovative Use of Marketing Technology
Brought to you by the ANA’s Marketing Futures area, this category will honor those programs/campaigns with innovative topics and emerging trends through technology, including Chatbots, Virtual Reality, Artificial Intelligence, Augmented Reality, Digital Transformation, or others.
Local, Regional or Market Specific Marketing
Programs/campaigns directed toward consumers on a local or regional level or targeted to specific geographic markets. Entries in this category will provide information on how the specific area was selected and explain the process of designing the campaign.
Multicultural or Lifestyle Segment Marketing
Programs/campaigns targeted to specific demographic or lifestyle consumer groups, which can include Hispanic, African-American, Asian, LGBTQ+, People with Disabilities, etc. Entries should prove how the campaign targeted the demographic from inception to execution.
National Consumer Brand Activation Marketing
Campaigns targeted toward consumers on a national level utilizing a cross-discipline brand activation plan. Entries must prove how the team strategized and executed the campaign to reach the masses and demonstrate integrated Brand Activation elements across various touch points.
New Product or Service Launch
Programs/campaigns designed to introduce new products or services into the marketplace. Entries in this category should describe how you identified the opportunity and created your launch plan.
Submissions in this category must be programs/campaigns that involved two or more partners. Entries can be of various types of partnerships - ones involving two or more brands/marketers, or a brand partnering with a cause, film/entertainment property, music property, or sports league/team/governing body. Successful submissions will explain the opportunity between partners and how the collaboration affected results for all partners.
Programs/campaigns that included marketing tactics that directly encouraged purchase; influenced trial, repeat, or quantity of purchase; and were very measurable in volume, share, and profit. Tactics can include couponing, sweepstakes, sampling, special packaging, premiums, licensed properties, refunds, and rebate-related programs.
Purpose, Cause, or Charity Marketing
The ANA Center for Brand Purpose Award is for the program/campaign that makes a positive impact on society via a social cause, an environmental improvement effort, or support of a charity/cause. This can include pro bono campaigns, donations, marketing campaigns developed for the good of a cause, corporate responsibility programs, etc. We want to see the passion behind your campaign and how you effectively made a difference in bringing your brand purpose to life.
Relationship, Loyalty, or CRM Marketing
Relationship marketing is a strategy that emphasizes customer engagement, retention, and satisfaction. It is rooted in building customer loyalty and lasting, long-term engagement with a customer base. Entrants should demonstrate how their program campaign effectively engaged consumers by motivating long-term purchasing behavior and encouraged commitment to the brand over time to generate true brand loyalty via rewards/loyalty, customer engagement, customer experience, CRM, personalized marketing, or email marketing
Shopper Marketing or Retailer-Specific Marketing
Entries in this category are either shopper marketing or omnichannel programs/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 was based on shopper or retail-led insights. If retail-specific, include marketing solutions developed or customized for or by a specific retailer to drive sales. These may be programs that use promotion, merchandising, and other tools, and may be designed around an occasion, holiday, season, category, or store-wide program, either initiated by a retailer or brand. Winning submissions will present the insight(s) and how you drove results for both the retailer and the brand.
Small Budget Brand Activation Marketing (Budget Less than $1,000,000)
This category is for Brand Activation programs/campaigns that achieved magic and effectiveness on a tight budget. And, yes, that’s an all-in number, including media.
Sponsorship or Licensed Property Marketing
Programs/campaigns that involved sponsorship of an existing entity or use of a licensed property to differentiate a brand and activate its positioning. The typical entry in this category has included an entertainment or music-related property, or sports league/team/governing body.
Sports or eSports Marketing
Programs/campaigns that involved a specific sport, league, team, or athlete, either for a live sport or esport, to differentiate a brand and bring the brand's positioning to life. The entry can be for how a brand activated with a sports element, or brand activations for the sport, competition (Olympics, Ryder Cup, etc.), league, team, and/or athlete themselves.