This year's Digiday Media Buying and Planning Awards showcased innovative campaigns prioritizing technology-driven storytelling and immersive experiences. Notable nominees included Snapchat and LEGO's Bricktacular AR game, which engaged users in creative play with over 1 million unique creations. Disney Entertainment's campaign for "Agatha All Along" on Disney+ set a new creative standard by integrating omnichannel strategies, generating 870 million impressions and boosting engagement significantly. These efforts illustrate a shift towards interactive experiences, emphasizing the importance of strategic brand partnerships in the evolving digital landscape.
The campaign's global impact cemented LEGO's relevance among adult audiences while pushing the boundaries of AR as a tool for engagement and creativity.
By integrating awareness, acquisition and engagement strategies, Disney Entertainment set a new standard for creative digital campaigns, leveraging interactive experiences to deepen fan connection and expand Disney+'s reach.
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