The Categories

The full list of the 2020 Innovation SABRE Awards - North America categories.

Basic entry - $350

Includes one entry + one category selection. Additional categories for each entry are $75.

The Innovation SABRE Awards

The $350 entry fee includes one category, each additional category is $75.

Experiential Marketing

1. Best in Live Events
This category includes activities that focus on people attending events, including live shows/concerts, guerilla marketing, flash mobs, in-store customer experiences, promotional stunts, etc.
2. Best in Digital Promo & Activation
This category includes any online/social media activity that leads to direct sales, prospecting, donations or other calls to action on online or social media platforms.
3. Best in Sponsorships
This category recognizes both the planning and execution of sponsorship activities and pr support to leverage that sponsorship.
4. Best in Trade Shows & Awards
This category recognizes the planning and execution of trade shows, speaking and awards programs. for example, securing top-tier media for a client at crowded, noisy trade show or securing strategic speaking opportunities for a client.

Earned Media

These submissions should be anchored in a single piece of excellent earned coverage. The anchor media can be supported with additional pieces of coverage and/or syndication to show additional reach, scope and impact. Please include the anchor coverage or link to it in the submission.

5. Best in Digital/Print Consumer Media (Earned)
This category recognizes exceptional, consumer coverage that is earned on digital or traditional media. excludes paid content.
6. Best in Digital/Print B2B Media (Earned)
This category recognizes exceptional, b2b coverage that is earned on digital or traditional media. excludes paid content.
7. Best in Broadcast Media (Earned)
This includes exceptional broadcast coverage — online segments, tv talk shows, radio shows, podcasts, etc — earned on digital or traditional media. excludes paid content.
8. Best in Product Reviews (Earned)
This includes an exceptional print/digital/broadcast product review featured in any influential media, including news sites, subject matter sites, blogs, podcasts, etc.
9. Best Earned Media with Influencers + Communities
This includes print or broadcast placements on influential third-party sites that are not media entities, for instance subject matter expert blogs, parenting blogs, youtube experts, etc. excludes paid content.
10. Best Persuasive Content
Includes content intended to persuade and/or change thinking, including speeches, opinion pieces, award entries, etc. this category is open to paid or unpaid placements, the emphasis is on the power of the piece to persuade.
11. Best Content Creation for Media Sites (Earned)
This includes content strategically created and placed — via earned/unpaid means — in any news media, subject matter blog, etc. does not include paid placements.

Sponsored & Paid Media

These submissions should be anchored in a single piece of paid or sponsored media that should be included *within* the entry. The lead media can be supported with additional pieces of coverage and/or syndication to show additional reach, scope and impact.

12. Best Content Creation for Media Sites (Paid)
This includes content strategically created and placed — via paid means — in any news media, subject matter blog, etc. .
13. Best Influencer Programs + Endorsements (Paid)
This includes securing a paid role for a product or company on social media via an influencer program, entertainment vehicle (film, tv show, online etc.) and/or securing an endorsement from celebrities or other influencers.
14. Best Media Partnership
This category includes any strategic brand/media partnerships, for example to promote an event, conduct a survey, etc.
15. Best SEO/Content Distribution Program (Paid + Organic)
This includes initiatives designed to boost seo and the distribution of content, including organic and paid seo initiatives paid content distribution/syndicates and paid social media placements.
16. Best in Digital Marketing/Advertising
This includes any online marketing/advertising, including interactive content/advertising, email marketing, e-commerce, qr codes, etc.

Social Media & Community Management

17. Best Use of Integrated Social Media
This category recognizes brands that strategically integrate outreach across social channels to build, reach and engage communities and audiences.
18. Best Use of Social Networks
This category spotlights innovative use social networks (like facebook, twitter and/or linkedin or other similar platforms) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
19. Best Use of Video Networks
This category recognizes the best use of video networks (like youtube, facebook video, vimeo or other similar platforms) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
20. Best Use of Photo Networks
This category evaluates the best use of photo networks (like tumblr, pinterest, snap and/or instagram or similar platforms) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
21. Best Use of Online Publishing
This category evaluates the best use of online publishing platforms (like medium, owned blogs, linkedin publishing and others) for thought-leadership, engagement, recruiting, community building, crowdsourcing, real-time/crisis response, etc.
22. Best in Crowdsourcing & Co-creating
The best use of social media communities to source ideas, content, product iteration or any other initiatives co-created between the community and brand.
23. Best in Real-time Engagement
This includes using social media to respond in real-time to crises or related breaking news or events that impact a brand and/or its community.
24. Best Meme/Viral Campaign
The best idea, image, or video that resonates culturally with audiences.
25. Best Use of Gamification/User-Generated Contests
This category includes online and offline games and competitions to engage audiences and/or build communities.

Brand Content & Creativity

Please include the content that’s being evaluated within your submission.

26. Best in Brand Narratives
This category recognizes all forms of storytelling content (text, video, podcast, etc) that is created and used by a brand tell its story and engage audiences. .
27. Best in Digital Brand Platforms
This category recognizes websites, microsites, downloadable apps, email marketing and other technical content to support brand narratives and storytelling.
28. Best in Brand Film/Video
This includes informational/educational, entertainment-oriented and other video content developed to tell a brand’s story and engage audiences.
29. Best in Brand Animation
This category looks specifically at the quality and delivery of animation videos used by a brand tell its story and engage audiences. .
30. Best Use of Illustrations + Photography
This category recognizes the use of infographics, visual design, photography, typography, etc to communicate a brand’s story to audiences.
31. Best in Audio: Podcasts + Music
This category looks specifically at brands tapping into podcasts or using music to tell their story.
32. Best in Identity Branding
This category includes any brand and identity work, including logos, posters, package design, marketing collateral, etc.
33. Best in Social Good + Public Service
This includes cause brand marketing campaigns, corporate-community partnerships, public service work and pro bono work.
34. Best in Brand Purpose
The category recognizes brand narratives and creative assets that communicate, activate or engage audiences around a brand's purpose or mission beyond its business objectives.

Analytics + Insights

35. Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting
This category recognizes efforts designed to guide campaign planning by unearthing audience insights or more precise influencer targeting.
36. Best Use of Original/Commissioned Research for PR
This category recognizes original or commissioned research conducted to support public relations or other communications initiatives.
37. Best in Measurement, Post-Campaign Analysis
This category recognizes research — such as surveys, focus groups or software — designed to measure the impact of a campaign or other pr/marketing initiative.
38. Best in Marketing Technology
This category recognizes excellence in marketing technologies developed by a brand, agency or vendor for influencer targeting, content amplification/distribution, social listening, etc — such as influencer databases, wire services, etc. .

Agency Spotlight

39. Best Agency Disruption
This category recognizes agencies that are disrupting the traditional ways of doing business — whether this is with innovative management practices or tools and tactics move the industry towards the future.
40. Best Agency Publishing Platform
This category recognizes agencies that are producing stellar content,and thought-leadership whether that's through online publishing, social media, podcasts, digital publications, print books — or beyond.
41. Most Innovative Recruitment/Retention Initiative
The category looks to recognize agencies that implement innovative recruitment or retention strategies to keep employees engaged and involved. .
42. Most Innovative Diversity & Inclusion Initiative
This category looks to recognize agencies that are addressing the industry's diversity and inclusion challenges with innovative and effective initiatives. .
43. Best Live Event - Agency
This category recognizes agencies that use either external events — such as marketing summits, sxsw, cannes lions — or hosted events — such as salons, roundtables, panels — to connect with audiences, tell their story and build their profile.

Special Campaigns

Best Use of Social Media/Digital Engagement Across Sectors. These categories recognize the unique opportunities and challenges in using innovative channels for various sectors and audiences.

44. Corporate/B2B
45. Consumer
46. Healthcare
47. Financial Sector
48. Social Good/Non-profit
49. Social Purpose
50. Politics/Public Affairs/Lobbying/Government
51. Technology
52. Employee Engagement
53. Crisis/Issues Management
54. Lean Marketing
This category recognizes campaigns that were conducted for under $50k for the full duration of the project.
55. Micro Marketing
This category recognizes campaigns that were conducted for under $25k for the full duration of the project.

New to Market

This category recognizes work done to bring new brands, new technology or new products to market.

56. Best New Company Launch
This category recognizes work done to bring new brands, new technology or new products to market, including ipos.
57. Best New Product Launch
This category recognizes work done to bring new brands, new technology or new products to market.

Innovation Excellence

58. Innovator of the Year: Student (Pro Bono Category)
This category recognizes a communications/public relations student who is moving the industry forward with new ideas around products, services and/or business practices.
59. Most Innovative Agency Initiative
This category looks at ground-breaking initiatives that agencies undertake to spur creativity, innovation, retention or other factors that foster an innovative and creative culture.
60. Innovator of the Year — Agency
61. Innovator of the Year — Brand
62. Innovator of the Year — Business Leader