Airbnb, Twitter, MLB, Heineken: The Drum Experience Awards 2019 winners

Amplify and Airbnb snapped up the Grand Prix as well as Brand Activation as Part of an Integrated Marketing Campaign of the Year, Innovative Experience of the Year and Digital/Social Experience of the Year for 'Night at the Louvre'.

Amplify were challenged to bring a unique partnership to life between Airbnb and the Louvre by connecting new audiences in France and across the world.

The agency created a once in a lifetime experience with the pair, giving two lucky winners the opportunity to spend an evening exploring the French museum. Guests spent the night looking out from under the Louvre’s pyramid.

Night At The Louvre proved to be Airbnb’s most successful Night At… experience with Amplify’s cinematic short film gaining 4.4m YouTube video completions and 2,700+ PR and broadcast hits across 90 countries.

Member of the jury, Sarah Baumann, managing director, London, Vayner Media said: "The Airbnb ‘night at the Louvre’ took our breath away on so many levels. From persevering and gaining access to the Louvre (not remotely easy), to the absolute exquisiteness of the execution through to the buzz and reach it created, it excelled on every level.

"It was a best in class example of how a perfectly conceived experience can work with social media to help millions feel the AirBnB experience."

Scottish Twitter, one of the internet's funniest communities. What's not to love about phonetically written tweets of Scottish culture?

Flying Object and Twitter believed it deserved a place at one of the world’s largest comedy festivals: the Edinburgh Fringe. Visit #ScottishTwitter was a parody tourist information centre based at the Fringe, with over a hundred Tweets from country’s finest keyboard comedians on display.

The centre was a success and Twitter were able to show how it could be a rich, welcoming and enjoyable experience with that message conveyed to an enormous audience. It reached the homepage of Reddit and press publications including both Scottish national and UK national outlets.

Chair of the jury and head of National Events at Reach PLC, Michelle Linaker awarded this campaign her coveted accolade, the Chair Award. She said: "Looking through all of the amazing entries it was great to see so many clever and creative big budget productions. The thing that stood out to me and made me pick this winner was the creativity and absolute link to brand, without the big budget.

"They really started with the clients objective, thought about their audience and created an event that was brilliant and engaging."

Imagination Ltd and MLB snapped the New Event of the Year and Sports Experience of the Year accolades for three day festival, London Yards.

In support of the inaugural MLB London Series it involved digital and physical baseball activations, live screenings, ballpark inspired food and drink, and live music and DJs.

The festival ensured that visitors had deep and meaningful experience in person, whilst also creating content that could be broadcast out to further audiences online. 13,115 visitors attended the event, while 12.3m more were reached through social media.

Judge and group managing director of The Current Collective, Damian Charles said: "The benchmark of a good brand experience is one where you wish you had either created it or actually experienced it and this ticked both those boxes! A cracking event bringing the best that American baseball has to offer to London.

"A truly engaging experience where the customer was plonked bang smack in the middle. American sport is great at delivering the ‘added value’ beyond just the game itself and this really addressed both the fans of baseball and the ‘fans to be’. A thoroughly deserved win Imagination, well done."

Full list of winners

Grand Prix/ Brand Activation as Part of an Integrated Marketing Campaign of the Year/ Innovative Experience of the Year/ Digital-Social Experience of the Year

Amplify for Airbnb

Chair’s Award

Flying Object for Twitter

Special Recognition

20 Years: Pride of Britain Awards

Experience Agency of the Year - Under 40 staff

XYZ

Experience Agency of the Year - 40+ staff

Amplify

Event Team of the Year - Under 40 staff

White Label LIVE Events

Event Team of the Year - 40+ staff

Amplify

Staffing Agency of the Year

MASH Staffing

Venue Team of the Year

East Wintergarden- Canary Wharf

B2B Experience of the Year

George P. Johnson for Cisco

B2C Experience of the Year

TRO Group for Mini

Sponsorship Activation/Event of the Year

BrandBase for ABN AMRO

Brand Activation at a Festival or Large-Scale Event of the Year

BrandFuel for Google

Retail/In-Store Experiential Brand Activation of the Year

Amplify for Google

Brand Activation with Invited Audience of the Year

XYZ for New Era

Product Launch/Relaunch Experience of the Year

Amplify for Google

New Event of the Year/Sports Experience of the Year

Imagination Ltd for MLB

Conference/Exhibition of the Year

Wonder London for Google

Corporate Event of the Year

Lively Worldwide ltd for Streaming Service

In-House Event of the Year

White Label Live Events for King

Event Technology of the Year

Projection Artworks for Muzeum 1939

Event Technology of the Year

Flashmat for D&AD

Event Production of the Year

INVNT for Samsung

Culinary Experience

Space, Cow PR & St Luke's for Heineken

Community or Not-for-profit Experience

MKTG UK for The Whitfield Street Soup Kitchen

Large Event of the Year

The Manual London for ROQU Media

Small Event of the Year

HeyHuman for Guinness Africa

Open Air Experience of the Year

BrandBase for Shell

The Drum Experience Awards 2019 took place at The London Marriot Grosvenor Square Hotel on December 4. Register here for 2020.

Patrners of the awards are Worldspan, Elevate and Winmo