Si è svolta ieri alla Film House di Bari la cerimonia di premiazione dei Digital Licensing Excellence Awards in occasione dell’evento ADE Apulia Digital Experience organizzato da Rai Com e Apulia Film Commission con il contributo della Regione Puglia. L’evento ha accolto leader e pionieri del settore, insieme a esperti del mondo dei media e del marketing, creando un ambiente di interazione e ispirazione.
I Premi hanno celebrato l’innovazione nel licensing digitale a livello globale, con un focus particolare sulle tecnologie emergenti e sulle strategie di mercato che stanno trasformando l’industria.
Durante la serata sono stati premiati progetti in varie categorie, tra cui “Best App & Game” “Best Digital Property” “Best Digital Retail Experience“, “Best Influencer” e “Best Metaverse Brand Extension“.
Tra i numerosi progetti iscritti al contest, la giuria, composta da Steve Manners (Head of Global Marketing & Managing Director, Licensing International UK), Ute Stauss (Managing Director, Licensing International Germany) e Alessia Auriemma (Metaverse & Marketing Manager, PwC) ha assegnato i seguenti premi:
BEST DIGITAL PROPERTY
Progetto: Team Jay
Vincitore: Juventus FC, Eclipse Production, Piranha Bar
Motivazione: The jury was extremely impressed with this Innovative animated series reflecting the Juventus club’s core values and extending them to reach new audiences, transcending traditional sports to engage with a family
friendly – and gender neutral – audience. It also features an extremely catchy song! Since its launch on YouTube in 2019, the series has amassed 373 million views and boasts 1.7 million subscribers. The diverse and growing audience demonstrates how Juventus is expanding its fanbase, particularly among younger generations who may not yet follow football but are introduced to the brand through Team Jay.
BEST DIGITAL RETAIL EXPERIENCE
Progetto: Teenage Mutant Ninja Turtles
Vincitore: Paramount Global
Motivazione: The jury felt this was a fantastic execution and example of a 360 degree marketing and sales approach to focus on ecommerce, particularly Amazon. The Innovative tie up to bring together Sports & Entertainment through the Show Your Shell Influencer campaign and partner with FC International was impressive, and brought digital, physical and virtual elements to enhance the amazon experience
BEST INFLUENCER
Progetto: Winx Club – Spread Magic, Not Hate
Vincitore: Rainbow Spa, The Cybersmile Foundation, Teemill
Motivazione: By partnering with the Cybersmile Foundation, the jury felt that Winx Club brought to the fore online abuse
and cyberbullying, a major concern for parents. The intiative “Spread Magic, Not Hate”, brought the popularity and 20 year awareness of Winx Club to remind youg people of the human side to the digital experience.
BEST METAVERSE BRAND EXTENSION
Progetto: Miraculous™ RP: Quests of Ladybug & Cat Noir
Vincitore: DeAPlaneta Entertainment, Miraculous Corp
Motivazione: The jury was impressed that Miraculous was the first TV property to be brought to the Roblox platform.
Visited by an average of 5 million global users monthly, the game has been played by more than 130 million
unique players. The quests of Ladybug & Cat Noir enables girls and boys to express themselves freely in a
safe environment. It encourages players to strive for greater freedom of self-expression and teaches them
empowering skills for the outside world, such as time management and decision-making.
BEST APP & GAME
Progetto: Fall Guys
Vincitore: Maurizio Distefano Licensing e Devolver Digitaland
Motivazione: Fall Guys has become a global phenomenon, becoming a top 10 free to play download game. Appealing to a wide target market, it’s appealing, witty, highly engaging and brings connection through being a massive multi-player game.
La giurià ha inoltre assegnato una menzione special all’azienda Jakala per il progetto retail Minions.
Motivazione: We also wanted to give a special mention to the Minions and Jakala Frumania project. Whilst this was a more traditional bricks-and-mortar retail loyalty programme, the jury were impressed with the campaign addressing health and nutrition through informing kids about the benefits of eating fruit and vegetables. By creating an app that further entertained and educated it greatly broadened the campaign into the digital space giving an interactive experience for kids and families.
L’evento rappresenta un ulteriore passo verso il rafforzamento della centralità dell’Italia nell’innovazione e lo sviluppo del settore.
