The Digiday Media Buying and Planning Awards recognize companies, campaigns and technology that have been most successful in the modern media landscape. This year’s nominees prioritized technology-driven storytelling, strategic brand partnerships and immersive and interactive experiences.
Snapchat and LEGO stand out in the Best Emerging Technology Campaign category for the pair’s redefined digital play with Bricktacular, an always-on AR game designed to reintroduce play to adults. Leveraging Snapchat’s latest AR technology, including Spectacles, the campaign transformed passive scrolling into interactive creativity, allowing users to build with virtual LEGO bricks on real-world surfaces using voice and hand controls. With over 1 million unique creations and more than 8 million minutes of play, Bricktacular showcased AR’s limitless potential in gaming. 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.
Disney Entertainment’s campaign for “Agatha All Along” on Disney+ delivered a high-impact, omnichannel experience that captivated audiences and drove engagement at scale, earning it a nomination for Best Creative. Partnering with Roku, Disney+ launched an immersive “Fan Experience” offering exclusive sneak peeks, behind-the-scenes content and character introductions, seamlessly linking users to the streaming platform. The campaign generated 870 million impressions, doubled Disney+ signups beyond benchmarks and boosted streaming hours by 42%. 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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