The Categories

The full list of the 2021 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

Categories includes virtual and online events

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. (includes events from q4 2019 onwards.).
2. Best in Online/Virtual Events
This category includes activities that bring people together online to attend virtual events, including conferences, awards, discussions, shows, webinars, live streaming, etc. includes best use of virtual technology to replace live event.
3. 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.
4. Best in Sponsorships
This category recognizes both the planning and execution of sponsorship activities and pr support to leverage that sponsorship. includes sponsorship of online and virtual events and creative pivots as events moved online.
5. 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. includes virtual and online trade shows and awards programs.

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.

6. Best in Digital/Print Media — General/Consumer/Lifestyle Media (Earned)
This category recognizes exceptional coverage that is earned on digital or traditional media across general, consumer and lifestyle media. excludes paid content.
7. Best in Digital/Print Media — Business/Trade Media (Earned)
This category recognizes exceptional trade/business/b2b coverage that is earned on digital or traditional media. excludes paid content.
8. Best in Digital/Print Media — Regional (Earned)
This category recognizes exceptional media coverage focused on a local area or region that is earned on digital or traditional media. excludes paid content.
9. Best in Broadcast Media — National (Earned)
This includes exceptional broadcast coverage — online segments, tv talk shows, radio shows, podcasts, etc — earned on national broadcast media, includes digital broadcasts. excludes paid content.
10. Best in Broadcast Media — Regional(Earned)
This includes exceptional broadcast coverage — online segments, tv talk shows, radio shows, podcasts, etc — earned on regional broadcast media, including digital broadcasts. excludes paid content.
11. Best in Product Reviews (Earned)
This includes an exceptional print/digital/broadcast product review featured in any media, including news sites, subject matter sites, blogs, podcasts, etc.
12. Best Earned Media with Influencers + Communities
This includes earned digital, print or broadcast placements with influencers. includes youtube, blogs, subject matter experts, parenting blogs, youtube experts, etc. excludes paid content.
13. 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.
14. Best Content Creation for Media Sites (Earned)
This includes content strategically created and placed — via earned/unpaid means — in any news media (print, digital or broadcast), online community (blogs, youtube, influencers) etc. does not include paid placements. content includes bylines, videos, podcasts, infographics etc. .

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.

15. Best Content Creation for Media Sites (Paid)
This includes content strategically created and placed — via paid means — in any media (print, digital, broadcast), online community (blogs, youtube, influencers, etc). content includes bylines, videos, podcasts, infographics etc. .
16. Best Influencer Programs + Endorsements (Paid)
This includes securing a paid placement, mention or promotion of a product, brand or company on social media (includes influencer programs), entertainment vehicle (film, tv show, online etc.) and/or an endorsement from celebrities or other influencers.
17. Best Media Partnership
This category includes any strategic brand/media partnerships, for example to promote an event, conduct a survey, etc. can be paid or unpaid. .
18. Best Seo/Content Distribution Program (Paid + Organic)
This includes initiatives designed to optimize search, seo and/or the distribution and syndication of content, including organic and paid seo initiatives, paid content distribution/syndicates, and paid social media placements.
19. 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

20. Best Overall Use of Social Media & Platforms
This category recognizes brands that strategically integrate outreach across social channels and platforms to build, reach and engage communities and audiences.
21. Best Use of Social Networks
This category spotlights the use social networks (including facebook, twitter, instagram, snap, tiktok, linkedin, etc) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
22. Best Use of Social Video
This category recognizes the best use of social video (like youtube, instagram live, facebook video, tiktok or other similar platforms) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
23. Best Use of Social Photos
This category evaluates the best use of photo networks (like instagram, pinterest, snap, tumblr or similar platforms) for engagement, including community building, crowdsourcing, real-time/crisis response, recruitment, content creation/amplification, influencer outreach, etc.
24. Best Use of Social Publishing / Blogs
This category evaluates the best use of online publishing platforms (like medium, blogs, linkedin publishing and others) for thought-leadership, engagement, recruiting, community building, crowdsourcing, real-time/crisis response, etc.
25. 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.
26. 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.
27. Best in AI/Virtual Reality/Augmented Reality/Immersive Technology
This category recognizes brands that are using technology innovations to expand the ways they can engage, communicate and activate with their stakeholders, especially in this virtual-first world.
28. Best Meme/Viral Campaign
The best idea, image, or video that resonates culturally with audiences.
29. 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.

30. Best in Brand Narratives
This category recognizes all forms of storytelling content (content, video, podcast, etc) that is created and used by a brand tell its story and engage audiences. .
31. Best in Digital Brand Platforms
This category recognizes digital platforms — websites, microsites, downloadable apps, email marketing, etc — to support a brand's narratives and storytelling.
32. Best in Brand Film/Video
This includes informational, educational, entertainment and other video content developed to tell a brand’s story and engage audiences, includes live action and animated videos.
33. 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.
34. Best in Audio: Podcasts + Music
This category looks specifically at brands tapping into podcasts or using music to tell their story.
35. Best in Identity Branding
This category includes any brand and identity work, including logos, posters, package design, marketing collateral, etc.
36. Best in Social Good + Public Service + Activism
This includes corporate-community partnerships, public service work, activist, and pro bono work.
37. Best in Brand Purpose
The category recognizes brand narratives/corporate positioning that communicates, activates or engages audiences around a brand's purpose or mission.

Analytics + Insights

38. Best Use of Original/Commissioned Research for PR
This category recognizes original or commissioned research conducted to support public relations or other communications initiatives.
39. Best in Measurement, Post-Campaign Analysis
This category recognizes research, data, or analytics designed to measure the impact of a campaign or other pr/marketing initiative. includes analytics platforms, data analysis, surveys, focus groups, etc. .
40. Best in Marketing Technology
This category recognizes excellence in marketing technologies developed by a brand, agency or vendor for media intelligence, threat monitoring, influencer targeting, content amplification/distribution, social monitoring, etc. also includes influencer databases, wire services, etc. .

Agency Spotlight

41. Best Agency Disruption
This category recognizes agencies that are disrupting the traditional ways of doing business — whether this is with innovative management practices, recruiting and retention initiatives, or building technology that moves the industry towards the future.
42. Best Agency Thought Leadership
This category recognizes agencies that produce groundbreaking research, insightful analysis or other fresh thinking that challenges conventions and positions the agency as a change agent.
43. Most Innovative Diversity, Equity & Inclusion Initiative
This category looks to recognize agencies that are addressing the industry's diversity, equity and inclusion challenges with innovative and effective initiatives. .
44. Best Event - Agency (Virtual or Live)
This category recognizes agencies that use events — including external events like sxsw, cannes lions — or hosted events — such as online salons, conferences, roundtables, panels — to connect with audiences, tell their story and build their profile. includes virtual events. .
45. Best Campaign From a Black-Owned or Person of Color Owned Agency (Pro Bono)
This category spotlights emerging black or person of color owned agencies and the work they produce for clients. campaigns can includes any communications, marketing and pr activities. category is limited to agencies under $5m with the majority owner identifying as black or a person of color. (please include those details in entry).

Special Campaigns

These categories consider innovation within campaigns across speciality issues and sectors, taking into account the unique opportunities and challenges for each. Campaigns can include all communications, marketing and PR activities with an emphasis on innovation for each issue or sector.

46. Public Service: Covid-19 / Pandemic
47. Public Service: #BlackLivesMatter / Racial Equity
48. Healthcare / Pharmaceutical / Health-tech
49. Travel/Hospitality
50. Consumer
51. Technology/Clean Energy/Green Energy
52. Corporate Reputation/B2B/Investors
53. Employee Activism/Engagement
54. Non-profit / Charity
55. Politics/Public Affairs/Lobbying/Government
56. Lean Marketing
This category recognizes campaigns that were conducted for under $50k for the full duration of the project.
57. 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.

58. Best New Company / Executive Launch
This category recognizes work done to bring new companies to market, including ipos, company rebrands and/or new executive leadership.
59. Best New Product / Brand Launch
This category recognizes work done to bring new brands, new technology or new products to market.

Innovation Excellence

60. 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.
61. Innovator of the Year — Agency
This category spotlights pr, communications and marketing professionals on the agency side who empower and enable reputation and communication excellence and innovation for their clients. .
62. Innovator of the Year — Brand
This category spotlights pr, communications and marketing professionals on the brand-side who empower and enable reputation and communication excellence and innovation within their organizations. .
63. Innovator of the Year — Business Leader
This category spotlights brand business leaders — beyond communication, pr and marketing — who support and empower reputation and communication innovation and excellence within their organizations. .

Best in Show

Countdown of the Top 5 winners across all categories.

Individual Achievement

Recipients selected by PRovoke Media.