Categories Event: Best integration of a brand into an existing event Film: Most memorable-yet natural-cameo by a brand in a motion picture Gaming: Most seamless incorporation of a brand logo, character, jingle or product into a game Viral Marketing: Best use of grassroots marketing to generate attention and awareness of a brand or product Reality Television: Best seamless integration of a brand into a reality show Online: Most attention-getting and effective use of the online medium to market a product, such as through a blog, short film or a viral e-mail campaign Music: Best integration of a product, service or message in music-based entertainment Outdoor: Most innovative and effective use of outdoor media to market a brand or product Print: Most ingenious weaving of a consumer product into a magazine, newspaper or book Radio: Best brand integration into an on-air radio program Scripted Television: Best seamless integration of a brand into a sitcom or scripted drama Sports: Best-conceived and executed branding of a sporting event and/or telecast Wireless Promotion: Best use of a wireless platform for a brand promotion Social Media: Best use of social media sites and widgets Public Relations: Best use of PR tactics to create marketing buzz User Generated: Best use of user generated marketing Integrated Campaign: Includes three or more elements from all categories