Categories Event: Best integration of a brand into an existing event Film/Movie: 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 the world of a game Viral Marketing: Best use of grassroots marketing to generate attention and awareness of a brand or product 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/Out of Home: Most innovative and effective use of outdoor media to market a brand or product Print: Most ingenious weaving of a consumer product into the pages of a magazine, newspaper or book Radio: Best brand integration into an on-air radio program Reality Television: Best seamless integration of a brand into a reality show Scripted Television: Best seamless integration of a brand into a sitcom or drama Social Media: Best use of social media sites, widgets and twitter Sports: Best-conceived and -executed branding of a sporting event and/or telecast Wireless Promotion: Best use of wireless platform for a brand promotion Integrated Campaign: Includes three or more elements from all categories Public Relations: Best use of PR tactics to create marketing buzz User-generated: Best use of user-generated marketing