NEW YORK (Dec. 8, 2010) – Effie Worldwide, which recognizes, encourages and provides education on effectiveness among the marketing communications industry, today announced its call for entries for the second annual Collegiate Effie Competition.

Expanding on last year’s inaugural competition, undergraduate college students will have the opportunity to select from two challenges in 2011. Heineken USA, who jointly developed and launched the competition in 2010, will task students age 21 and older with developing a program that addresses the importance of responsible activities related to drinking in a public service announcement (PSA) campaign.

New this year will be a brand challenge in which students will have the opportunity to submit a launch campaign for MINI USA’s newest model, the MINI Countryman.


Modeled after the Effie North America competition, the Collegiate Effie competition will give undergraduate students a chance to create marketing communication cases that address real world challenges for real world marketers,” said Mary Lee Keane, President of Effie Worldwide. “We are lucky to have such innovative partners in Heineken USA and MINI USA, as they are open to new perspectives and creative ideas for their respective brands.”

Reinforcing Personal Responsibility: Heineken USA Public Service Challenge

For the second consecutive year, the public service announcement challenge will feature responsibility initiatives led by Heineken USA. In the 2011 program, entrants will be challenged to create a campaign that will encourage adult consumers to learn, understand, download and use the Taxi Magic mobile application as an innovative option to secure a safe ride home after an evening out and avoid drinking and driving. In order to be eligible to participate in the PSA Challenge, students must be 21 or older by January 1, 2011 and currently enrolled full time in an undergraduate program.

“We were encouraged by the strong response to last year’s program and felt it was important to continue to play a part in the personal and social education of today’s college students,” said Dan Tearno, senior vice president and chief corporate relations officer, Heineken USA. “At the heart of our corporate values is a belief that we have an important role to play in promoting and ensuring responsible behavior related to alcohol consumption. This program allows us to tap into some of the brightest new minds in advertising to ensure that we continue to effectively spread awareness around this issue.”

Experiencing a Product Launch: MINI USA Brand Challenge

The inaugural Collegiate Effie Brand Challenge will focus on the January 2011 U.S. launch of the MINI Countryman, the first 4-door, available all-wheel drive vehicle to join the MINI family. Undergraduate students will be challenged to create an integrated, multi-channel marketing campaign that drives awareness and consideration of the Countryman among 20- to 30-year-olds.

“Our partnership with the Effie Collegiate Program helps identify future marketing leaders while offering fresh insight and ways to effectively reach and engage with the next generation of MINI enthusiasts,” said Trudy Hardy, Head of MINI Marketing, MINI USA. “Effies’ holistic and strategic marketing approach provides students the platform for developing solid ideas, and we anticipate bringing some of their ideas to life into the MINI Countryman marketing efforts.”

Qualifying campaigns will be reviewed and judged by industry professionals representing expertise in various disciplines, including creative, strategic planning, media strategy, branding, marketing and social media. Finalists in both competitions will have the opportunity to present their programs to senior members of the corporate sponsors’ marketing teams.

Entries for both competitions are due no later than March 3, 2011. Judging will occur in April and presentations will be in May.

To download the 2011 entry kits, visit www.effie.org/collegiate

About Effie Worldwide

Effie Worldwide stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the ever-changing marketing industry. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy. This has taken shape in webinars, white papers, global conferences, winner showcases and more.

The Effie Awards are known by advertisers and agencies globally as the pre-eminent award in the industry, and recognize any and all forms of marketing communication that contribute to a brand’s success. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the Euro Effie, the Middle East / North Africa Effie and more than 40 national Effie programs. For more details, visit www.effie.org. Follow @effieawards on Twitter for updates on Effie information, programs and news.

About Heineken USA

Heineken USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

MINI in the US

MINI is an independent brand of the BMW Group. In the United States, MINI USA operates as a business unit of BMW of North America, LLC which has been present in the United States since 1975. Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, a strategic design consultancy in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group’s global manufacturing network and is the exclusive manufacturing plant for all X5 and X3 Sports Activity Vehicles and X6 Sports Activity Coupes. The BMW Group sales organization is represented in the U.S. through networks of 338 BMW passenger car centers, 336 BMW Sports Activity Vehi cle centers, 143 BMW motorcycle retailers, 100 MINI passenger car dealers, and 31 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.

Information about BMW Group products is available to consumers via the Internet at: www.bmwgroupna.com