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Coca-Cola deepens involvement in mobile

Coca-Cola has become the first brand to join the board of the Mobile Entertainment Forum, signalling the medium's growing importance to marketing.

Coca-Cola: joins the board of the Mobile Entertainment Forum

Coca-Cola: joins the board of the Mobile Entertainment Forum

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The drinks company's head of mobile and search, Tom Daly, has been elected as a new board member, together with Neil Johnston, managing director of A&N Media.

A global financial brand is also expected to join in the next few days, coinciding with the MEF's new focus on m-commerce in addition to its established involvement with content.

Existing board members include EA Mobile, KPMG, LightSquared, Telefonica O2, Playphone, Hungama Mobile and Impact Mobile.

Andrew Bud, founder and chief strategy officer at mBlox, was re-elected as MEF Global Chair.

MEF is now describing itself as the global community for mobile content and commerce, and has introduced the strapline "Shape, connect, monetise".

At its annual Meffys awards last week Coca-Cola's Sprite brand won the best ad campaign category for its 'Slam Dunk 2011' push in the US that involved a personalised call to recipients' mobiles from basketball star LeBron James.

Best brand on mobile went to A&N Media and Velti for the CRM work on Associated Newspapers and Northcliffe Newspapers brands such as the Daily Mail and Teletext Holidays.

The best m-commerce service award was won by Eagle Eye Solutions for Karen Millen mobile gift vouchers.

Best content on mobile was picked up by digital agency AKQA for its work on Nigella Quick Collection for Nigella Lawson.

Research in Motion won the best blockbuster app category with its BlackBerry Travel app.

The full list of winners:

Best ad campaign: The Coca Cola Company for Sprite Slam Dunk 2011

Best blockbuster app: Research In Motion for BlackBerry Travel

Best brand on mobile: Velti and Ericsson IPX for A&N Mobile CRM

Best content: AKQA for Nigella Quick Collection

Best content discovery & personalisation: Shazam for Shazam for TV

Best game: Electronic Arts for Dead Space on iPad, iPhone and iPod touch

Best innovation in a mobile first market: ForgetMeNot Africa for their Message Optimiser

Best innovative app: Onavo for Onava Data Shrinking App for iPhone and iPad

Best innovative business model: Hungama Mobile for Vishal & Shekhar Mobile Music Concert

Best m-commerce service: Eagle Eye Solutions for Karen Millen Mobile Gift Vouchers

Best mobile connected device: Apple for iPad2

Best mobile website: CBS Interactive for CBS.com

Best music service: Aspiro Music for WiMP

Best social media service: Movellas for Movellas

Best technology innovation: OnStar for Onstar Mobile App

Best TV & video service: Saffron Digital for Media Hub

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