Three mobile projects picked up awards at the NMA (New Media Age) Effectiveness Awards announced yesterday. Zed Media took the Travel award for the mobile element of a 2m British Airways  cross-media promotion targeting technology-savvy, upwardly mobile Europeans. Zed created a free downloadable Java application that sat on the users mobile handset and provided them with an insiders guide to London. The application generated 4,000 downloads over a three-month period. The Best Use of Wireless award went to Mobile Interactive Group for its work with O2 on the mobile ticketing for the London Live 8 concert. The brief was a tough one: to create a competition mechanic that would enable 130,000 tickets to be distributed in just two weeks, raising a minimum of 1.6m in the process. The competition went live on 6 June, A multiple choice question and shortcode to respond to were printed in national newspapers and also aired on radio and TV stations. Seven days later, the 66,500 winners were notified via text message that they had won a pair of tickets and sent a PIN to enter on the O2 Web site to claim their tickets. Each text entry cost 1.50, and with over 2 million people entering, the competition raised over 3 million for Live 8.
Finally, mobile ticketing company Mobiqa won a Special Award for Innovation for its mobi-pass application, which eliminates problems concerning identity fraud, age verification and ticket touting.
More on the awards here.