My completely subjective, overly biased, ridiculously incomplete list of favorites from 2009, below.

It's amazing, looking back, how many favs were based on apps rather than campaigns. It's also amazing how I couldn't fit everything I wanted to in a list of only 10!

10. 1-800-Flowers Mother's Day Mobile Campaign

9. Tie: Carnival Cruises Mobile-Powered 'Sidewalk Aquariums"   and Stella Artois' Augmented Reality iPhone App

8. Paramount Pictures' Mobile Campaign for 'Paranormal Activity'

7. Sephora's Mobile Consumer Product Reviews

6. Toyota's 'Great Time to Sign' Mobile Marketing Campaign

5. Rascal Flatts' 'Unstoppable' Mobile Marketing Campaign

4. Anything Fanta did in Mobile This Year

3. Pizza Hut's Blockbuster iPhone App

2. Tie: Starbuck's Mobile Payment App/Benjamin Moore & Sherwin Williams iPhone Apps

1. Nationwide Insurance's iPhone App

That top honor goes for the completely simple, yet beautifully utilitarian nature of Nationwide's app. This is the whole reason branded apps should exist - to bring true value and function to our customers. Well done.

An added note: The evolution of Nike Plus and Kraft's iFood Assistant definitely warrant mention, as do many other initiatives - I didn't include these two here just because the original apps came out before January 2009. And T-Mobile's Flash Mobs campaign would be mentioned, except that while the mobs were facilitated by mobile, they were not experienced via the channel, so I left them out. On the fluffier end of things, I loved Ogilvy's "Let It Snow" holiday iPhone app.

Lastly, a few of my least favorites. Not slamming anyone here. Just saying these were among my least favorite:

3. 'Ask The Hoff' David Hasselhoff iPhone App

2. Starbucks' Seemingly Hijacked Twitter Campaign

1. Pepsi's 'Amp Before You Score' iPhone App for Amp Energy Drink

Congratulations to everyone involved with all of these efforts, favorite or note.

I can't wait to see what kind of new innovations you'll create in 2010.

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