Presented by PROMO, the EMMAs are the premier accolade for outstanding entertainment tie-in promotions—and the teams that create them. If you joined other brands or entertainment properties for an innovative campaign that delivered great buzz and big results, the EMMA Awards provide the recognition that your tie-in partners and your marketing team deserve.The winners are recognized during an awards ceremony at the PMA's Star Power conference each May.

And the 2004 winners are:

Best Overall: AT&T Wireless, American Idol Sponsorship
Cable TV: A&E Television Networks, Spies & Lies
Electronic Games: Microsoft Xbox, Hulk Xbox Demo
Feature Film: Mastercard, Holiday Trip-A-Day
Home Video: New Line Cinema Entertainment, Lord of the Rings Adventure Card
Internet: eBay, Imagine What You'll Win
Live Event: One Time: Unilever's AXE, AXE House Party
Live Event: Tour: Kellogg's Pop-Tarts, Pop-Tart's American Ido Live Tour
Sports Entertainment: Kraft Foods, Munch Madness!
B-to-B Trade: Smirnoff, Smirnoff Tastemaker Sessions