The IAB closed this year’s highly successful MIXX Conference and Expo with the presentation of the fourth annual MIXX Awards. The MIXX Awards are the only honor devoted exclusively to interactive advertising, and the only juried competition that recognizes excellence in both creativity and effectiveness. For the first time, the digital advertising campaigns were evaluated by senior executives from agencies, publishers and marketing organizations deliberating together, sharing their distinct perspectives on what makes advertising creative successful. The multimedia gala was emceed by Rob Norman, GroupM Interaction Worldwide CEO.
“The sheer volume of submissions coupled with the extraordinary level of creativity that cut across such a wide swath of platforms and technologies speaks to the vitality of the interactive advertising industry,” said Randall Rothenberg, President and CEO of the IAB. “Interactive advertising is breaking new ground in engaging consumers in ways that we had not even dreamed of, and the pace of change will only continue to accelerate.”
This year, submissions jumped by nearly 40 percent, and were sent in from hundreds of leading agencies, representing traditional advertising agencies and native digital shops which entered work across virtually every major vertical industry.
The gala’s ultimate honor, Best in Show, went to TEQUILA\ and Nissan for its “Rogue Launch.” TEQUILA\ and Nissan took home additional honors for digital video, digital integration and VOD and interactive television, winning golds in all three categories. “The Rogue Launch” was based on consumer insights geared to Generation X males who wanted to still feel “in the game” and tap into a sense of playfulness. The campaign was credited as the most successful new car launch in Nissan’s history.
Goodby Silverstein & Partners, last year’s Best in Show agency winner, won two golds this year in Product Launch and Business-to-Business for its campaign “Adobe Layer Tennis” for the launch of Adobe’s Creative Suite 3. And in a testament to the breadth and variety of brands’ interactive campaigns, some marketers were honored in multiple categories for work with different agencies. BMW, for example, was honored for its work with three different agencies-Dotglu, JOGO Media and GSD&M Idea City across the categories of Direct Response and Lead Generation, In-Game Advertising and Social Marketing, respectively.
The MIXX Awards are the only juried advertising competition that evaluates all critical components of the interactive marketing mix, including strategy, creative, execution and results. To view the complete gallery of the MIXX Winners please visit: www.mixx-awards.com/gallery
The Complete List of 2008 MIXX Award Winners
Best in Show
Nissan and TEQUILA\ for “Rogue Launch”
Brand Awareness and Positioning
GOLD: American Express OPEN and Digitas for “OPEN Forum”
SILVER: I Can’t Believe It’s Not Butter! and BlockDot for “I Can’t Believe It’s Not Butter! Now You Know Better!”
BRONZE: U.S. Army and Universal McCann for “U.S. Army Halo 3 Experience”
Product Launch
GOLD: Adobe Creative Suite 3 and Goodby, Silverstein & Partners for “Adobe Layer Tennis”
SILVER: Verizon and Campfire for “My Home 2.0″
BRONZE: P&G/Downy and Digitas for “Discovering Radiance”
Direct Response and Lead Generation
GOLD: ING of the Americas and BBDO Atlanta for “ING Numbers”
SILVER: BMW North America and Dotglu for “1 Series Interactive Launch”
BRONZE: McDonald’s and OMD for “Dollar Menunaires”
Business-to-Business
GOLD: Adobe Creative Suite 3 and Goodby, Silverstein & Partners for “Adobe Layer Tennis”
SILVER: Dell and T3 for “Times Square We believe: in small business”
BRONZE: Motorola and BBDO New York for “Cityscape”
Public Service/Not-for-Profit
GOLD: The Ad Council / U.S. Department of Justice / National Center for Missing & Exploited Children and Merkley + Partners for “Think Before You Post”
SILVER: The Bridgespan Group and Sapient Interactive for “One Hen: How One Small Loan Made a Big Difference”
BRONZE: Roundabout Theatre Company and Situation Marketing for “Sunday in the Park with George – Connect: The Dot Project”
Search Marketing
GOLD: Honda Certified Used Cars and RPA for “Custom Search Program”
SILVER: Covad Communications and Geary Interactive for “Localized Search Campaign”
BRONZE: Adobe Systems Incorporated and Adobe Search Marketing for “AIR/RIA”
Super-Rich Media
GOLD: Apple Inc. and TBWA\Media Arts Lab for ” Don’t Give Up”
SILVER: Apple Inc. and TBWA\Media Arts Lab for “Banging, Knocking & Hiding”
BRONZE: HBO and Deep Focus for “Flight of the Conchords”
Multicultural
GOLD: U.S. Army and Sensis for “Leaders Among Us”
SILVER: The Home Depot and The Vidal Partnership for “Colores Origenes “Mixer” Campaign”
Widget Marketing
GOLD: Honda Civic and RPA for “Honda Civic Tour: Panic at the Disco”
SILVER: Kimberly-Clark and MindShare for “Huggies Baby Countdown”
BRONZE: Samsung and Cheil Worldwide for “Juke by Samsung”
In-Game Advertising
GOLD: BMW and JOGO Media for “BMW M3 Challenge”
SILVER: Nissan and OMD for “Forza 2″
BRONZE: The Coca-Cola Company and MediaVest for “Sprite NBA Gaming”
Digital Video
GOLD: Nissan and TEQUILA\ for “Rogue Launch”
SILVER: Neutrogena and Tribal DDB Worldwide for “The Wave Power Cleanser”
BRONZE: Microsoft Small Business Products and Cole & Weber United for “Microsoft Small Business Summit”
Social Marketing
GOLD: Alberto-Culver Company and Carat for “Extreme Style by VO5″
SILVER: BMW and GSD&M Idea City for “1 Series – Facebook Graffiti Contest”
BRONZE: Verizon and Campfire for “My Home 2.0″
International Award
GOLD: Vodafone and OgilvyOne Worldwide, Athens for “Livefeeds”
SILVER: Air New Zealand and Host for “Home Sweet As”
BRONZE: Coke Europe and Sapient Interactive for “Coke Burn Alter Ego”
Mobile Platforms
GOLD: Virgin Atlantic Airways and McKinney for ” Love from Above”
SILVER: MasterCard Worldwide and MRM Worldwide for “Peyton Pep Talks with Peyton Manning”
VOD and Interactive Television
GOLD: Nissan and TEQUILA\ for “Rogue Launch”
SILVER: AXE and BrightLine iTV for “Art of Skin Contact”
BRONZE: I Can’t Believe It’s Not Butter! and BrightLine iTV for “Sprays in the City”
Brand Destination Site
GOLD: MasterCard Worldwide and MRM Worldwide for “Priceless.com”
SILVER: American Airlines and TM Advertising for “AAdvantage Milestones”
BRONZE: Pabst Brewing Company and Cole & Weber United for “The Tales of Colt 45″
Digital Integration
GOLD: Nissan and TEQUILA\ for “Rogue Launch”
SILVER: Liberty Mutual and Hill Holliday for “The Responsibility Project”
BRONZE: ING of the Americas and BBDO Atlanta for “ING Numbers”
Cross-Platform Integration
GOLD: Liberty Mutual and Hill Holliday for “The Responsibility Project”
SILVER: ING of the Americas and BBDO Atlanta for “ING Numbers”
BRONZE: Verizon and Campfire for “My Home 2.0″
MIXX 2008 Judges:
Marketers:
Cheryl Guerin – VP, Global Digital Marketing, MasterCard Worldwide
Jenny Howell – Manager of Interactive Marketing, American Honda Motor Co., Inc.
Carole Irgang – SVP, Integrated Marketing Communications, Kraft Foods
Carol Kruse – VP, Global Interactive Marketing, The Coca-Cola Company
Tim Murphy – Senior Director Digital Marketing, Anheuser-Busch
David Roman – VP, WW Marketing Communications, Personal Systems Group, Hewlett-Packard Company
Debbie Jo Severin – VP, Marketing, Covad Communications Group, Inc.
Agencies:
Marty Cooke – Chief Creative Officer, SS+K
Jean-Philippe Maheu – Chief Digital Officer, Ogilvy North America
Hans Neubert – Executive Creative Director, Avenue A | Razorfish
Michael Prieve – Chief Creative Officer, Doremus New York
Alan Schulman – SVP, Executive Creative Director, Executive Director of User Experience, imc2
Baba Shetty – EVP Chief Media Officer, Hill Holliday
Joanne Zaiac – President, Digitas, New York
Publishers:
Heidi Browning – SVP, Client Solutions, FOX Interactive Media
Mark D’Arcy – Chief Creative Officer, Time Warner Global Media Group
Jane Grenier – VP, CondéNet
Wonya Lucas – EVP & Chief Marketing Officer, Discovery Communications
Suzie Reider – Director of Advertising, YouTube
David Sturman – Chief Technology Officer for Massive (a Microsoft company)
Lauren Wiener – SVP, Meredith Interactive Media
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