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IAB’s 2010 MIXX Awards Finalists: An Impressive Roster of Achievement

Unparalleled Range of Creativity Captures Explosive Innovation in Digital Advertising

NEW YORK, NY (August 23, 2010) — The Interactive Advertising Bureau (IAB) today announced the finalists in the sixth annual MIXX Awards, which now join a prestigious list of marketers and agencies who have already been recognized by the most sought-after honor in interactive advertising and marketing. The MIXX Awards are the only accolade that recognizes creativity and impact.

“This year’s finalists are an extraordinary testament to the innovation that is driving marketing, advertising and consumers’ brand experience in bold new directions,” said David Doty, SVP & CMO, IAB. “The robust competition this year raises the bar for everyone, and the finalists’ significant evidence of success demonstrates that online media is now the fulcrum of winning marketing campaigns.”

“Reflecting the vibrancy of interactive advertising, this year the MIXX Awards encompass such new categories as Experimental and Innovative, Mobile Apps and Viral, in both full campaigns and single executions. The winners of the 2010 MIXX Awards—debated and determined by a cross-industry assembly of 32 industry leaders from the best agencies, marketers and publishers—will be revealed at a gala dinner on September 28, during Advertising Week in New York City. “This year’s gala promises to set a new level of excitement—and fun,” said Doty. “We’ll celebrate the winners of the gold, silver, bronze and coveted Best-in-Show awards, with our host—comedic actress Olivia Munn.”

MIXX 2010 Finalists by Category:

Brand Destination Site – Single
Hasbro & Tribal DDB London for “Monopoly City Streets”
The Pacific & HBO for “The Pacific – Website”
Toyota & Saatchi & Saatchi LA for “NASCAR Sponsafier”
Wm. Wrigley Jr., Co. & Firstborn and EVB for “5React.com”

Rich Media Display Ad – Single
T.G.I. Friday’s & Digitas for “Call Woody”
T.G.I. Friday’s & Digitas for “DeBurger Woody”
Unilever & Dove & Mindshare, Ryan iDirect & Yahoo! for “Dove Men+Care featuring Drew Brees”
Walt Disney Studios Motion Pictures & BLT & Associates for “The Princess and the Frog Peelback Unit”

Mobile Platform or App – Single
Microsoft Bing & Point Reach for “Bing for Mobile”
Pizza Hut & imc2 for “Pizza Hut iPhone App”
Time Out London & SMIRNOFF & TigerSpike for “The SMIRNOFF and Time Out London iPhone App”
UrbanDaddy & Big Spaceship for “The Next Move”

Games – Single
Hasbro & Tribal DDB London for “Monopoly City Streets”
Honey Nut Cheerios & Saatchi & Saatchi for “Honey Defender”
Kia Motors America & Initiative + for “Kia Soul Launch Xbox”
Volkswagen UK & Tribal DDB London for “The GTI Project”

Interactive Video/Online Commercial – Single
AMC & Deep Focus, Inc. for “Mad Men Yourself”
Cisco & OgilvyWest & [email protected] for “New York Times Disruption with Video”
Coca-Cola & Definition 6 for Coca-Cola “Happiness Machine” Video
Jay Jays & Visual Jazz for “Dance Off 3D”

Branded Content – Single
Frito Lay & OMD for “Only in a Woman’s World”
Lion Nathan & ZenithOptimedia Australia for “6 Beers of Separation”
Starbucks & PHD for “Coffee Authority”
Toyota Motor Sales, USA & Saatchi & Saatchi LA for “Toyota Venza Apperite for Life”

Viral – Single
AMC & Deep Focus, Inc. for “Mad Men Yourself”
American Honda Motor Co., Inc. & RPA for “Everybody Knows Somebody Who Loves a Honda”
Kimberly-Clark & Organic, Inc. for “U by Kotex*: Help Me Choose”
OfficeMax & JibJab Media, Elm Public Relations & Grand Central Marketing for “ElfYourself 2009”

Digital Out-of-Home – Single
Mars – Snickers & MediaVest for “Snickers Snacklish GPS OOH”
Pepsi Co. & Sobe & Firstborn for “SoBe Reskin”
Toyota Motor Sales, Inc. & Saatchi & Saatchi LA for “Toyota Prius iPhone App with Times Square Reuters Board”
Unilever & SapientNitro for “Smile Activated Vending Machine”

Experimental and Innovative – Campaign
CBS & Pepsi Max & OMD for “Mondays to the Max: Video in Print”
Jay Jays & Visual Jazz for “Dance Off 3D”
Paramount Pictures & MEC for “Paranormal Activity”
Volkwagen & AKQA, Inc. for “Real Racing GTI”

Brand Awareness and Positioning – Campaign
Air New Zealand & tenfour for “Kiweets Twitter Promotion: Make Flying Fun Again Campaign”
AMC & Deep Focus, Inc. for “Mad Men Yourself”
HBO & BBDO New York for “HBO Imagine Integrated Campaign”
Kimberly-Clark & Organic, Inc. for “U by Kotex”

Direct Response – Campaign
Burger King & Crispin Porter + Bogusky for “BK Dollar Holiday Cards”
Mars Direct, Inc./MY M&M’s & imc2 for “MY M&M’s Valentine’s Day 2010”
RBC Royal Bank Student Banking Products & Proximity Canada for “RBC 2009 FALL CAMPUS PROMOTION”
Travelers Insurance & SapientNitro for “The Manifesto Campaign”

Lead Generation – Campaign
Children International & 15miles, the interactive-media division of TMP Directional Marketing for “Online Donations Up, Economy Down”
Ford & Martha Steward Living Omnimedia for “Warriors in Pink – Powered by Ford”
MetLife & [email protected] for “2009 Term Life Insurance”
RBC Royal Bank Student Banking Products and Proximity Canada for “RBC 2009 FALL CAMPUS PROMOTION”

Product Launch – Campaign
Discovery Networks & PHD for “Discovery Channel’s LIFE Premiere Tune-in Campaign”
Doritos & Proximity / BBDO for “Doritos Viralocity”
McDonald’s & OMD for “McCafe Launch”
Volkswagen & AKQA, Inc. for “Real Racing GTI”

Cross-Media Integration – Campaign
Travelocity & McKinney for “Choose the Gnome’s Adventures”
True Blood & HBO for “Hacking Reality Campaign”
Mazda & Doner for “33 Keys”
Nissan North America & TBWA\Chiat\Day for “Cube Mobile Device”

Digital Integration – Campaign
HBO & BBDO New York for “HBO Imagine Integrated Campaign”
Kraft Foods – Lacta & OgilvyOne Worldwide, Athens for “Love in Action”
Nationwide Insurance & McKinney for “World’s Greatest Spokesperson”
OgilvyOne Worldwide for “The Search for the World’s Greatest Salesperson”

Mobile Platforms and Apps – Campaign
MasterCard Worldwide & McCann Erickson for “Priceless Picks”
Microsoft Bing & Point Reach for “Bing for Mobile”
Molson Canadian & MyThum Interactive for “Molson Canadian Hockey House”
Volkswagen & AKQA, Inc. for “Real Racing GTI”

Games – Campaign
Gillette Fusion & BBDO New York and Proximity Canada for “Gillette Blade Change Challenge”
Hershey’s & OMD for “Reese’s Perfect Xbox Live Halloween Event”
Nestle & Threshold Interactive for “Dude, Where’s my Bar?”
Unilever & Mindshare for AXE Deodorant Bodyspray Education “Double Pits to Chesty”

Search Marketing – Campaign
Adobe Systems Incorporated & Covario for “Connect & Conserve”
Coca-Cola & AKQA, Inc. for “Live Positively”
French Culinary Institute & Greater Than One for “French Culinary Institute”
General Motors & SMG Search for “GM Cash for Clunkers”

Social Marketing – Campaign
Kraft Foods – Lacta & OgilvyOne Worldwide, Athens for “Love in Action”
McDonald’s & Oddcast for “Avatarize Yourself”
Travelocity & McKinney for “Choose the Gnome’s Adventure”
Universal Pictures & Condé Nast Digital for “Repo Men”

Business-to-Business – Campaign
IBM & Ogilvy New York for “TheSmarterCity”
Qwest Communications & McKinney for “Listening Not Talking”
Qwest Communications & McKinney for “Puzzles”
UPS & Federated Media for “UPS: POPURLS Brown Edition Delivered by UPS”

Public Service/Not For Profit – Campaign
Colorectal Cancer Association of Canada & Ogilvy Montreal for “getyourbuttseen”
John F. Kennedy Presidential Library & The Martin Agency & Domani Studios for “We Choose The Moon”
National Women’s Law Center & The Concept Farm for “Being a Woman is Not a Pre-exisitng Condition”
The City of Calgary: Waste & Recycling Services & The City of Calgary: Corporate Marketing & Communications for “The City of Calgary Blue Cart Campaign”

Multicultural – Campaign
Degree Men & BrightLine iTV for “Degree Futbol”
Ford & Telemundo & Zubi for “Perro Amor Ford Integration”
Proctor & Gamble – Herbal Essences, Olay, Crest, Dawn, CoverGirl, Orgullosa de tu Belleza and Starcom MediaVest Group for “De Moda”
Sprint & Telemundo & Mindshare Worldwide for “Perro Amor Sprint Integration”

VOD and Interactive Television – Campaign
Abreva & BrightLine iTV for “Cold Sore Confessions”
Burger King & BrightLine iTV for “BK Steakhouse”
Coors Light & MC Media for “Coors Light Advanced Television Campaign”
Polaris Industries, Victory Motorcycles & The Integer Group & The Band, Inc. for Victory Motorcycles “Fuel It” Interactive TV Campaign

About the MIXX Awards
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. The winners of the MIXX Awards are announced at a gala dinner, this year on September 28, during the MIXX Conference & Expo. They both take place near the start of New York City’s Advertising Week, a gathering of the media and marketing industries that typically draws 10,000 professionals to conferences, seminars and parties celebrating advertising and its evolution.

To learn more about the MIXX Awards and view the complete gallery of past MIXX winners please visit here.

To find out more about the MIXX Conference and Expo, please go here.

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 460 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C.  For more information, please visit iab.com.

IAB Media Contact
Marla Aaron
Director, Marketing Communications