August 23, 2010 New York IAB Press Release IAB’s 2010 MIXX Awards Finalists: An Impressive Roster of Achievement Unparalleled Range of Creativity Captures Explosive Innovation in Digital Advertising 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: Experimental and Innovative CBS & Pepsi Max & OMD, Mondays to the Max: Video in Print Jay Jays & Visual Jazz, Dance Off 3D Paramount Pictures & MEC, Paranormal Activity Volkwagen & AKQA, Inc., Real Racing GTI Games Gillette Fusion & BBDO New York and Proximity Canada, Gillette Blade Change Challenge Hershey’s & OMD, Reese’s Perfect Xbox Live Halloween Event Nestle & Threshold Interactive, Dude, Where’s my Bar? Unilever & Mindshare, AXE Deodorant Bodyspray Education “Double Pits to Chesty” Brand Awareness and Positioning Air New Zealand & tenfour, Kiweets Twitter Promotion: Make Flying Fun Again Campaign AMC & Deep Focus, Inc., Mad Men Yourself HBO & BBDO New York, HBO Imagine Integrated Campaign Kimberly-Clark & Organic, Inc., U by Kotex Search Marketing Adobe Systems Incorporated & Covario,Connect & Conserve Coca-Cola & AKQA, Inc., Live Positively French Culinary Institute & Greater Than One, French Culinary Institute General Motors & SMG Search, GM Cash for Clunkers Direct Response Burger King & Crispin Porter + Bogusky, BK Dollar Holiday Cards Mars Direct, Inc./MY M&M's & imc2, MY M&M's Valentine's Day 2010 RBC Royal Bank Student Banking Products & Proximity Canada, RBC 2009 FALL CAMPUS PROMOTION Travelers Insurance & SapientNitro, The Manifesto Campaign Social Marketing Kraft Foods - Lacta & OgilvyOne Worldwide, Athens, Love in Action McDonald’s & Oddcast, Avatarize Yourself Travelocity & McKinney, Choose the Gnome’s Adventure Universal Pictures & Condé Nast Digital, Repo Men Lead Generation Children International & 15miles, the interactive-media division of TMP Directional Marketing, Online Donations Up, Economy Down Ford & Martha Steward Living Omnimedia, Warriors in Pink - Powered by Ford MetLife & Neo@Ogilvy, 2009 Term Life Insurance RBC Royal Bank Student Banking Products and Proximity Canada, RBC 2009 FALL CAMPUS PROMOTION Business-to-Business IBM & Ogilvy New York, TheSmarterCity Qwest Communications & McKinney, Listening Not Talking Qwest Communications & McKinney, Puzzles UPS & Federated Media, UPS: POPURLS Brown Edition Delivered by UPS Product Launch Discovery Networks & PHD, Discovery Channel’s LIFE Premiere Tune-in Campaign Doritos & Proximity / BBDO, Doritos Viralocity McDonald’s & OMD, McCafe Launch Volkswagen & AKQA, Inc., Real Racing GTI Public Service/Not For Profit Colorectal Cancer Association of Canada & Ogilvy Montreal, getyourbuttseen John F. Kennedy Presidential Library & The Martin Agency & Domani Studios, We Choose The Moon National Women’s Law Center & The Concept Farm, Being a Woman is Not a Pre- exisitng Condition The City of Calgary: Waste & Recycling Services & The City of Calgary: Corporate Marketing & Communications, The City of Calgary Blue Cart Campaign Cross-Media Integration Travelocity & McKinney, Choose the Gnome’s Adventures True Blood & HBO, Hacking Reality Campaign Mazda & Doner, 33 Keys Nissan North America & TBWA\Chiat\Day., Cube Mobile Device Multicultural Degree Men & BrightLine iTV, Degree Futbol Ford & Telemundo & Zubi, Perro Amor Ford Integration Proctor & Gamble - Herbal Essences, Olay, Crest, Dawn, CoverGirl, Orgullosa de tu Belleza and Starcom MediaVest Group, De Moda Sprint & Telemundo & Mindshare Worldwide, Perro Amor Sprint Integration Digital Integration HBO & BBDO New York, HBO Imagine Integrated Campaign Kraft Foods - Lacta & OgilvyOne Worldwide, Athens, Love in Action Nationwide Insurance & McKinney, World’s Greatest Spokesperson OgilvyOne Worldwide, The Search for the World’s Greatest Salesperson VOD and Interactive Television Abreva & BrightLine iTV, Cold Sore Confessions Burger King & BrightLine iTV, BK Steakhouse Coors Light & MC Media, Coors Light Advanced Television Campaign Polaris Industries, Victory Motorcycles & The Integer Group & The Band, Inc., Victory Motorcycles “Fuel It” Interactive TV Campaign Mobile Platforms and Apps MasterCard Worldwide & McCann Erickson, Priceless Picks Microsoft Bing & Point Reach, Bing for Mobile Molson Canadian & MyThum Interactive, Molson Canadian Hockey House Volkswagen & AKQA, Inc., Real Racing GTI Brand Destination Site Hasbro & Tribal DDB London, Monopoly City Streets The Pacific & HBO, The Pacific - Website Toyota & Saatchi & Saatchi LA, NASCAR Sponsafier Wm. Wrigley Jr., Co. & Firstborn and EVB, 5React.com Rich Media Display Ad T.G.I. Friday’s & Digitas, Call Woody T.G.I. Friday’s & Digitas, DeBurger Woody Unilever & Dove & Mindshare, Ryan iDirect & Yahoo! Dove Men+Care featuring Drew Brees Walt Disney Studios Motion Pictures & BLT & Associates, The Princess and the Frog Peelback Unit Mobile Platform or App Microsoft Bing & Point Reach, Bing for Mobile Pizza Hut & imc2, Pizza Hut iPhone App Time Out London & SMIRNOFF & TigerSpike, The SMIRNOFF and Time Out London iPhone App UrbanDaddy & Big Spaceship, The Next Move Games Hasbro & Tribal DDB London, Monopoly City Streets Honey Nut Cheerios & Saatchi & Saatchi, Honey Defender Kia Motors America & Initiative +, Kia Soul Launch Xbox Volkswagen UK & Tribal DDB London, The GTI Project Interactive Video/Online Commercial AMC & Deep Focus, Inc., Mad Men Yourself Cisco & OgilvyWest & Neo@Ogilvy, New York Times Disruption with Video Coca-Cola & Definition 6, Coca-Cola “Happiness Machine” Video Jay Jays & Visual Jazz, Dance Off 3D Branded Content Frito Lay & OMD, Only in a Woman’s World Lion Nathan & ZenithOptimedia Australia, 6 Beers of Separation Starbucks & PHD, Coffee Authority Toyota Motor Sales, USA & Saatchi & Saatchi LA, Toyota Venza Apperite for Life Viral AMC & Deep Focus, Inc., Mad Men Yourself American Honda Motor Co., Inc. & RPA, Everybody Knows Somebody Who Loves a Honda Kimberly-Clark & Organic, Inc, U by Kotex*: Help Me Choose OfficeMax & JibJab Media, Elm Public Relations & Grand Central Marketing, ElfYourself 2009 Digital Out-of-Home Mars - Snickers & MediaVest, Snickers Snacklish GPS OOH Pepsi Co. & Sobe & Firstborn, SoBe Reskin Toyota Motor Sales, Inc. & Saatchi & Saatchi LA, Toyota Prius iPhone App with Times Square Reuters Board Unilever & SapientNitro, Smile Activated Vending Machine 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: www.mixx-awards.com/gallery To find out more about the MIXX Conference and Expo, please go to: http://www.mixx-expo.com 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 www.iab.net.