NEW YORK McKinney + Silver's "Art of the Heist" campaign took home top honors at the MIXX Awards.

The campaign, which ran in the spring, promoted the Audi A3 through an immersive online and offline campaign that invited user participation. McKinney + Silver, an independent in Raleigh, N.C., was lauded for its ability to engage consumers while delivering on the Audi "Never follow" brand message.

"Art of the Heist" won the best in show designation, gold awards for product launch and online integration, and a silver award in the word-of-mouth category.

The inaugural MIXX Awards capped the two-day MIXX Conference, jointly sponsored by the Interactive Advertising Bureau and Adweek Magazines.

Other gold award winners included WPP Group's OgilvyOne's "U.S. Open on Demand" IBM campaign for brand positioning; Omnicom Group's Agency.com's push for Dulux in the rich media category; Interpublic Group's R/GA's work for Yahoo Autos in mobile; and independent shop AKQA's Halo 2 effort in the viral/word-of-mouth area.

In addition to McKinney, top agency winners were OgilvyOne, two golds and a silver; Agency.com, two golds and a bronze; and Digitas' Modem Media, a gold, silver and bronze.

Adam Gerber, until recently director of strategy and innovation at Publicis' Mediavest Worldwide, was given the Agency Impact Award. Johnson & Johnson won the Marketer Impact Award, and Yahoo's chief revenue officer Wenda Harris Millard received the Publisher Impact Award.