@d:tech Award Winners Named

Winners of the fifth annual @d:tech awards were announced yesterday at an awards luncheon in New York. @d:tech awards honor achievement in interactive advertising and marketing.Overall category winners were as follows: Los Angeles Times’ “Out in L.A.” campaign was the overall winner in the best audience specific campaign. The campaign also won best local market or small business campaign in that same category.R/GA’s “Understanding USA” campaign was named overall winner for the best objective specific campaign category and won the award for best audience or community building campaign in that category.There was a tie for overall winner in the best use of format/platform category between Temerlin McClain’s GroceryWorks “Peas on Earth” Holiday Campaign-which won best email marketing in that category-and OgilvyInteractive’s IBM Software “Codernauts” campaign-which was awarded the best use of rich media in that category.Also in the best use of format/platform category, Tribal DDB won the award for best viral marketing, for its “Anheuser Busch – Whassup!? 36 Languages Translator”, and the award for best wireless campaign for its mobile campaign for Marketocracy.In the category best web site, Critical Mass, based in Calgary, Alberta, won for its Nike iD work, which let users design their own sneakers. The i-shop won the best overall web design award in that category.Atmosphere, BBDO in New York’s interactive shop, was named best overall in the category of industry-specific campaign or Web site and best campaign within the technology category — for its Cingular Wireless Interactive Messaging online campaign. The campaign allowed users to interact with Cingular Wireless cell phone add-on features such as downloadable ringtones and text messaging.TBWA\Chiat\Day in New York took home two awards for its work for Absolut Vodka, including best consumer campaign in the category of audience-specific campaign, and best branding campaign in the category of objective-specific campaign. The campaign included superstitial ads that allowed users to interact with elements on screen. In one ad, “Absolut Investigation,” users could enlarge the type and face of the bottle with the roll of a mouse.For a complete list of winners, go to http://www.ad-tech.com/awards/