Winners of First-Ever Twitter Awards

Twitter Thursday announced the winners of its first-ever Twitter Awards, recognizing original and creative advertising on the social network.

Twitter Thursday announced the winners of its first-ever Twitter Awards, recognizing original and creative advertising on the social network.

The gold winners in each category were:

#LIVE award: Ready, Set, Race, NASCAR, by Ogilvy & Mather. Twitter said NASCAR set the record for the largest social media spike in history.

#CREATIVITY award: #LiveInTheMovies, Airbnb, by TBWA/Chiat Day. Airbnb outpaced paid television advertisers in conversation and reach during the weekend of the 88th Annual Academy Awards.

#CUSTOMER award: @AppleSupport Launch, Apple, by Media Arts Lab. Twitter said its live nature enables Apple Support to respond to customer inquiries, pick up conversations with customers at any time and incorporate rich media into responses.

#SCALE award: Dear Media, Dove, by Razorfish. This campaign empowered users to confront media sexism toward female athletes by tweeting back at publishers with #MyBeautyMySay.

#IMPACT award: Hungerithm, Snickers Australia, by Clemenger BBDO Melbourne.Hungerithm monitored the mood on Twitter, adjusted the price of a Snickers bar accordingly and delivered more than 30 million earned media impressions during its five-week campaign.

A complete list of winners is available here.