RPA, Digitas, CNET Win MIXX Awards

NEW YORKRPA, Digitas, CNET and HP were among the big winners at the second annual Marketing and Interactive Excellence Awards.

Independent RPA took home top honors for its Honda Element campaign, “A Different Animal,” which used search advertising to attract users to an online game featuring animal characters from Honda commercials.

The MIXX awards, co-produced by the Interactive Advertising Bureau and Adweek Magazines, honor top talent in interactive marketing and advertising.

This year’s awards were presented at the Gotham Hall in New York on Sept. 26 following the conclusion of the MIXX Conference. The following is a complete list of winners:

Best in Show
RPA for Honda Element, “A Different Animal”

Brand Awareness/Positioning
Gold: Digitas for American Express, “Tribeca Film Festival”
Silver: frog design for General Electric, “Picture a Healthy World”
Bronze: MediaVest for The Coca-Cola Co./Evian, “Evian Detox”

Product Launch
Gold: McKinney for Oasys Mobile, “Pherotones”
Silver: Mira Design Studio for Holiday Inn Express Hotels, “Showerhead Campaign”
Bronze: Modem Media for Delta Airlines, “Delta Q3/Q4 – delta.com”

Direct Response
Gold: Digitas for Pontiac Motor Division, “Pontiac Solstice Early-Order Program”
Silver: Modem Media for Delta Airlines, “Delta Direct Response”
Bronze: Media Contacts for Vonage, “Vonage Acquisition Campaign”

Business-to-Business
Gold: GJP Advertising for Covad, “The Ringing”
Silver: OgilvyOne Worldwide for IBM, “Clementine Banner”

Public Service/Not-for-Profit
Gold: Unicast by Viewpoint for ONE.ORG, “The ONE.ORG Public Awareness Campaign”
Silver: OgilvyOne Worldwide S.F. for Environmental Defense, “Global Warming”
Bronze: These Days for Nokia, “Helping Hands”

Search Marketing
Gold: Fathom Online for Covad, “Covad Search Marketing”
Silver: GM Planworks for Pontiac Motor Division, “Google Pontiac”
Bronze: RPA for Honda Element, “A Different Animal”

Mobile Platform
Gold: Starcom USA for Kellog’s Special K, “Special K Wireless”
Silver: These Days for Nokia, “STOP the Ring Tones here are the VIDEO Tones”
Bronze: OMD Digital for J&J Neutrogena, “Smooches”

Interactive Television
Special mention: DiGuilio Advertising for The Jackson Auto Group, “Jackson Auto Channel (Oceanic Digital Channel 913)”

Super-Rich Media
Gold: Deep Focus for HBO, “Sopranos: Crime.Organized.”
Silver: Moxie Interactive for Verizon Wireless, “V CAST Music”
Bronze: Arnold Worldwide and IQ Interactive for Royal Caribbean International, “Freedom of the Seas”

Viral Word of Mouth, Peer to Peer Marketing
Gold: McKinney for Oasys Mobile, “Pherotones”
Silver: Tequila for Sony Computer Entertainment of America (PlayStation) “Shadows of the Colossus – Giantology”
Bronze: Publicis Mojo for Nike, “Stuff History – Nike Socceroos Sponsorship Campaign”

Online Integration
Gold: RPA for Honda Element, “A Different Animal”
Silver: Moxie Interactive for Verizon Wireless, “V CAST Music”

Broadband Video
Gold: Brand New World for McNeil Nutritionals/Splenda, “SPLENDA Journey”
Silver: MRM Worldwide for Microsoft, “Microsoft Office Live Streaming Video Campaign”

In-Game Advertising
Gold: GM Planworks and Play for Cadillac V-Series, “Cadillac V-Series Collection for Xbox 360”
Silver: GM Planworks and Play for General Motors/Pontiac, “Pontiac Virtual NCAA Final 4”
Bronze: Optimedia for T-Mobile, “NBA Ballers: Phenom Integration”

Hispanic Interactive Advertising
Gold: The Vidal Partnership for Wendy’s, “Unidos Contra la Comida Mediocre” (United Against Mediocre Food)
Silver: The Vidal Partnership for The Home Depot, “Tu Casa Es Tu Cancha” (Your Home Is Your Playing Field)

International Award
Gold: Armchair Media for The Coca-Cola Co., “M5” USA
Silver: emitch for Virgin Blue, “Virgin Blue- Retail” Australia
Bronze: Tribal DDB Tel Aviv for Audi, “Audi – Special Sales Day Campaign”

In addition, two MIXX Impact Awards were presented. The Impact Awards recognize individuals and companies who have contributed significantly to the growth of the interactive advertising industry.

This year’s winners were: Marketer Impact Award: HP. Award accepted by Mary Bermel, director, interactive and emerging media, HP. Publisher Impact Award: Shelby Bonnie, CEO, CNET Networks.