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Tuesday, November 17, 2009
MITX Awards celebrate Dunkin’ Donuts, Zipcar, Sapient and others
By Rodney H. Brown
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The Massachusetts Innovation & Technology Exchange (MITX) hosted more than 1,000 attendees at its 14th annual awards competition this evening at the Boston Marriott Copley Place, and Dunkin’ Donuts walked away with the Interactive Marketer of the Year award, while Zipcar Inc. grabbed the Best User Experience award for its redesigned Zipcar.com website.
Just last month, Scott Griffith, CEO of Zipcar, was also named a 2009 Mass High Tech All-Star. Zipcar.com’s new look also picked up the award for Applied Technology.
Sapient Interactive took the Best of Show award for the Happiness Factory 3 site it designed for The Coca-Cola Co.
The Best Use of Technology award went to the Stanley Level iPhone app, which was developed for Stanley Works by Boston-based agency Mullen and Aurnhammer LLC of New York. In total, the MITX Award winners competed in 28 web categories in industries ranging from biotechnology/pharmaceuticals to travel and tourism.
Returning as master of ceremonies after a one-year gap was comedian Jeff Caldwell, whose observations about social media and biotech were a hit with the audience. New to the event was a live band, the Loomers, which played as the audience was ushered into the ballroom, and played the songs that accompanied the winners, such as when Small Army won for Best Brand Campaign for 3Dudes Gone 3D for SolidWorks CAD software, and the band played Mott the Hooples "All the Young Dudes."
Also new was a new category, the People's Choice Award for Interactive Agency of the Year. Audience members were asked to text in a vote for one of the handful of firms that had been nominated the most, from a list shown repeatedly on the giant screens throughout the evening. Taking home that first award was Mullen.
After the event, Kiki Mills, president of MITX, said about the growth of the industry in the state, "We do a market size study every year and there's a $29 billion industry here that employs over 69,000 people. Those aren't numbers to sneeze at."
Launched in 1996 when the organization was known as the Massachusetts Interactive Media Council (MIMC), the MITX awards are judged by a committee comprised of more than 100 individuals from various disciplines, including members of the media, industry analysts, academia, creative directors, chief technology officers, webmasters, developers, producers, content providers and marketing executives and strategists, according to group officials.
The complete 2009 MITX Award winners include:
Applied Technology: Zipcar.com redesign by Zipcar in partnership with ISITE Design
Best Brand Campaign: 3Dudes Gone 3D by Small Army for SolidWorks CAD software
Best Cross Media Campaign: Create Dunkin’s Next Donut by Studiocom with Ryan Partnership, RF Binder, Hill Holliday for Dunkin’ Donuts
Best Direct Response Campaign: Amtrak’s Acela by Media Contacts with Mobext for Amtrak
Best Use of Analytics: ACUVUE Consumer Acquisition & Campaign Management by Prospectiv with J3 unit of Universal McCann for Vistakon division of Johnson & Johnson
Best Use of Search: Squaw Valley 50/60 Pass Paid Search by AMP Agency for Squaw Valley USA
Best Use of Social Media: Harley-Davidson 2010 Motorcycles Mosaic by Overdrive Interactive for Harley-Davidson
Best Use of Targeting: 2009 Zipcar Paid Search Campaign by Overdrive Interactive for Zipcar
Best Use of Video: “Speed Baby: 3DVIA Launches New Products Using Innovative Lead-Gen Video Site “ by Genuine Interactive for 3DVIA
Biotechnology/Pharmaceuticals: Alnylam Corporate Website by evoke interaction for Alnylam Pharmaceuticals
Branded Content: Celebrity Cruise Lines - Starring You Network by Sapient for Celebrity Cruise Lines
Consumer Goods: Saturn Neighborhood by DIGITAS for Saturn
Consumer Goods: Happiness Factory 3 by Sapient for The Coca-Cola Co.
Education and Learning: Hooked on Phonics Learn to Read by Bridgeline Software Inc. for Smarterville Inc.
Educational Institution: Wharton MBA website redesign by iFactory with Yellow Pencil for Wharton School of Business
Financial Services: Green$ense by Arnold Worldwide for Citizen’s Bank
Games and Entertainment: Expedition Africa by Pod Digital Design for History Channel
Health and Fitness: Massachusetts General Hospital website redesign by Massachusetts General Hospital with Partners HealthCare and IconNicholson
Kids, ‘Tweens and Teens: Lifeskills Training by VPG Integrated Media for National Health Promotion Associates
Mobile: Stanley Level iPhone App by Mullen with Aurnhammer LLC for Stanley Works
News: Variety.com redesign by Mad*Pow for Variety Magazine
Nonprofit and Government: The Bread Art Project by Mullen with Honest NY for Grain Foods Foundation
Professional Services: centerbrook.com by Beehive Media LLC with Centerbrook Architects and Planners for Centerbrook Architects and Planners
Real Estate: Welcome to Fenway Triangle by Genuine Interactive with Rattle Advertising, Design, and Marketing for Samuels & Associates
Rich Internet Application (RIA): Portfolio Insight by John Hancock Funds
Social Influence Application: Will It Blend? by Mullen for Olympus
Technology: Microsoft New England Research & Development Center website by Conover Tuttle Pace for Microsoft Corp.
Travel, Tourism, and Hospitality: The Nation of Why Not by Garfield Group Interactive for JWT & Royal Caribbean
Interactive Marketer of the Year: Dunkin’ Donuts
People’s Choice for Interactive Agency of the Year: Mullen
Best Engagement: Expedition Africa by Pod Digital Design for History Channel
Best User Experience: Zipcar.com redesign by Zipcar in partnership with ISITE Design
Best Use of Technology: Stanley Level iPhone app by Mullen with Aurnhammer LLC, for Stanley Works
Best of Show: Happiness Factory 3 by Sapient Interactive
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