From Virtual Threads to Polar Bear Cubs: MITX Honors Region’s Top Web Marketing Campaigns

The Massachusetts Innovation & Technology Exchange (MITX), the industry association for Boston-area digital media and marketing companies, handed out its 13th annual “Interactive Awards” last night in a ceremony at the Boston Marriott Copley Place hotel.

A kind of multimedia version of the national Clio awards, but recognizing the years’ most creative advertising campaigns by New England-area companies, the MITX awards go mostly to firms and agencies that are exploring new ways to use the Web and related media to reach consumers with marketing messages.

For example, the Best Use of Technology award went to, a collection of virtual social gathering spaces introduced earlier this year by Boston’s Hangout Industries (profiled here in September). Members of the free Hangout service can customize their avatars and personal spaces with virtual items from real-world brands and retailers, such as posters from and clothes modeled on real garb from Threadless T-shirts.

And the Best in Show award—as well as the Best Brand Campaign and Best Integrated Campaign awards—went to Westborough, MA-based electric and gas utility National Grid and its agency Mullen, for the National Grid Floe website, where cuddly animated polar bears help consumers gauge the carbon dioxide emissions that result from their personal energy usage. The website was part of a multimedia campaign that spanned TV ads, online banner ads, and guerilla marketing activities.

“This year’s award winners are some of the world’s most innovative marketing and creative experts that help national and local brands connect with their audiences through the use of technology,” MITX exectuve director Kiki Mills said in a statement.

Here’s the full list of winners, with links to the winning projects, where available.

Applied TechnologyHill Holliday-Visual IQ Digital Marketing Analytics Platform for Liberty MutualVisual IQ with Hill Holliday, for Liberty Mutual
Biotechnology/PharmaceuticalsMS LifeLines Magazine & Newsletter: A Patient Retention CampaignCramer for EMD Serono, Inc
Consumer GoodsThe Skinny on MustardGenuine Interactive for Reckitt Benckiser (French’s Mustard)
Corporate Training and SupportJoin BainSapient Interactive for Bain & Company
Education and LearningFirefly WatchMuseum of Science
Educational InstitutionHarvard Business School MBA siteiFactory for Harvard Business School
Entertainment/SportsThe Andromeda Strain – Wildfire LabPod Digital Design for A&E Television
Financial ServicesCharles River Ventures Corporate Web SiteHunt & Gather for Charles River Ventures
Health and FitnessHalifax Health WebsiteAcsys Interactive for Halifax Health
Kids, ‘Tweens & TeensFETCH! with Ruff RuffmanWGBH Interactive for WGBH Educational Foundation
MediaNetwork World.comNetwork World, Inc
MobileLaundryView Lite for Mac-Gray CorporationPixel Bridge for Mac-Gray Corporation
Best Brand CampaignNational Grid Power of Action CampaignMullen for National Grid
Best Direct Response CampaignComcast Business Class Spring Promotion Acquisition CampaignOTOi, a One to One Interactive Company for Comcast
Best Integrated CampaignNational Grid Power of Action CampaignMullen for National Grid
Best Use of MobileIKEA Catalog ‘Find It’ SweepsValassis 1 to 1 Solutions for IKEA
Best Use of SearchHarley-Davidson Paid Search Marketing 2008Overdrive Interactive for Harley-Davidson
Best Use of Social MediaBurma It Can’t WaitDigital Influence Group for Fanista
Best Use of VideoUsed Car AmbushMullen with Struck for General Motors Corp. (GM Certified Used Vehicles)
Best Use of SponsorshipComcast Pandora SponsorshipOTOi, a One to One Interactive Company for Comcast
Nonprofit/ Website RedesignISITE Design for Revels
Online CommerceRockport Global Web Storegsi interactive – a division of GSI Commerce for The RockportCompany, LLC
Professional ServicesEY InsightMolecular with Carat for Ernst & Young
Real EstateRentomatic Investment Instruments Corp
Rich Internet Application (RIA)Valassis ‘PromoCircular’Valassis for Valassis
TechnologyHP ShowroomOasis Technology Partners for Goodby, Silverstein and Partners
Travel, Tourism and HospitalityWater Recreation SiteDigitas for Holiday Inn
Web 2.0 and Social NetworkingBuilding Brand, Content and Capital through FacebookTripAdvisor
Best User ExperienceJoin BainSapient Interactive for Bain & Company
Best EngagementThe Skinny on MustardGenuine Interactive for Reckitt Benckiser (French’s Mustard)
Interactive Marketer of the YearLiberty Mutual
Best Use of TechnologyHangoutHangout Industries
Best of ShowNational Grid Power of Action Campaign / FloeMullen for National Grid

Wade Roush is a freelance science and technology journalist and the producer and host of the podcast Soonish. Follow @soonishpodcast

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