Slam Dunk for Dunkin’ Donuts at MITX Interactive Awards

For the fourteenth year in a row, the Massachusetts Innovation and Technology Exchange—far better known as MITX (pronounced my-tex)—handed out its Interactive Awards tonight, in a sold-out ceremony at the Marriott Copley Place Hotel in Boston. The awards honor the most creative digital advertising and marketing campaigns devised by companies and agencies in the New England region.

The evening’s spotlight shined with extra sparkles on Dunkin’ Donuts, which won the title Interactive Marketer of the Year. The award was partly in recognition of “Create Dunkin’ Donuts’ Next Donut,”  a website where donut lovers can literally design potential donut shapes, flavors, and decorations for next-generation pastries. (The 2009 winner: “Toffee For Your Coffee,” a classic toroid donut with sour cream dough, a glaze covering, and a chopped Heath Bar topping.)

Dunkin' Donuts Create Your Own Donut CampaignDunkin’ Donuts also won in the “Best Cross Media Campaign” category of the MITX awards. “Being named MITX Interactive Marketer of the Year is wonderful honor and a great thrill,” said Cynthia Ashworth, Dunkin’ Donuts’ vice president of consumer engagement, in a prepared statement. “Along with our loyal fan base, we’re excited about the seemingly endless possibilities within interactive and are intent on continuing to make strides in this area.”

Of course, many other companies and interactive marketing agencies also took home awards, in categories ranging from “Best Use of Social Media” to best biotechnology/pharmaceutical campaign. The full list of honorees is below.

We asked MITX Presidentt Kiki Mills to sum up some of the trends she perceived in this year’s awards, especially the technology-related changes. She sent along the following thoughts:

“Social networks are not a discrete category anymore. Social functionality is now showing up in the most mundane applications, reinforcing the notion that marketers of every stripe recognize that the days of the one-way conversation are over. While many are still unsure how to effectively leverage social technologies to effectively support their messaging, there is a clear realization that there is some evolving role for this fast moving area.

“Video and other rich media are also an increasingly large component of many sites (supporting yesterday’s announcement from Brightcove of their lower cost Brightcove Express solution).

“Campaigns have matured in that they are much more user/use-case driven than in the past. Moving forward, we’re more likely to see analytics framing the creative—focusing campaigns on critical behaviors to influence, shaping what the costs and execution have to be to justify themselves in the face of the likely numbers.

“There is an increasing willingness of companies to experiment and include these technologies. Particularly with tech now so much [more] affordable, it’s easy to work a variety of things into a campaign.”

And finally: “The interactive industry in general has matured to the point where even small companies with (presumably) modest budgets are delivering high quality Web experiences.” (Thanks Kiki!)

Continue to page 2 for the full list of MITX Interactive Award Winners (including project, agency/creator, and client).

2009 MITX Interactive Award Winners

Applied Technology Redesign
Zipcar in partnership with ISITE Design

Best Brand Campaign

3Dudes Gone 3D
Small Army for SolidWorks CAD software

Best Cross Media Campaign

Create Dunkin’s Next Donut
Studiocom with Ryan Partnership, RF Binder, Hill Holliday for Dunkin’ Donuts

Best Direct Response Campaign

Amtrak’s Acela
Media Contacts with Mobext for Amtrak

Best Use of Analytics

ACUVUE Consumer Acquisition & Campaign Management
Prospectiv with J3 unit of Universal McCann for Vistakon division of Johnson & Johnson

Best Use of Search

Squaw Valley 50/60 Pass Paid Search
AMP Agency for Squaw Valley USA

Best Use of Social Media

Harley-Davidson 2010 Motorcycles Mosaic
Overdrive Interactive for Harley-Davidson

Best Use of Targeting

2009 Zipcar Paid Search Campaign
Overdrive Interactive for Zipcar

Best Use of Video

“Speed Baby: 3DVIA Launches New Products Using Innovative Lead-Gen Video Site “
Genuine Interactive for 3DVIA


Alnylam Corporate Website
evoke interaction for Alnylam Pharmaceuticals

Branded Content

Celebrity Cruise Lines – Starring You Network
Sapient for Celebrity Cruise Lines

Consumer Goods

Saturn Neighborhood
DIGITAS for Saturn

Consumer Goods

Happiness Factory 3
Sapient for The Coca-Cola Company

Education and Learning

Hooked on Phonics Learn to Read
Bridgeline Software, Inc. for Smarterville, Inc.

Educational Institution

Wharton MBA web site redesign
iFactory with Yellow Pencil for Wharton School of Business

Financial Services

Arnold Worldwide for Citizen’s Bank

Games and Entertainment

Expedition Africa
Pod Digital Design for History Channel

Health and Fitness

Massachusetts General Hospital Website Redesign
Massachusetts General Hospital with Partners HealthCare and IconNicholson

Kids, ‘Tweens and Teens

Lifeskills Training
VPG Integrated Media for National Health Promotion Associates


Stanley Level iPhone App
Mullen with Aurnhammer LLC for Stanley Works

News Redesign
Mad*Pow for Variety Magazine

Nonprofit and Government

The Bread Art Project
Mullen with Honest NY for Grain Foods Foundation

Professional Services
Beehive Media LLC with Centerbrook Architects and Planners for Centerbrook Architects and Planners

Real Estate

Welcome to Fenway Triangle
Genuine Interactive with Rattle Advertising, Design, and Marketing for Samuels & Associates

Rich Internet Application (RIA)

Portfolio Insight
John Hancock Funds

Social Influence Application

Will It Blend?
Mullen for Olympus


Microsoft New England Research & Development Center Website
Conover Tuttle Pace for Microsoft

Travel, Tourism, and Hospitality

The Nation of Why Not
Garfield Group Interactive for JWT & Royal Caribbean

Interactive Marketer of the Year

Dunkin’ Donuts

Best Engagement

Project:  Expedition Africa

Agency/Creator: Pod Digital Design for History Channel

Best User Experience

Project: Redesign

Agency/Creator: Zipcar in partnership with ISITE Design

Best Use of Technology

Project:  Stanley Level iPhone App

Agency/Creator: Mullen with Aurnhammer LLC, for Stanley Works

Best of Show

Project:  Happiness Factory 3

Agency/Creator: Sapient Interactive

Wade Roush is the producer and host of the podcast Soonish and a contributing editor at Xconomy. Follow @soonishpodcast

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3 responses to “Slam Dunk for Dunkin’ Donuts at MITX Interactive Awards”

  1. Congratulations to Dunkin’ Donuts! It’s a well-deserved win.

    I’ve been archiving their online ads in my gallery for over 3 years. They’re consistently well-executed and audience-relevant.

    Check out their online work here:


  2. Congrats to MITX and all the award winners. It was my first time to attend the MITX event and I was blown away by the vibrancy, quality, and organization– of both the work being recognized, and the event itself. Kudos to MITX!

    Coincidentally, two of us from my company also were at a prestigious awards gala in NY last week and my colleague aptly called that Big Apple event “retro and frumpy.”

    Boston/MA looked pretty cutting edge and chic last night.