Results tagged “Lincoln Bjorkman” from IABlog

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Responding to the innovation boom and an increased focus on the burgeoning mobile revolution, the international IAB MIXX Awards has expanded its mobile categories this year. IAB President & CEO Randall Rothenberg explained how mobile is changing the industry in an Adweek interview earlier this year. “There is an unusual intimacy with mobile—literally a physical intimacy. You’re holding, swiping, pinching ads and content. That represents a real change in user experience and content and advertising. That requires rethinking,” he explained.

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In advance of the judging for the MIXX Awards, we asked the judges to share insights on how mobile marketing has developed over the last year.

1. Mobile Integration Across Platforms
It takes a period of experimentation to discover any medium’s true capabilities. Agencies and brands alike are finally discovering how versatile mobile can be as a marketing vehicle. Alberto Ferrer (@albertoferrer), Managing Partner, Marketing and Operations at The Vidal Partnership, says he “particularly likes the integration of mobile with other channels−controlling an experience on your computer via your mobile phone, interacting with a video or TV campaign via your phone.” MIXX Awards judges Lincoln Bjorkman, Executive Vice President and Chief Creative Officer, North America, Digitas (@viabjorkman), and Lori Senecal, Chairman and Chief Executive Officer, kirshenbaum bond senecal (@digitalori), mentioned campaigns such as AMEX Sync with Twitter, which integrates mobile and social, and BMW’s Evolve app, which expands the product experience of an electric car for consumers as good examples of work that’s out there. Work like this proves that mobile can be successfully integrated with other platforms and unify a campaign.

2. Branded Mobile Apps
MIXX Awards judge Alan Schulman, Vice President, Chief Creative Officer, of SapientNitro NY (@DIGschulman), is particularly interested in the growth of mobile applications that “bring brand messaging and transaction together in 4- 5 simple steps. This is the real opportunity—to bring brand messaging, service platforms, and CRM together in a simple seamless way that yields business results.” Andreas Combuechen, Chairman, Chief Executive Officer, Chief Creative Officer of Atmosphere Proximity, mentioned the Nike Golf 360 app, which brings together golf techniques and Nike attire, as an example of “mobile experiences that are being developed to deliver sales instead of just buzz.” Branded Mobile Apps is also one of the new mobile categories for this year’s MIXX Awards.

3. The Future of Mobile
We sensed an energy of excitement when we discussed what might be ahead for mobile with our MIXX Awards judges. Benjamin Palmer (@bnjmn), Co-Founder and Chief Executive Officer of The Barbarian Group, feels that mobile is “actually where the most movement is. We’re in the very early stages of figuring out how we as marketers can do something that’s effective for the brands but also appreciated by our audience.” Dyshaun Muhammad, Senior Marketing Manager of General Mills (@DMBiteandChew), concurs, adding “mobile is rapidly expanding beyond the ruthless focus on utility to embrace being beautiful and visual.” With more interest in mobile than ever before and a newfound flexibility to include form AND function, the future of mobile is powerful.

If you’re a mobile advertising innovator or are creating outstanding interactive advertising, be sure to check out the new MIXX Awards categories and submit your entries before our extended entry deadline on July 20!

*These campaign selections are independent of the MIXX Awards competition. They may or may not have been entered in the 2012 program.

About the Author

sp_keller_tracy.jpg Tracy Keller
Sr. Manager, Events Marketing, Interactive Advertising Bureau (IAB)

Tracy is responsible for the strategy and execution behind marketing all IAB events, including managing marketing partnerships.

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The international IAB MIXX Awards has always been focused on advancing the cause of interactive advertising by celebrating groundbreaking digital work. Never has this task been more exciting and dynamic. As the advertising industry continues to shift and transform with the growing digital marketplace, we see more creative and impactful work than ever before.

As we accept entries for the 8th annual international IAB MIXX Awards, we asked our esteemed judging panel to share which campaigns* from the past year impressed them most. Here are four campaigns that are early stand outs:

1. IBM Smarter Planet
MIXX Awards Judges Alan Schulman (@DIGschulman) of SapientNitro NY and Brad Brinegar (@bradbrinegar) of McKinney both find IBM’s Smarter Planet campaign to be smart and well-executed. Created by the team at Ogilvy New York, Smarter Planet encouraged innovation through technology. “The Smarter City” element of this campaign won the 2011 GOLD Business-to-Business MIXX Award.

2. Nike+ Fuelband
The Nike+ Fuelband, which recently won both the Titanium Grand Prix and Cyber award at Cannes Lions, was released earlier this year — with its tracking capabilities and social integrations, the Fuelband quickly became the must-have accessory for gadget lovers and fitness fans alike. Lori Senecal (@digitalori), Chairman and CEO of kirshenbaum bond senecal, recognized this campaign from Wieden + Kennedy as an example of “brand ideas that take positive action and create new behavior, [giving] valuable returns for both the brand and the consumer.”

3. KONY 2012
The controversial KONY 2012 viral video was created by the founders of the non-profit Invisible Children in order to draw attention to their campaign for the arrest of Ugandan war criminal Joseph Kony. It took the Internet by storm in March and piqued the interest of MIXX Awards Judge and Chief Creative Officer at Digitas North America Lincoln Bjorkman (@viabjorkman). “KONY 2012 showed the power to be had from bold integrated campaigns in the hands of people and causes, not just agencies and brands,” he said.

4. Ready Pa’ Tu Mundo
Ready Pa’Tu Mundo” was created by Zubi Advertising for Ford to help to relaunch its Fiesta model. Ford decided to focus on a young, bilingual audience and utilized a variety of digital platforms to do so. MIXX Awards Judge Marla Skiko (@mskiko) of SMG Multicultural, recognized this campaign as successfully “incorporating great bilingual content across social and mobile. Custom content came in from urban Latinos who epitomize their young, trendsetting target. The design of the website allowed them to ‘slide’ between English and Spanish versions, or a blend of the two—exactly how they see their day-to-day world.”

Does your digital advertising work have what it takes to catch the eye of the MIXX Awards judges? It’s not too late to enter the international IAB MIXX Awards! The Extended Entry Deadline is July 20. Enter now at www.iab.net/mixxawards.

*These campaign selections are independent of the MIXX Awards competition. They may or may not have been entered in the 2012 program.

About the Author

sp_keller_tracy.jpg Tracy Keller
Sr. Manager, Events Marketing, Interactive Advertising Bureau (IAB)

Tracy is responsible for the strategy and execution behind marketing all IAB events, including managing marketing partnerships.