Interactive Creativity that Works
The IAB MIXX Awards recognizes and celebrates the best of the best the interactive marketing that connects brands with consumers. The winning work ultimately serves to educate the marketplace about what works and why in digital advertising, as well as inspire the community by pointing to future trends and where the industry is heading.
The 2015 IAB MIXX Awards categories are broken into two types of entries: Strategies & Objectives and Tools, Tactics, & Platforms.
Strategies & Objectives
These categories recognize interactive work that blends big ideas, strategy, and execution to deliver on the objective or intention of a brand.
Tools, Tactics, & Platforms
These categories recognize interactive work that leverages specific interactive elements to create an exceptional consumer experience that delivers results for a brand.
Additional categories to be awarded:
Special Innovation Category: Can't be Contained!
Recognizing work so innovative it defies categorization.
Best in Show
The coveted Best in Show Award will be chosen by the judges to honor the best work among all categories.
Many submissions qualify for more than one category. Entrants may submit into multiple categories. In addition, there is no limit on the number of entries submitted by one particular entrant.
|Strategies & Objectives|
|Recognizing interactive work that blends strategy, big ideas, and execution to deliver on brand objectives.|
|Brand Awareness and Positioning||
Objective: To drive awareness of a brand or brand attributes.
The work in this category stands out from the crowd, often enters into pop culture, and creates sustainable brand awareness.
Objective: To create original, entertaining, or informational content which connects to the core attributes of a brand.
The work in this category is unique content that could only be created by the brand or on behalf of the brand.
Objective: To add value to consumers’ lives with a service or tool that connects with the core attributes of a brand.
The work in this category is marketing that adds value to a consumer’s life by creating something functional or useful.
Objective: To create a cohesive consumer experience across multiple (3 or more) platforms or media.
The work in this category uses multiple channels and platforms seamlessly together to create a campaign that is greater than the sum of its parts.
Objective: To leverage data in a way which inspires both a creative concept and its execution.
The work in this category is creative born of data. It is work that could not have happened without data at its foundation or core.
Objective: To enable consumers to interact with or control an experience of sight, sound, and motion.
Winning work in this category takes video beyond watching and sharing to incorporate interactive elements.
Objective: To create consumer-centric brand experiences that engage users where, when and on whatever mobile device or platform.
The work in this category is exclusively mobile – designed to engage on a mobile platform or device.
Objective: To engage a sub-group of a larger population in a way that plays on cultural context or heritage.
The work in this category leverages cultural insight to create unique marketing that connects with a specific cultural demographic.
Objective: To introduce consumers to a new product or service.
The work in this category provides a launch for a product that goes beyond standard media buying.
|Public Service/Brand Citizenship||
Objective: To inspire altruism or change behaviors for the greater good.
The work in this category is where brand marketing meets the greater good. It includes pro-bono work created on behalf of a non-profit or government agency as well as brand citizenship or cause marketing that strategically aligns a brand with a cause that fits with the brand’s values.
Objective: To create a brand experience that empowers consumers to participate, co-create, and share.
Work in this category ripples through the social space by design, not by accident. It facilitates organic reach far beyond the users network.
|IAB MIXX Awards: Special Innovation Category|
|The IAB MIXX Awards recognizes work that points to the future of digital advertising. This category celebrates the individuals, teams, and talents pushing the boundaries and driving the industry forward.|
|Can’t be contained!||Any execution so experimental and innovative that it defies categorization|
|IAB MIXX Awards: Tools, Tactics, & Platforms|
|Recognizing interactive work that leverages digital tools, tactics, or platforms to create an exceptional consumer experience that delivers results for a brand.|
|Augmented Reality/Phygital||Any digital execution built to create a digital or virtual layer on top of a physical place or item.|
|Brand Destination Site||Any online destination or microsite to provide an exceptional user experience around a brand or product.|
|Branded Mobile Application||Any mobile application built to leverage the unique attributes of a mobile device including smartphones, tablets and phablets to create an exceptional consumer experience that delivers results for a brand.|
|Business-to-Business||Any advertising that connects a brand, product, or service with a business audience.|
|** New Category: Digital Audio||Any advertising campaign that utilizes digital audio as the primary experience, delivered via the wired or mobile internet, in a streaming or downloadable format. It may be purely auditory in nature; or include a visual or interactive component.|
|Digital Video Ad - IAB Rising Stars||
Any linear, in-stream, IAB Standard Digital Video Rising Star Ad Unit.
*Entrants must name unit in entry form. (E.g. Ad Control Bar, Extender, Filmstrip, Full Screen, Time Sync)
|Direct Response and Lead Generation||Any campaign or individual execution built to drive direct response or to generate prospective customers by gathering information to qualify and score the opportunity for future follow up.|
|Display Ad - Custom||Any custom or non-standard online display ad that allows users to interact with the content in a rich media environment, incorporating dynamic motion, video, and/or audio.|
|Display Ad - IAB Rising Stars||
Any IAB Rising Star Display Ad Unit that allows users to interact with the content in a rich media environment, incorporating dynamic motion, video, and/or audio.
*Entrants must name unit in entry form. (E.g. Billboard, Filmstrip, Portrait, Pushdown, Sidekick, Slider)
|Games||Any piece of interactive advertising functioning primarily in a game environment, including in-game or branded games, via PC, console, or other platform-based games.|
|** New Category: Innovative Use of Creative Optimization Ad Technology||Any solution that transforms brand assets or creative into personalized messages that target the right audience at the right time.|
|Interactive Out-of-Home||Any advertising that leverages digital billboards, posters, interactive screens, or installations for marketing to consumers when they are “on-the-go,” in public or commercial locations.|
|Location-Based Advertising||Any mobile or online marketing effort that utilizes geo-targeting or geo-aware technology to activate or drive a brand experience.|
|Mobile Brand Destination||Any mobile-web destination or microsite built to provide an exceptional user experience around a brand or product.|
|Mobile Display Ad - Custom||Any custom or non-standard mobile display ad that allows users to interact with the content in a rich media environment, incorporating dynamic motion, video, and/or audio.|
|Mobile Display – IAB Rising Stars||
Any IAB Rising Star Mobile Ad Unit that allows users to interact with the content in a rich media environment, incorporating dynamic motion, video, and/or audio.
*Entrants must name unit in entry form. (E.g. Mobile Adhesion Banner, Mobile Filmstrip, Mobile Full Page Flex, Mobile Pull, Mobile Slider)
|Native Advertising||Any advertising that’s assimilated into the design of a page and/or consistent with a PC or mobile platform behavior.|
|Online Commercial||Any commercial exclusively created for online execution that leverages the unique capabilities of an interactive environment.|
|Search Marketing||Any campaign featuring exemplary search marketing tactics.|
|** New Category: Wearables||Any advertising that capitalizes on the unique attributes of portable or wearable technology (e.g. smart watches / glasses, fitness monitors or other connected wearable devices) to deliver a marketing message to the consumer. The marketing message can be delivered through the device or the message can be the device itself.|