Dive Brief:
- The Interactive Advertising Bureau released a report, "What Works & Why in Digital," about the 2015 Mixx Awards, detailing the winning digital marketing campaigns.
- IAB President and CEO Randall Rothenberg described the campaigns highlighted in the report as representing “the finest in digital marketing” as well as “innovation that begets innovation.”
- This year, the ALS Association’s “The ALS Ice Bucket Challenge” campaign took home the prize for Best in Show.
Dive Insight:
The effort also took gold in several categories including: brand awareness and positioning, public service/brand citizenship, and social.
"The ALS Association's 'Ice Bucket Challenge' is a case study in what happens when all the elements line up. It was simple, silly, social, selfless, and staggeringly successful (reaching a global audience larger than the combined audiences of the Super Bowl and the Oscars)," said DigitasLBI Chief Content Officer Scott Donaton about the effort.
Meanwhile, Big Spaceship CEO Michael Lebowitz, who was jury chair for the 2015 IAB Mixx Awards, said the "Ice Bucket Challenge" demonstrated the type of opportunity brands should look for.
"Instead of buying their way into people’s consciousness, they saw an opening to tap into something in an organic way and add an accelerant," Lebowitz said. In the fast-paced, digital environment consumers live in, it's crucial for brands to find interesting ways to jump into the conversation.
"Consumer expectations of online experiences are constantly changing. We must tirelessly innovate and elevate these experiences to make meaningful and lasting connections with people," he said.