On September 27, the OMMA Awards returned to New York bigger and better than ever before as part of Advertising Week 2010.
The OMMA Awards for Online Advertising Creativity were created in 2006 to honor those advertisers that push the potential of online advertising creative.
McKinney won two OMMAs in the Content Integration category in Online Advertising Creativity and Use of Gaming category in Online Advertising Creativity for Qwest Communications’ Protect Ur Rep, an innovative contest and integrated campaign that allowed Xbox console gamers using Xbox LIVE the chance to have their avatars posted over Qwest High-Speed Internet ads that also appeared in select games. This is the first time gamers had been invited to take over ads in the Xbox LIVE environment. And it’s the first-ever foray into in-game advertising for Qwest.
“We’re thrilled with our continued partnership with Qwest,” said Jay Sampson, director of emerging media sales–U.S. for Microsoft. “The Protect Ur Rep campaign represents the type of innovative advertising that engages consumers across multiple screens, artfully enhancing their personal entertainment experiences, as well as bringing gamers value through this compelling contest.”
“Thanks to Qwest for being kind, courageous and willing to break new ground,” said Jim Russell, director of digital strategy for McKinney. “This is the kind of work that inspires McKinney and the entire industry, and we’re looking forward to doing it again.”