IAB presents MIXX Award to McKinney for “Love from Above” experiential launch
McKinney and Virgin Atlantic Airways has won a Gold MIXX Award in the Mobile Platform category for its experiential launch, “Love From Above.‚Äù Presented by the Interactive Advertising Bureau (IAB), the MIXX Awards are the only honor devoted exclusively to interactive advertising, and the only juried competition that recognizes excellence in both creativity and effectiveness. For the first time, the digital advertising campaigns were evaluated by senior executives from agencies, publishers and marketing organizations, deliberating together, sharing their distinct perspectives on what makes advertising creative successful.
“The sheer volume of submissions, coupled with the extraordinary level of creativity that cut across such a wide swath of platforms and technologies, speaks to the vitality of the interactive advertising industry,” said Randall Rothenberg, President and CEO of the IAB. “Interactive advertising is breaking new ground in engaging consumers in ways that we had not even dreamed of, and the pace of change will only continue to accelerate.”
‚ÄúMcKinney won Best of Show at the inaugural MIXX Awards in 2005,‚Äù said McKinney Chairman and CEO Brad Brinegar. ‚ÄúSince then, it has gotten tougher and tougher to win at this show, which demands both creative excellence and proven results.‚Äù Brinegar added that Virgin Atlantic is well known for its unparalleled service and incomparable value. ‚ÄúIt‚Äôs great MIXX recognizes Virgin Atlantic‚Äôs equal commitment to communicating with their customers in innovative ways.‚Äù
“Love from Above” took flight with a 2-week experiential launch that brought Virgin Atlantic’s in-flight experience to the ground in New York City and Chicago. London landmarks projected throughout the skylines of both cities invited the target to the company’s first-ever WAP site,¬†http://LoveFromAbove.mobi, which was accessible by any cell phone or smart device equipped with an Internet browser. On the site, one could learn more about the complimentary taxi rides in wrapped London cabs, British pub events and free movie passes designed to convey the surprises travelers experience onboard. Participants could also download content such as ring tones, wallpapers, quizzes and text alerts. The launch culminated on Valentine’s Day with a surprise for busy New Yorkers, Chicagoans and Virgin Atlantic passengers.