SOURCE: BrightLine

BrightLine

September 29, 2010 20:10 ET

BrightLine Captures Three IAB MIXX Awards

Impressive Showing From Interactive TV Innovator Coupled With "Masters of the Universe" TV Summit Marks Company's Role in Medium's Resurgence

NEW YORK, NY--(Marketwire - September 29, 2010) -  Marking a milestone in the continued growth of advanced television advertising, interactive TV advertising pioneer BrightLine (www.brightlineitv.com) was honored last night with three awards at the 2010 IAB MIXX Awards ceremony, presented by the Interactive Advertising Bureau. BrightLine's big night followed "Masters of the Universe," a day-long summit that it curated as part of Advertising Week in New York City. The event brought together a cross-section of television industry leaders to discuss the future of the medium and the expanding impact of interactive television on it.

At the 2010 MIXX Awards, BrightLine was three-for-three, winning awards for each one of its nominations. Notably, in each instance, BrightLine's winning interactive television advertising campaigns were recognized against competition from across all other digital platforms including mobile and web.

BrightLine's IAB MIXX awards included:

  • Multicutural: BrightLine and its client, Unilever's Degree Men, were awarded a Gold Medal for a Spanish-language campaign, "Degree Futbol," which featured soccer superstar Andres Guardado and was produced in partnership with marketing agency Walton Isaacson. BrightLine captured behind-the-scenes videos of a Degree/Guardado commercial shoot, and made the content available via a branded television channel.

  • Video On Demand (VOD) & Interactive Television: BrightLine and its client, GlaxoSmithKline's Abreva cold sore medication, were awarded a Gold Medal for its "Cold Sore Confessions" campaign, which featured candid interviews with real-life cold sore sufferers and a casual game utilized to help educate consumers about the Abreva difference.

  • BrightLine was also awarded the Silver Award in the VOD category for its campaign with client Burger King. "BK Steakhouse" featured a casual game to support the launch of Burger King's new sandwich.

Earlier in the day, over 30 television industry experts participated in BrightLine's "Masters of the Universe" summit. The overwhelming theme of the day was the exponential growth in the use of interactive television advertising in recent years, with panelists leaving the capacity crowd at the Paley Center for Media with little doubt that interactive television has already become an integral and welcome part of a television viewer's experience with the medium.

Participants included:

  • Leaders representing many of the most active advertisers in the advanced television space, including such brands as Unilever and GlaxoSmithKline

  • Association of National Advertisers President and CEO Bob Liodice

  • Nielsen Executive Vice President and General Manager Randall Beard

  • Canoe Ventures CEO David Verklin, making his first public appearance in more than a year to discuss the enormous opportunities and national reach that interactive TV advertising provides top brands

  • Microsoft Entertainment and Devices Division General Manager Mark Kroese

"This day marked a watershed moment for BrightLine and the entire interactive television industry," said Jacqueline Corbelli, co-founder and CEO of BrightLine. "It began with many of the leading voices in television confirming that interactivity will define the future of the medium and concluded with a very special night at the MIXX Awards. We are so proud that our clients' work was recognized by the IAB, particularly given that the competition included outstanding campaigns executed across all other digital platforms."

"This recognition is certainly a testament to our terrific team at BrightLine," added Rob Aksman, co-founder and EVP Experience Design of BrightLine. "As important for the brands we work with, it's a testament to the effectiveness of strategically integrating iTV into their marketing mix."

About BrightLine:
BrightLine (www.brightlineitv.com) is the leading innovator in the strategic application of interactive TV advertising. The company creates and implements customized, measurable interactive television ad experiences in ways that achieve instant mass scale and effectiveness, is most organic for TV viewers and feeds their observed remote control behavior. BrightLine transforms passive TV advertising, like the traditional 30 second spot, into an effective customer-driven interaction -- the end result is superior overall viewer involvement that leads to deeper engagement with higher levels of brand recall, purchase intent, and product sales.

www.brightlineitv.com | Twitter: @brightlineiTV

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