Lego took home the Grand Prix at this year’s new media age awards for Lego Hero factory breakout web and iOS campaign.
Lego and its agency 4T2 Multimedia won the consumer products and services category as well as scooping the overall accolade.
The ‘transmedia’ campaign, a game created to raise awareness of the Lego Hero Factory Range, was selected by judges because it used a highly engaging narrative, showing the power of digital to tackle brand awareness and drive impressive results.
Spotify UK MD Chris Maples was honoured with the Greatest Individual Contribution to New Media award, as voted for by the public.
A new award for the 2012 event was the Rising Star award, aiming to recognise the best of the young talent in our industry. This award was taken home by Grapple Mobile’s Adam Levene.
The Special Award for Technological Innovation was taken home by Intel and MRM Meteorite for their work on ‘Intel Info Stream: Football’, a second screen football experience for football.
Category winners include:
Nissan - Behind The Hit
DNA and Manning Gottlieb OMD
Business to Business:
Auto Trader UK - Dealer portal iPhone app
Charity and Voluntary:
Cancer Research - R U V Ugly?
Highly Commended - Just Giving - Just Text Giving
Consumer Products and Services:
Lego - Hero Factory
Momentum Pictures - Limitless
Highly Commended - Viacom International Media Networks and K2 Internet - MTV HD
Eurostar - Lamest Excuse
Highly Commended: Eurotunnel Le Shuttle - OMD
Skype - Say It With Skype
Highly Commended - Waitrose and Manning Gottlieb OMD - Waitrose School of Christmas Magic
Virgin Money - 40 Years Of Better
Bauer Media - Grazia Fashion Issue Live
Highly Commended - News International Sun Football Legends - Jam
Best Use of Affiliate Marketing:
Highly Commended - Argos - Commission Junction
Best Use of Email:
Monarch - Late Summer Search
Best Use of Search:
Best Use of Video:
ASOS - Urban Tour
Highly Commended - Fosters Funny - Hyper Naked
Best Use of Viral Marketing:
Male Cancer Awareness Campaign - Rhian Sudgen Touches Herself
Highly Commended - English National Opera - Don’t Panic Marketing
Best Use of Social Media:
GCHQ - Cyber Jobs
Best Use of Mobile:
Bacardi-Brown-Forman Brands - Wetherspoon Unlocked