Mullen wins MITX best-in-show award

Mullen, the advertising agency headquartered in Wenham, won a "best in show" award for designing an interactive Web campaign for National Grid, a utility with more than 1 million Massachusetts energy customers. (An image from that campaign is shown above.)

The award was from the Massachusetts Innovation & Technology Exchange, or MITX, which this year handed out awards in 33 Web categories.

MITX described Mullen's winning work for National Grid in a press release: "National Grid’s Floe website and 'Power of Action' campaign was designed to gauge carbon impact in order to educate users on their personal impact on the environment. The fully integrated multimedia campaign utilized a Web site, television, online banner ads, events and promotions, print, out of home, radio, SEM (search-engine marketing), and guerilla activities. Visitors to the website learn how lifestyle choices (both energy and non-energy related) and simple actions can have a large impact on the environment. Users even have the option to adopt a virtual polar bear cub and take care of it through games that increase the bear's happiness, health, and friendship with the user. Through these games, users learn how positive environmental actions will help protect the environment."

The image of the campaign that appears above this post was provided by Mullen. To view the website that Mullen designed for National Grid, please click here.

Other winners of major MITX awards this year included Liberty Mutual, Hangout Industries, Genuine Interactive, and Sapient Interactive, the organization said. For a full list of winners, please click here.

The technology and sophistication of interactive marketing efforts have evolved considerably since the first awards ceremony that MITX held in 1996, said Kiki Mills, the organization's executive director.

In the early years, she recalled, awards were distributed for best kiosk and best business-to-Fax applications.
(By Chris Reidy, Globe staff)