Marketer awards close out MI6

MI6 awards handed out, and handed out, and handed out; Microsoft, Activision big winners.

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The MI6 Game Marketing Conference in San Francisco closed out its inaugural event last night with an awards show that had prizes for just about anyone and everyone who showed up.

Judged by industry peers, according to the producers, marketers from both inside and outside the game industry were honored.

The awards were handed out by The Association of Electronic Interactive Marketers, a new organization that seeks to recognize marketers who are promoting games to both endemic and nonendemic consumers and also the brands that use games as vehicles to advertise their own wares.

The organization hosted a conference of keynotes, presentations, and panels this week in San Francisco and recently named Microsoft corporate vice president Peter Moore to the position of chairman.

Below is a list of awards handed out at last night's award ceremony.

Branding/Image
Gold - Casanova Pendrill Publicidad, Xbox 360 US Hispanic Market
Silver - McCann-Erickson, Joy

Product Television Ad
Gold - Activision, Madagascar
Silver - The Ant Farm, Lego Star Wars "Prophecy"

Product Campaign Using Multiple Media
Gold - Ubisoft, Prince of Persia: The Two Thrones multimedia campaign
Silver - The Ant Farm, Lego Star Wars

Product Launch Campaign
Gold - SCEA, PSP Launch Campaign
Silver - Mullen, GameTap integrated launch campaign

Product Promotion Trailer
Gold - RDA International, CivAnon E3 Trailer/CivAnon
Silver - The Ant Farm/Activision, Call of Duty 2 launch trailer

Consumer Print Ad
Gold - Ubisoft, Prince of Persia: The Two Thrones interactive print ad
Silver - Ubisoft, Tom Clancy's Splinter Cell Chaos Theory print ad

Consumer Print Ad Campaign
Gold - Mullen, GameTap launch print campaign
Silver - Trailer Park Agency/Activision, Tony Hawk's American Wasteland print campaign

Trade Print Ad
Gold - Casanova Pendrill Publicidad, Xbox 360 US Hispanic print/spot
Silver - EA Mobile, Doom RPG

Online Advertising
Gold - Microsoft, PGR3 "Skidmarks" banner AKQA
Silver - Mullen, GameTap Turntable online advertising

Copywriting - Text
Gold - Ubisoft, America's Army: Rise of a Soldier print ad
Silver - Ubisoft, Peter Jackson's King Kong: The Official Game of the Movie print ad

Copywriting - Video
Gold - The Ant Farm, Lego Star Wars "Prophecy"
Silver - The Ant Farm/Activision, Shrek Superslam

Editing
Gold - The Ant Farm/Activision, Quake 4 E3 trailer
Silver - Secret Weapon Marketing, "Justice" GUN editorial

Directing
Gold - The Ant Farm, True Crime: New York City launch trailer
Silver - McCann-Erickson/72 and Sunny, Jump Rope

Sound Design
Gold - McCann-Erickson/72 and Sunny, Water Balloons

Product Web Site
Gold - Microsoft, PGR3 Product Web site - AKQA
Silver - Zugara and SCEA, SOCOM 3: U.S. Navy SEALs official game site

e-Newsletter/e-Mail Campaign
Gold - Blizzard Entertainment, World of Warcraft e-newsletter

Promotional Item
Gold - Foundation 9 Entertainment, Death, Jr. Coffin Case promotion
Silver - Trailer Park Agency/Activision, GUN branded "Severed Ear"

Sales Presentation External (Single Product) - Video
Silver - The Ant Farm, Ultimate Spider-Man sales video

Product Packaging
Gold - Microsoft/BLT, Perfect Dark Zero
Silver - Trailer Park Agency/Activision, Tony Hawk's American Wasteland Collector's Edition

Retail Buyers Kit
Gold - Activision, Ultimate Spider-Man retail preawareness mailing

In-Store Product Promotion
Gold - Design Phase, Xbox Circuit City inline section
Silver - Activision, GameStop, True Crime/GUN products of the month

Standee/Shipper Display
Gold - Black Cat Productions, Age of Empires 3 floor display
Silver - Design Phase, Xbox 360 glorifier program

End Cap Display
Gold - Design Phase, Xbox 360 Best Buy end cap

Over-All POP Display
Gold - Black Cat Productions, Project Gotham Racing 3 standee
Silver - Trailer Park, 50 Cent: Bulletproof standee

Buzz Items
Gold - Black Cat Productions, Age of Empires 3 counter display
Silver - Design Phase, Xbox 360 illuminated sign

E3 Trade Show Booth
Gold - Microsoft, Purepartner by Design

PR Piece
Gold - Activision, Tony Hawk Secret Skatepark Tour
Silver - Mullen, GameTap presents Download Festival '05

PR Campaign
Gold - Midway, Blitz: The League
Silver - Ubisoft, Peter Jackson's King Kong: The Official Game of the Movie

Most Innovative Marketing Strategy
Gold - Mullen, GameTap "Power Up" viral campaign
Silver - Freestyle Interactive, Oranges viral marketing program for The Godfather: The Game

CRM Consumer Relationship Marketing
Gold - Ubisoft, Prince of Persia: The Two Thrones - Swordsmen fan program
Silver - Petra Consulting Group/Electronic Arts, Battlefield Customer Needs e-mail

Art Direction & Design: Television Ad
Gold - The Ant Farm, Age of Empires in-theater
Silver - Casanova Pendrill Publicidad, Xbox 360 "Online World" US Hispanic

Art Direction & Design: Television Ad Campaign
Gold - SCEA, PSP Animation Campaign 4
Silver - McCann-Erickson/72 and Sunny, Xbox 360

Art Direction & Design: Product Promotion Trailer
Gold - Hammer Creative, Splinter Cell Chaos Theory--Chaos Is a Drop Away trailer
Silver - The Ant Farm, Tony Hawk American Wasteland nonbroadcast trailer

Art Direction & Design: Consumer Publication Ad
Gold - Petrol, Killer 7
Silver - Casanova Pendrill Publicidad, "Estadio Online" and "Equipo de Uno"

Art Direction & Design: Press Kit
Gold - Petrol, Sony launch kit
Silver - Petrol, The Getaway

Art Direction & Design: Poster
Gold - Trailer Park Agency/Activision, Tony Hawk's American Wasteland Transworld Skateboarding
Silver - Microsoft, Defending the Universe (Xbox) - JDK

Art Direction & Design: Logo
Gold - Petrol, 187 Ride or Die Logo
Silver - Ubisoft, Tom Clancy's Splinter Cell Chaos Theory product packaging - Special Edition

Art Direction & Design: Product Packaging
Silver - Microsoft/BLT, Perfect Dark Zero

Art Direction & Design: Web Site
Gold - Microsoft, Project Gotham Racing 3 product Web site - AKQA
Silver - Freestyle Interactive, My Black Valentine

Art Direction & Design: Online Advertising - Banners
Gold - Freestyle Interactive, Dolby "Storm"
Silver - Petrol, Pac Man World 3

Art Direction & Design: Online Advertising
Gold - Microsoft, Project Gotham Racing 3 "Skidmarks" banner - AKQA

Art Direction & Design: Display
Gold - Petrol, F.E.A.R. E3 booth graphic
Silver - Petrol, Dragon Quest VIII display

Student Marketing Project
Gold - Vancouver Film School, Sex and the Socket

Special Award Presentations
Rocket Award - Lin Leng of THQ for branding work on Company of Heroes
Hall of Fame Award - Will Wright, creator of The Sims and Spore
Retail Marketing Partner of the Year - Rick Vergara of Circuit City
Brand Marketing Partner of the Year - Frank Cooper III of Pepsi Co./Mountain Dew
Campaign of Distinction - Activision for Tony Hawk
Creative Excellence - Ubisoft
Landmark Award for Excellence in Consumer Branding - Sony Computer Entertainment
Technical Driver Award - Nvidia
Marketing Team of the Year - Xbox 360 Team, Microsoft
Founders Awards - G4's Dale Hopkins and Microsoft's Bill Nielsen

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