One to One Interactive's OTOi Unit Wins Two MITX Awards
November 22, 2006
Efforts for Clients Comcast and GlaxoSmithKline Honored
Charlestown, MA, November 22, 2006 – One to
One Interactive has announced that its business unit OTOi has won
two 2006 MITX awards for their work for clients Comcast and
GlaxoSmithKline. The 11th annual MITX Awards ceremony took place in
Boston, MA on November 9, 2006.
MITX, the Massachusetts Innovation & Technology Exchange,
is known for their standards of excellence and its annual
competition is largely regarded as the country’s most prestigious
in the area of technological innovation. It honors superior work,
both creatively and technologically, put forth by New England-based
companies.
OTOi’s Comcast High Speed Internet Game Invasion took home a
MITX Award in the Next-Generation Advertising Program Category.
Comcast sought to reach hardcore gamers with their new premier
gaming package, the Comcast Game Invasion, which offered an
enhanced internet connection and gaming experience, along with
gaming news, reviews, previews and downloads. OTOi’s strategy was
to penetrate the target audience by emphasizing the value of the
gaming package using contextually relevant environments and
seamlessly working Comcast’s product message into a variety of
online advertising vehicles, including RSS, podcasts, in-game, and
blogs.
“Our biggest challenge was devising the right way to reach
Comcast’s elusive 25 to 34 year old male gamer target,” said Jeremi
Karnell, President and co-founder of One to One Interactive. “This
target is bombarded with marketing messages all day every day –
messages which he largely ignores. In order to break through this
clutter we focused the campaign messaging within what’s considered ‘
required reading’ for the hardcore gamer – those tips, tricks and
cheats that he seeks out to advance his level of play. We then
established a presence in his favourite mediums like the games
themselves, as well as podcasts and blogs.”
A second MITX Award was received in the
Biotechnology/Pharmaceuticals category for OTOi’s
StepItUpDiabetes.com website for the GlaxoSmithKline Avandia
campaign “Diabetes and You: Step it Up to Get it Down.” This
campaign, which served as a public relations effort to motivate
diabetes patients to actively manage their blood sugar levels,
leveraged a celebrity endorsement from Bob Harper, the exercise and
lifestyle coach from NBC’s The Biggest Loser television series. The
website promoted the campaign and served as a platform for patients
to enter in a sweepstakes to win a year’s worth of personal
training from Mr. Harper.
“We created a media-rich site experience that was
entertaining as well as educational. Our approach was to leverage
Bob Harper’s dynamic and motivating personality and to carry the
energy that he creates throughout the entire site to help motivate
the user to get active and call their doctor to ask about Avandia,”
said Bill Haeck, Managing Director of OTOi. “We are very excited
that this program was selected for a MITX award. And we’re proud
that OTOi has been able to help GlaxoSmithKline in the fight
against diabetes.”
About One to One Interactive
One to One Interactive is a leading innovative marketing
services, technology, and media company that aims to deepen the
connection between brands and their customers by deploying
state-of-the-art and cutting-edge digital marketing techniques. The
One to One Interactive holding company includes OTOi which focuses
on digital marketing, creative and technology professional
services; OTOlabs whose ThinkDesktop technology platform is an
integrated turnkey branded desktop application (BDA) development
and hosted services environment that enables the rapid and
cost-effective deployment of custom desktop applications; and
OTOnetworks focusing on the creation and distribution of niche
digital media channels to provide marketers performance based
customer lead and acquisition opportunities. For additional
information, please visit the One to One Interactive website at
http://www.onetooneinteractive.com
or the One to One Interactive blog at
http://www.otoinsights.com.
About MITX
Established in 1996, MITX—the Massachusetts Innovation &
Technology Exchange (MITX: “my-techs”) is the industry and
professional organization where technology, marketing and digital
media intersect. Reaching more than 6,000 professionals in New
England, MITX is a dynamic and growing community for thought
leadership, building business relationships and professional
training and development. Members of the MITX community take
advantage of events, sponsorships, speaking opportunities and
networking to make meaningful business connections and exchange
innovative leadership, management and technical ideas. With more
than 60 events each year, MITX provides its members with the
opportunity to promote their companies to targeted audiences. MITX
events also provide a valuable forum for networking to source
potential business leads, partnerships, ideas, funding and other
likeminded peers in the industry. MITX is headquartered in
Cambridge. For more information please go to
www.mitx.org.
Contacts:
Jeremi Karnell
One to One Interactive
617.425.7369
jkarnell@onetooneinteractive.com
Amy Goodman
MITX
617.871.2155 x203
amy@mitx.org
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