- Friday, Oct. 26, 2007
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Clients scored in the field of nominations for broadband and personal television categories open to advertisers in the National Academy of Television Arts and Sciences' (NATAS) annual Technology and Engineering Emmy Awards.
In fact, reflecting the role that advertisers play in helping the development of technological approaches and creative usage of the Internet, cell phones and personal media players as well as interactive television, the nominees were announced during the Association of National Advertisers (ANA) annual conference earlier this month in Phoenix.
"It is the honor and pleasure of the Academy to announce the first nominees for these categories at this important convocation of leading marketers," said NATAS president/CEO Peter Price. "Clearly these marketers join a group of distinguished innovators in what is variously described as the worlds of new media, emerging media, digital media and broadband. By any name, they have transformed the way we communicate in a rapidly changing environment."
For outstanding achievement in advanced media technology for best use of commercial advertising on stand-alone broadband devices (personal computers), the nominees are: the Anything Goes Program from JWT; Extreme Diet Coke and Mentos Experiments from The Coca-Cola Company/EepyBird.com and The L Word in Second Life out of Showtime Networks/Electronic Sheep Company.
In the category for best use of creation and distribution of interactive commercial advertising delivered through multi-channel broadband devices (digital set-top boxes), the nominees are: Axe Boost Your E.S.P. Interactive Channel Experience via Brightline iTV/Unilever and Reebok Monday Night Football Experience from Brightline iTV/Reebok International. For outstanding achievement for creation of nontraditional programs or platforms, the nominated work is: Disney.com DXD from the Walt Disney Internet Group; MTV's Virtual Laguna Beach via MTV Networks and Nike+ from R/GA, New York. The latter has been a shining light this awards show season, scoring such honors as a Grand Prix Cyber Lion at the Cannes Lions International Advertising Festival and a Black Pencil at The One Show.
The Nikeplus.com website bridges two products--a Nike+ shoe and an iPod nano. A sensor in the Nike+ shoe records running data like time, distance, speed and calories and transmits it to the runner's iPod nano. When the runner returns home and docks his or her iPod, the data is automatically uploaded to nikeplus.com. The digital platform allows runners to set goals, compare runs and track individual progress as well as connect to a digital community through virtual challenges and the global forum. The interface seamlessly integrates the physical with the virtual and creates a completely new brand experience. In less than a year, the Nike+ community has logged more than 12 million miles.
Meanwhile Denver's Favorite Animal from Grey Worldwide scored a nomination in the category for best use of "on demand" (consumer-scheduled or programmed) technology over broadband networks for active "lean-forward" viewing (PC). The other nominees in this category are: Disney.com DXD from the Walt Disney Internet Group; PGA.com Pipeline from Turner Sports and MLB Mosaic via Ensequence/MLB.TV.
The winners will be announced during the NATAS Technology & Engineering Emmy Awards ceremony at the International Consumer Electronics Show (CES) in Las Vegas on Jan. 7, 2008. For info, log onto www.emmyonline.tv.