2008 Horizon Award Winner
Definition 6, a full service interactive agency and consulting firm, received the Gold award for "Interactive Marketing Strategy" from Horizon for its work with AutoTrader Publishing's AutoExtra.com.
The Horizon Interactive Awards recognize outstanding achievement among interactive media producers, with recipients receiving Gold, Silver or Bronze.
Definition 6 received the category's highest award based on its integrated marketing strategy that used various online marketing tools, ranging from social networks and banner ads to sweepstakes and instant messaging. Definition 6 targeted the 18- to 34-year-old demographic and significantly increased brand awareness and engagement.
"The quality and innovativeness of Definition 6's creative was impressive, "said Joe George, president of Cox AutoTrader/AutoMart. "The use of rich media, video banners and other social media tools helped energize our AutoExtra.com brand."
To create a viral effect, Definition 6 designed a MySpace page for its "Junk in Tha' Trunk" campaign, driving visitors to AutoExtra.com. Campaign participants added AutoExtra as a friend, submitted photos of the junk in their cars and entered a sweepstakes to win various prizes.
In addition, the campaign engaged people through the use of:
- Yahoo IMV, a sound mixer allowing users to create custom sounds and send to friends
- Custom flyers on AutoExtra.com that could be posted to blogs or social networking sites advertising that their car was for sale
- PointRoll rich media, which enables ad interaction and resulted in increased click-through rates
- Videos on YouTube to attract more visitors to AutoExtra.com
"Our strategy with this campaign demonstrates how strategically integrated forms of interactive media and Web 2.0 tools can not only drive attention from targeted markets but can drive additional sales," said Chris Thornton, chief marketing officer of Definition 6.
This announcement follows on the heels of Definition 6 earning the "Best Online Marketing Strategy" award from the Atlanta Interactive Marketing Association (AiMA) for its work with AutoExtra.com, a division of Cox Auto Trader/Auto Mart.
