Ask.com and mediahub win Best Use of TV at Creative Media Awards

Great news for the mediahub from Mullen team and client Ask.com who won “Best Use of TV” at the Mediapost Creative Media Awards in NYC last night. They beat-out some really tough competitors as the other finalists were our fellow IPG shops Universal McCann (for MasterCard) and Initiative (for Home Depot).

Here’s the entry describing the Ask.com campaign:

“There was a moment during the Daytona 500 on Fox when Ask.com’s “Crawl” campaign from Mullen took the checkered flag. A trivia question from Ask.com appeared in an animated search box on the screen. An announcer followed with: “We’re not going to tell you, you have to go to Ask.com.” Most of the time during the campaign, however, when the Ask.com search box suddenly popped up during programming — documentaries on National Geographic, movies on FX, etc. — there was no voiceover. No matter, the DVR-proof tactic of weaving in content-related questions and sending viewers to the search engine for an answer was a winner. Knowing some networks would balk at the integration, Mullen approached 30 and persuaded 16 to go along.”

Credits mediahub from Mullen: John Moore, Executive Vice President, Director of Media Services; Steve Kalb, Senior Vice President, Director of Broadcast Media; Elaine Heilemann, Associate Media Director; Kate Monsalvatge, Jackie Heath, Network Buying Supervisor; Marissa Maltese, Senior Media Planner; Brenna Hanly, Assistant Media Planner; Julie Jaenicke, Network Assistant.