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.

John Moore in the Mullen Media Lab

John Moore is a fast moving, intense guy. He’s a force of change in our agency always trying to push the limits of creativity and innovation in the use of media. John’s had his hands on a lot of the cool things we’ve done for Timberland, Ask.com and Match.com among others.

We’re happy to announce that John is now leading mediahub, Mullen’s full-service media planning/buying group. Moore was recognized for his leadership in launching and building Mullen’s Ideas and Innovation practice.  He takes over mediahub from Steve Calder who just recently joined Hewlett-Packard in a global media position.

“John is a vocal champion for progressive, digital and social media; and he’s a huge catalyst for media-creative fusion,” said Joe Grimaldi, Mullen’s president and ceo.

“I’ve witnessed a tremendous transformation of the media discipline in the last 20 years,” said Moore. “However, it’s still not moving fast enough. Too many entities are clinging to the past and not embracing the new realities. Data is exploding, enabling us to create the same kind of laser like communication in offline that we currently have in online. Every media professional needs to understand the fluidity and portability of content and that media is about activating experiences consumers will seek out, share and talk about.”

Over20+ years in media Moore has worked on some of the most respected brands in America including Wendy’s, General Motors, Whirlpool, H&R Block, NEC, L.L.Bean, Monster and XM Satellite Radio. He has won two prestigious Mediaweek “Media Plan of the Year” awards for Wendy’s and Monster.com.

On a personal note, John is a big Boston College sports fan and is at most of the football games cheering on his beloved Eagles and his daughter who is part of the elite BC dance team. His daily reads include Silicon Valley Insider, TechCrunch and StumbleUpon.

You can followed John on twitter @jmoore700.