The Association of Electronic Interactive Marketers (AEIM) hosted the Senet-Muse Awards, its first-ever marketing awards for the video game and interactive entertainment industry, in San Francisco. Microsoft and Activision dominated among the 25 different award winning companies.
Microsoft bagged eight gold and seven silver Senet-Muse Awards primarily for its Xbox marketing efforts, with agency representative Casanova Pendrill Publicidad picking up multiple awards for its work in marketing the Xbox to Hispanic consumers, informs an official release.
With only one win behind Microsoft, video game publisher Activision pocketed eight gold and six silver awards for its efforts on behalf of game titles like Madagascar, Ultimate Spider Man and its Tony Hawk branded games.
Ubisoft followed suit, taking home four golds and four silvers for its marketing efforts on behalf of Prince of Persia, Tom Clancy’s Splinter Cell Chaos and Peter Jackson’s King Kong: The Official Game of the Movie.
On the agency side, The Ant Farm picked up four gold and six silver Senet-Muse Awards for its work on behalf of Lego Star Wars and Tony Hawk’s American Wasteland, among others. Petrol Design also earned four gold and three silver awards for its work on behalf of a broad range of clients.
The release also adds that AEIM presented a Rocket Award recognizing a new face in video game marketing, to Lin Leng of THQ for his work in branding Company of Heroes. Special team awards were given to Activision, Ubisoft, Sony Computer Entertainment, nvidia and Microsoft’s Xbox 360.
Famed developer Will Wright took home the Hall of Fame Award, while Founders Awards were presented to G4’s Dale Hopkins, Microsoft’s Bill Nielsen and DDB Tribal’s Jason Katz. The Senet-Muse Awards served as the culmination of a two-day MI6 Conference. Hosted by G4’s on-air personalities Morgan Webb and Adam Sessler, the awards honour achievements in the design, marketing and promotion of interactive entertainment properties, as well as the specific contributions of marketers to the success and continued growth of the video gaming and interactive entertainment industry. Peer-judged awards are given in more than 40 categories, adds the release.
A complete list of 2006 MI6 Senet-Muse Award winners are as follows:
Branding/Image
Gold – Casanova Pendrill Publicidad, Inc. – Xbox360 US Hispanic Market.
Silver – McCann-Erickson Joy.
Product Television Ad
Gold – Activision Madagascar.
Silver – The Ant Farm Lego Star Wars Prophecy.Product Campaign Using Multiple Media
Gold – Ubisoft Prince of Persia The Two Thrones (multi-media campaign).
Silver – The Ant Farm Lego Star Wars.
Product Launch Campaign
Gold – SCEA PSP Launch Campaign.
Silver – Mullen Game Tap Integrated Launch Campaign.
Product Promotion Trailer
Gold – RDA International CivAnon E3 Trailer/CivAnon.
Silver – The Ant Farm/Activision Call of Duty 2 Launch Trailer.
Consumer Print Ad
Gold – Ubisoft Prince of Persia The Two Thrones (interactive print ad).
Silver – Ubisoft Tom Clancy’s Splinter Cell Chaos Theory (print ad).
Consumer Print Ad Campaign
Gold – Mullen Game Tap Launch Print Campaign.
Silver – Trailer Park Agency/Activision Tony Hawk’s American Wasteland Print Campaign.
Trade Print Ad
Gold – Casanova Pendrill Publicidad, Inc. Xbox360 US Hispanic Print/Sport.
Silver – EA Mobile Doom RPG.
Online Advertising
Gold – Microsoft PGR3 Skidmarks banner AKQA.
Silver – Mullen Game Tap Turntable online advertising.
Copywriting – Text
Gold – Ubisoft America’s Army: Rise of a Soldier print ad.
Silver – Ubisoft Peter Jackson’s King Kong: The Official Game of the Movie print ad.
Copywriting – Video
Gold – The Ant Farm Lego Star Wars Prophecy.
Silver – The Ant Farm/Activision Shrek Superslam.
Editing
Gold – The Ant Farm/Activision Quake 4 E3 trailer.
Silver – Secret Weapon Marketing Justice gun editorial.
Directing
Gold – The Ant Farm True Crime New York City launch trailer.
Silver – McCann-Erickson/72 and Sunny Jump Rope.
Sound Design
Gold – McCann-Erickson/72 and Sunny Water Balloons.
Product Website
Gold – Microsoft PGR3 Product Web Site – AKQA.
Silver – Zugara and SCEA SOCOM 3: U.S. Navy Seals Official Game Site.
e-newsletter/e-mail Campaign
Gold – Blizzard Entertainment World of Warcraft e-newsletter.
Promotional Item
Gold – Foundation 9 Entertainment Death, Jr. Coffin Case Promotion.
Silver – Trailer Park Agency/Activision GUN Branded Severed Ear.
Sales Presentation External (Single Product) – Video
Silver – The Ant Farm Ultimate Spider-man Sales Video.
Product Packaging
Gold – Microsoft/BLT Perfect Dark Zero.
Silver – Trailer Park Agency/Activision Tony Hawk’s American Wasteland Collector’s Edition Pkg.
Retail Buyers Kit
Gold – Activision Ultimate Spider Man Retail Pre-Awareness mailing.
In-Store Product Promotion
Gold – Design Phase Inc. Xbox Circuit City Inline Section.
Silver – Activision GameStop True Crime/Gun Products of the Month.
Standee/Shipper Display
Gold – Black Cat Productions Age of Empires 3 Floor Display.
Silver – Design Phase Inc. Xbox 360 Glorifier Program.
End Cap Display
Gold – Design Phase Inc. Xbox 360 Best Buy End Cap.
Over-All POP Display
Gold – Black Cat Productions Project Gothem Racing 3 Standee.
Silver – Trailer Park 50 Cent Bulletproof Standee.
Buzz Items
Gold – Black Cat Productions Age of Empires 3 Counter display.
Silver – Design Phase Inc. Xbox 360 Illuminated Sign.
E3 Trade Show Booth
Gold – Microsoft Purepartner by Design.
PR Piece
Gold – Activision Tony Hawk Secret Skatepark Tour.
Silver – Mullen Game Tap Presents Download Festival ’05.
PR Campaign
Gold – Midway Blitz The League.
Silver – Ubisoft Peter Jackson’s King Kong: The Official Game of the Movie.
Most Innovative Marketing Strategy
Gold – Mullen GameTap Power Up Viral Campaign.
Silver – Freestyle Interactive Oranges Viral Marketing Program for The Godfather: The Game.
CRM Consumer Relationship Marketing
Gold – Ubisoft Prince of Persia The Two Thrones – Swordsmen fan program.
Silver – Petra Consulting Group/Electronic Arts Battlefield Customer Needs Email.
Art Direction and Design: Television Ad
Gold – The Ant Farm Age of Empires In-theatre.
Silver – Casanova Pendrill Publicidad Inc. Xbox360 Online World U.S. Hispanic.
Art Direction and Design:Television Ad Campaign
Gold – SCEA PSP Animation Campaign 4.
Silver – McCann-Erickson/72 and Sunny XBOX 360.
Art Direction and Design: Product Promotion Trailer
Gold – Hammer Creative Splinter Cell: Chaos Theory–Chaos Is A Drop Away Trailer.
Silver – The Ant Farm Tony Hawk American Wasteland Non-Broadcast Trailer.
Art Direction and Design: Consumer Publication Ad
Gold – Petrol Killer 7.
Silver – Casanova Pendrill Publicidad, Inc Estadio Online and Equipo de Uno.
Art Direction and Design: Press Kit
Gold -Petrol Sony Launch Kit.
Silver – Petrol The Getaway.
Art Direction and Design: Poster
Gold – Trailer Park Agency/Activision Tony Hawk’s American Wasteland Transworld Skateboarding.
Silver – Microsoft Defending the Universe (Xbox) – JDK.
Art Direction and Design: Logo
Gold Petrol 187 Ride or Die Logo.
Silver Ubisoft Tom Clancy’s Splinter Cell Chaos Theory Product Packaging – Special Edition.
Art Direction and Design: Product Packaging
Silver Microsoft/BLT Perfect Dark Zero.
Art Direction and Design: Website
Gold – Microsoft PGR3 Product Web Site – AKQA.
Silver – Freestyle Interactive My Black Valentine.
Art Direction and Design: Online Advertising – Banners
Gold – Freestyle Interactive Dolby Storm.
Silver – Petrol Pac Man World 3.
Art Direction and Design: Online Advertising
Gold – Microsoft PGR3 Skidmarks Banner – AKQA.
Art Direction and Design: Display
Gold – Petrol F.E.A.R. E3 Booth Graphic.
Silver – Petrol Dragon Quest VIII Display.
Student Marketing Project
Gold – Vancouver Film School Sex and the Socket.
Special Award Presentations
Rocket Award – Lin Leng of THQ for branding work on Company of Heroes.
Hall of Fame Award – Will Wright, Creator of The Sims and Spore.
Retail Marketing Partner of the Year – Rick Vergara of Circuit City.
Brand Marketing Partner of the Year – Frank Cooper III of Pepsi Co / Mountain Dew.
Campaign of Distinction – Activision for Tony Hawk.
Creative Excellence – Ubisoft.
Landmark Award for Excellence in Consumer Branding – Sony Computer Entertainment
Technical Driver Award – nvidia.
Marketing Team of the Year – Xbox 360 Team, Microsoft.
Founders Awards – G4’s Dale Hopkins and Microsoft’s Bill Nielsen.
