DONER? YES, DONER WINS MIXX AWARD

(Southfield, Mich.) – Doner was awarded a bronze MIXX Award for its Coleman Lantern and Creepy Campfire Tales iPhone applications for The Coleman Company’s “Original Social Networking Site” campaign. Doner received the honor in the mobile platforms category at the MIXX Awards Gala on Sept. 22 in New York City during Advertising Week. The agency’s “33 Keys” alternate reality game for Mazda was a finalist in the social marketing category.

News Facts

• The MIXX Awards, conducted by the Interactive Advertising Bureau, honors teams that push interactive advertising to new levels.

• The show focuses on innovation and impact in areas such as strategy, creative development and execution, media placement and integration, effectiveness and return of investment.

• To view our submissions, please visit: http://colemaniphoneapps.com and http://33keys.donerus.com.

Quotes

• Rob Strasberg, Doner’s vice-chairman and chief creative officer

“Winning a MIXX Award for our iPhone apps for The Coleman Company is a great testament to how Doner is moving forward and producing ground-breaking creative work within the interactive and social media realms. It’s exciting to help forge what’s next in our business.”

Coleman iPhone Apps

• For The Coleman Company, we wanted to keep the brand top of mind for consumers choosing to spend time with friends and family, be it camping, barbecuing, or tailgating.

• To play up the peer-to-peer nature of social media and take credit for the social networking craze in a tongue-in-cheek way, we created a multi-platform integrated campaign to stake a claim for the Coleman campsite as the “Original Social Networking Site.”

• We wanted to bridge the relevance of sharing stories and ideas over a campfire to one of today’s most innovative and up-and-coming technologies: the iPhone.

• We created two apps, The Coleman Lantern and Creepy Campfire Stories, to make the iPhone a useful camping tool.

• Within the first three weeks, The Coleman Lantern app had over 79,000 downloads. It ranked 17th overall for all free apps. In the books category, Creepy Campfire Tales secured 7th place and surpassed Shakespeare.

Mazda “33 Keys” Campaign

• To launch the all new 2010 Mazda3 in Quebec, Doner created a multi-platform and immersive alternate reality game with a storyline that the fiercely independent Quebecois could relate to; a common woman from the future whose mission is to recover The Essence (the car as hero) and save future generations from an oppressive government that stripped its citizens of their individuality.

• Quebec is a self-contained media microcosm, making it an ideal candidate for integrated opportunities across multiple platforms.

• Twitter, Facebook, blogs, TV, out-of-home, radio, guerrilla and staged stunts were all incorporated into the campaign.

• The campaign exceeded objectives in all categories, and generated a strong cult following. For example, the number of people clicking through for the banner and display ads was over 500 percent above our projections.

• The “33 Keys” campaign helped make Mazda the No. 1 car brand in Quebec in the months following the game.

About Doner

Doner, based in Southfield, Mich., is the largest independently owned advertising agency in the world, with approximately $2 billion in combined billings. The agency has offices throughout North America, as well as in London, and does business in more than 30 countries for clients including Mazda, The UPS Store, The Coca-Cola Company, ADT, DuPont, The Coleman Company, Shell Oil and Sherwin Williams. A full-service, performance driven agency, Doner focuses on creating ideas that will have a demonstrable impact on its clients’ business.