NEW YORK, NY (September 23, 2009) - The FeedRoom, a pioneer in online video communications, and a leader in live video and digital asset management, today announced that its customer The Humane Society of the United States has received a silver award in the Interactive Advertising Bureau’s 2009 MIXX Award competition for its powerful “Protect Seals” online video campaign. Winners of the fifth annual, international competition were announced last evening at the IAB MIXX (Marketing and Interactive Excellence) Awards gala in New York City.
The award-winning campaign by The HSUS, the nation’s largest animal protection organization, aims to create awareness of the cruel realities of the Canadian seal hunt in the Gulf of St. Lawrence earlier this year. During the video capture, The HSUS had media standing by to access the footage. As Frank Loftus, senior producer for The HSUS, traveled back from the Canadian ice floes by helicopter, he quickly produced the video on his laptop, accessed FeedRoom Studio via air card, and was able to upload and publish the files to The HSUS Website within minutes. By the time the crew landed, the media was downloading broadcast video and high-resolution images for the world to see on television, Web sites, blogs, mobile devices and social media sharing sites.
“We are honored to be among those recognized by the IAB judges in the public service/not-for-profit category for the results of this important and ongoing campaign,” said Frank Loftus. “The images of baby seals being clubbed to death on the ice are one of the most effective tools we have in our campaign to end the Canadian seal slaughter. Online video helps us to deliver powerful perspectives and to reach out to the media and members of the public at critical moments with a medium that engages and empowers viewers to get involved.”
As a result of the “Protect Seals” campaign and others, the boycott of Canadian seafood has grown to include some 600,000 individuals and more than 5,000 food-related businesses. It has cost Canadian fisheries approximately $750 million (CAD) in lost snow crab exports to the U.S. since it began in 2005, and public awareness played a crucial role in the European Union recently banning seal product trade, including the import of pelts.
“This year’s MIXX award winners underscored the increasing significance of emerging technologies and platforms like social media, mobile and the ability to integrate platforms through cross-media integration,” said David Doty, SVP, Thought Leadership and Marketing, IAB. “It also showcased marketers’ growing sophistication and capacity for creating their own brand destination sites to engage consumers within unique owned environments, providing brands with newfound opportunities to build deeper, exclusive relationships with their customers.”
The IAB MIXX Awards is the only juried advertising competition that evaluates all critical components of the interactive marketing mix, including strategy, creative, execution and results in 17 categories.
“Compelling video footage that is shared across multiple distribution channels is a proven way to foster critical messages and effect change, said Mark Portu, President and CEO of The FeedRoom. “This recognition of The HSUS is illustrative of forward-thinking organizations who have embraced online video and rich media to improve the reach and velocity of their communications to internal and external audiences. Congratulations to Frank Loftus and the entire HSUS team on their outstanding work with this campaign.”
About The Humane Society of the United States
The Humane Society of the United States is the nation’s largest animal protection organization - backed by 10.5 million Americans, or one of every 30. For more than a half-century, The HSUS has been fighting for the protection of all animals through advocacy, education and hands-on programs. Celebrating animals and confronting cruelty - on the Web at humanesociety.org.
About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, visit www.iab.net.