DME Studios Advances to the National ADDY Competition with Two Gold District ADDYs

Daytona Beach, FL – Local creative agency, DME Studios, took home two gold ADDY awards from the 4th District ADDY Awards Gala on April 20th, 2013. Gold ADDY Awards went to The Target, an interactive self-promotion campaign, and BeMagic 2012, the Orlando Magic’s interactive website for season ticket sales. Both websites featured innovative video content written and produced by the DME Studios creative team.

The ADDYs, also known as the American Advertising Awards, is a three-tiered creative advertising competition that begins at the local level, moves into the district competition, and then advances to the national competition in May. The 4th District American Advertising Federation consists of the entire state of Florida and the Caribbean Islands, with 21 local AAF chapters. There were 1,334 entries at the District competition, 92 of which received Gold ADDY Awards. Gold ADDY Award winners will advance to the national competition in May of 2013.

The Target is an interactive website, used as a self-promotion campaign to showcase DME Studios’ capabilities for personalized video. Upon visiting the website, campaign recipients viewed a high definition video trailer about a hitman who was about to perform his last job. A mysterious voice on the phone gave orders that the high profile target must be eliminated without compromising the hitman’s identity. But who was this high profile target? The target turned out to be the recipient, as part of a clever and innovative marketing campaign using personalized video technology by XMPie. Each recipient’s video featured their headshot, name, job title, and location as the hitman uncovered different pieces of information throughout the story. Variable audio was used to insert the recipient’s name into the video for an added element of personalization. Recipients could also “order a hit” by sending a personalized video on demand to their friends or colleagues.

The BeMagic 2012 campaign website featured the Orlando Magic’s mascot, Stuff, writing the person’s name across the website upon the initial visit. The Orlando Magic season video then began playing and characters on what appeared to be surrounding video thumbnails began dancing and interacting with the main video. Additional elements on the page included simulated social media feeds that included the fan’s first and last name. Season ticket holders were then prompted to visit their renewal invoice; non-season ticket holders viewed a season ticket plan page for ticket purchases. The entire fan experience was conceptualized and produced by DME Studios. This entry also won Best of Show – Digital and Best of Show Overall at the local AAF Daytona Beach ADDY competition in March of 2013.