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It was announced yesterday that True Blood & Digital Kitchen won the top award at the sixth annual MIXX Awards, presented by the Interactive Advertising Bureau (IAB), to recognize the brand marketers and agencies responsible for the most innovative and effective interactive advertising of the year. The MIXX Awards are the only juried advertising competition evaluated by a cross-industry assembly of senior agency, marketer and publisher executives who, together, assess all critical components of the interactive marketing mix, including strategy, creative, execution and results. Reflecting the vibrancy of interactive advertising, this year’s MIXX categories acknowledge single executions as well as distinguished campaigns in such new categories as Experimental and Innovative, Mobile Apps and Viral. The winners were announced during a sold-out multimedia event attended by leaders across the digital marketing and media industry.

The gala’s ultimate honor, Best in Show, went to HBO’s True Blood and Digital Kitchen for their “Hacking Reality” campaign for the second season launch of HBO’s original vampire series, True Blood. To create unique experiences for consumers, HBO and Digital Kitchen integrated digital and traditional media, fully leveraging online, outdoor, print, stunts and a series of brand partnerships. The second season of True Blood was teased through a mix of media tactics that subverted the conventions of popular culture by including vampires in faux blogs and online editorials as well as in traditional advertising and editorial takeovers. The strategy included co-branding with products like Geico, Harley-Davidson and Gillette, a host of classified ads, viral videos and a serialized weekly Inside Edition-type show covering all things vampire. The comprehensive approach blurred the lines between fiction and reality, digital and traditional, and resulted in True Blood season 2, episode 1, being the most-watched show on HBO On Demand ever, with an average of 12.6 million gross viewers per episode for the season, up 62% over the previous year.