Beeby Clark+Meyler has been chosen as a finalist in the IAB Mixx awards in the category of Best Online Game for its Baby Pool effort for Playtex Baby. This effort took the traditional idea of a baby pool and turned it into an online game in which moms-to-be could share their due dates and invite friends and family to predict what date their child would be born, along with details such as gender, weight, and length.
The platform gathered predictions and listed the results of the contest once baby arrived. Users could leave tips for the mother along with their predictions, and the game drove coupon redemption by presenting players with discounts on Playtex products to buy as gifts for the new mom. The IAB MIXX awards recognize groundbreaking creativity and impact and reward those who are “pushing interactive advertising to new levels.”
The final winner of Best Online Game will be announced on September 30 at the Crowne Plaza in New York’s Time Square. For a full list of finalists and gala info, visit IAB Mixx online.