The American Advertising Federation (AAF) named MDB Communications as a National Silver ADDY winner at the AAF National American Advertising Awards in Las Vegas on Saturday. MDB won in the Integrated Campaigns-Consumer Local category for #MetroSmartSpy, for The International Spy Museum.
“#MetroSmartSpy,” MDB’s scavenger hunt-themed social media event with the International Spy Museum and WMATA, consisted of a series of fake company advertisements posted in various locations in the Metro transit system. Each week, the International Spy Museum and WMATA posted clues on Facebook and Twitter alluding to the whereabouts of a particular advertisement and challenged followers to locate it. Participants took a photo of the advertisement and posted it to Twitter using the hashtag “#MetroSmartSpy.” Each advertisement included a fake URL that redirected to a hidden page on the International Spy Museum’s site confirming success in solving the puzzle and promoting an exclusive SmarTrip discount offer. More than 4,000 SmarTrip cardholders took advantage of the offer during the seven-week promotion.
MDB’s CEO Cary Hatch expressed her gratitude for the award while praising her collaborators. “It’s an incredible honor to be recognized, especially among the talented agencies that compete at a national level,” Hatch said. “The International Spy Museum and WMATA were great partners and an integral part of this innovative campaign.”
In addition to the National ADDY, this year MDB, a Capitol Communicator sponsor, has won four Local ADDYs, one District ADDY, four Telly Awards, one OBIE Award and one Fleurry Award at La Fleur’s 2015 Lottery Symposium in Washington, D.C.
(In photo taken at the American Advertising Awards in Las Vegas: Jodie Warren, Director of Campaign Management, MDB Communications; and George Riddell, Chair, AAF National American Advertising Awards.)