Immersion Active the only interactive agency focused exclusively on the boomer and senior markets, today announced that Jonathan Boehman, Creative Director/Partner at the agency was a member of the final round jury for the Boomer+ market entrants in the 2010 North American Effie Awards. The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Gold, Silver and Bronze Effie winners will receive their awards at the 42nd annual Effie Gala on June 8, 2010 in New York City.
Boehman, co-author of Dot Boom, which provides a roadmap for developing boomer marketing strategies, especially through the use of Internet marketing and social media, was recruited by the Effies to sit on the Boomer+ panel. Members of the jury included other boomer and senior market industry thought-leaders from AARP, Volvo, CampbellÍs Soup, Amtrak, Aetna and Liberty Mutual.
“Sitting on the Effie Boomer+ Award Jury is not something you get to do every day,” said Boehman. He noted that it was great to be working alongside his industry peers in a collaborative manner. Boehman added, “We clearly are a group that is passionate about reaching out to the under-served boomer and senior markets. Together, we provided feedback to other organizations about how best to reach this growing and motivated group of consumers.”
Judging for the Boomer+ category took an entire day. Though this was only the second year the Boomer+ category was included in the Effie Awards docket, major brands submitted work to be judged. Boehman and his colleagues on the panel viewed case study videos from the entrants that included campaign goals, media buys and performance.
Boehman said, “The interesting factor about the judging is that it wasn’t just based on how we ‘felt’ about each campaign. Rather we looked at metrics and overall performance to judge if it appropriately targeted and hit the boomer market.” The Boomer+ panel selected entries from Campbell’s soup and Toyota Venza as its winners.
This is not the first time an Immersion Active partner has sat on a national boomer and senior markets judging panel. David Weigelt, Boehman’s partner and Dot Boom co-author was a jurist earlier this year for the Webby Awards, the leading international award honoring excellence on the Internet.
About the Effie Awards
The Effie Awards were founded in 1968 by the American Marketing Association, New York Chapter, as an awards program to recognize the most effective advertising efforts in the United States each year. The Effie mission is to recognize, educate and encourage effectiveness among the marketing communications industry. In July of 2008, the New York AMA assigned its rights to the Effie brand over to a new entity named Effie Worldwide, Inc, which runs competitions and educational programs on all six continents. Visit www.effie.org for more information.