The innovative Download The Dog campaign, managed by Virtual Festivals.com for Clear Channel Entertainment, picked up the best Entertainment Award at the 2004 Interactive Marketing and Advertising Awards in London
This campaign was chosen out of 300 entries and in the shortlist beat off stiff competition from marketing campaigns by Twentieth Century Fox (The Day After Tommorow) and Sony Computer Entertainment (Forbidden City), to win the category.
The awards celebrated the very best of interactive marketing and its role in the marketing mix. The judges (including CEO, M & C Saatchi and Saatchi Tim Duffy and Managing Director TBWA London – Jonathan Middlehall ) all agreed that "Download the Dog" was "perfect for its target audience. It created a community around an event with an innovative, interactive and successful device”.
The Virtual Festivals team combined rich editorial on the event's official website with user generated content and polls from its message boards and a desktop messaging application to create an exciting and positively focused interactive campaign around the highly successful Download Rock Festival.
Mark Yovich – Director of New Media at Clear Channel Entertainment quotes – “Our decision to harness Virtual Festivals' considerable experience at managing online festival communities has proven to be a great success. It is a tribute to this partnership that Download is now leading the way as Europe's most interactive festival, and we look forward to working with the Virtual Festivals team on future projects.”