THD Wins MITX Award for Mazel 13 Pin & Win Campaign
THD’s Mazel 13 Pin & Win Campaign for Birthright Israel won a coveted Massachusetts Innovation & Technology Exchange (MITX) at the 17th annual Interactive Awards ceremony. The MITX Awards recognize achievement in web and mobile innovation and emerging marketing applications produced and developed in New England.
“The finalists this year have demonstrated that incredible things can happen when technology and creativity come together in innovative ways,” said MITX President Debi Kleiman. “Through their smarts and originality, the teams behind this work are setting a new standard for digital marketing.”
THD’s client, Birthright Israel, provides a gift of first time, peer group, educational trips to Israel for Jewish young adults ages 18 to 26. The goal of Mazel 13 Pin & Win Campaign was to celebrate Birthright Israel’s 13th anniversary (in Jewish culture, a bar or bat mitzah year) in a fun, lighthearted manner while at the same time engaging the Birthright Israel consituency across a variety of online channels and establishing a significant presence for them on Pinterest.
Knowing how strongly past participants on a Birthright Israel trip feel about their religious traditions, THD used the bar and bat mitzvah as the thematic focal point of the campaign, asking members of our audience to share both their best and worst memories of this much heralded Jewish coming of age ritual.
As an incentive to participate in the contest, entrants to Mazel 13 Pin & Win were provided with the opportunity to win one of five $50 American Express eGift Cards.