The No Friend Left Behind marketing campaign—designed by Delvinia to promote Microsoft’s launch of Window’s Live Messenger for the iPhone and iPod touch—has been recognized as an Official Honoree in the 15th Annual Webby Awards, presented by the International Academy of the Digital Arts and Sciences.
Launched in August 2010, the No Friend Left Behind campaign is a creative concept that highlights the critical moments when you need the expertise of the friends on your IM list the most—all while poking fun at the fact that different friends meet different needs in our daily lives.
The app encourages users to download a badge that best describes their personality—examples include stylista, foodie, wingman and party pro—and then add it as their Messenger, Facebook or Twitter profile picture. Participants are then challenged with getting their friends to vote for them to unlock higher level badges and gain street cred.
The International Academy of the Digital Arts and Sciences acknowledges outstanding entries as Official Honorees, alongside Nominees and Winners. With nearly 10,000 entries received from more than 60 countries, the Official Honoree distinction is awarded to the top 10 per cent of entries that exhibit remarkable achievement.