The 2011 winners were announced in March in the high tech surroundings of the National Media Museum space at London's Science Museum. The fourth year of the awards recognised digital communications and technological innovations that are pushing the media world forward. TV and radio star (and avid Tweeter) Iain Lee hosted the event, which saw awards presented across 13 categories including the prestigious Innovator of the Year. Read on to find out more about the winners.
DIGITAL COMMUNICATION CATEGORIES
Media & technology
Winner
Nokia: Push N900
Hyper
Nokia
The PUSH campaign encouraged hackers to create inventions from Nokia devices. These ideas were used to generate marketing, devised and led by Nokia's consumer community.
Runner up
Nokia N8 Launch Campaign
Wieden + Kennedy
Nokia
Runner up
Orange Power Wellies for Glastonbury 2010
M&C Saatchi Sport & Entertainment
Orange
Public sector
Winner
iHobo
Publicis London
Depaul UK
iHobo is the world's first homeless tamagotchi. The app puts a homeless person on your phone for you to care for, prompting donations to a homelessness charity.
Runner up
Who Killed Deon
Abbott Mead Vickers BBDO
Metropolitan Police
Lifestyle
Winner
Nike Grid: Claim Your Streets
AKQA, Wieden + Kennedy and Mindshare
Nike
This campaign engaged young people in Nike Running by creating a running contest across London. Participants checked in on Facebook at rebranded London phone boxes to update their progress.
Runner up
Nigella Quick Collection
AKQA
Random House
Culture & the arts
Winner
Tate Trumps
Hide&Seek
Tate Media
Tate Trumps encourages visitors to experience the gallery in a different way. Visitors use the iPhone game to choose artwork and can then play a game of trumps with others.
Runner up
Hurts – Don't let go
Sony Music Entertainment UK and FOAM
Hurts / RCA Records
Runner up
Such Tweet Sorrow
Mudlark and the RSC
4iP and Screen West Midlands
On a budget
Winner
iHobo
Publicis London
Depaul UK
iHobo is the world's first homeless tamagotchi. The app puts a homeless person on your phone for you to care for, prompting donations to a homelessness charity.
Runner up
Emissions Equality Congestion Charge
Mindshare UK
Volvo Cars UK
Runner up
Hurts – Don't let go
Sony Music Entertainment UK and FOAM
Hurts / RCA Records
Campaigning
Winner
Fairshare Music - Doing good things with great music
Traffic Digital
Fairshare Music
Fairshare music is an innovative digital platform for fundraising. It is a music download site that donates 50% of its profit to charity.
Runner up
Starbucks Love Project
Streaming Tank
BBDO NewYork
Runner up
Blogladesh
Save the Children
TECHNOLOGY INNOVATION CATEGORIES
Data
Winner
DataTAP
Arcus Global
Royal Borough of Windsor and Maidenhead
A simple, cloud based, integrated solution for the extraction and sharing of data for local authorities and public sector organisations in the UK that could provide the public with the insight they want into their public services.
Runner up
StreetStats
Client: Top10.com
Runner up
Chromaroma
The Mudlark Production Company
4iP and Screen West Midlands
Technology for Social Change
Winner
SuperMe
Somethin' Else/Preloaded
Channel 4
This project tackled a difficult subject, teen mental health, and aimed to provide support and advice in a way which would be engaging to its target audience.
Runner up
Apps for Good
CDI Europe
Runner up
iHobo
Publicis London
Depaul UK
Disruptive technology
Winner
E Ink
Schwartz Communications
E Ink Holdings
E Ink is an electronic paper display (EPD) that reads like printed paper, with content that is changeable wirelessly. Electronic readers such as the Kindle rely on this technology.
Runner up
myFry iPhone and iPad application
Dare
Penguin Books
Runner up
Aframe
Technology breakthrough business
Winner
Shutl
This service allows online shoppers to have their purchases delivered either immediately (from within 90 minutes) or at a time of their choice. Shutl achieves this by aggregating capacity across a network of local courier firms.
Runner up
Cardmobili
Runner up
Picklive
Digital Entrepreneur
Winner
Wonga.com
Wonga allows borrowers to access funds for a short period at predetermined rates of interest.
Runner up
The Daily Sparkle
Runner up
Loveyourlarder.co.uk
Mobile App
Winner
myFry iPhone and iPad application
Dare
Penguin Books
Stephen Fry's enthusiasm for technology is famous and well-documented, and this application allowed his fans to enjoy his work in app-friendly bite sized chunks.
Runner up
Condé Nast Travel Guides
Imano plc
Condé Nast Publications.
Runner up
iHobo
Publicis London
Depaul UK
MediaGuardian Innovator of the Year
Winner
Apache Hadoop
Apache Hadoop has been hailed as a "Swiss Army knife for the 21st century". After a long discussion this year's MEGAs judges chose it as a greater catalyst for innovation than WikiLeaks, the iPad and a host of other suggested nominees. The software framework allows sophisticated manipulation of colossal amounts of data and is available to use under a free license. Applications of the system are diverse and far reaching, and as data manipulation and management play an increasingly large part in all of our lives Hadoop may come to be seen as the beginning of a new data revolution.
