NEW YORK: A campaign for a non-profit health organisation that became a viral marketing phenomenon last night took the Best In Show prize at the IAB MIXX Awards.

The ALS Ice Bucket Challenge, devised by the body dedicated to the fight against Amyotrophic Lateral Sclerosis, saw hundreds of thousands of participants – including many celebrities – post recordings on social media of a bucket of ice being poured over them, helping to raise millions of dollars.

The Interactive Advertising Bureau's MIXX Awards recognize the year's best interactive marketing, with winning work ultimately serving to educate the marketplace about what works and why in digital marketing, as well as to inspire the community by pointing to future trends and where the industry is heading.

Michael Lebowitz, founder and CEO of Big Spaceship, served as the 2015 IAB MIXX Awards jury chair. "This year's winners reached audiences in new and powerful ways," he said.

"All of us on the judging panel were impressed by the way each of the campaigns took full advantage of digital's interactive capabilities, while also showcasing a keen understanding of the core human need for great storytelling."

A total of 32 Golds, 27 Silvers and 31 Bronzes were handed out across 31 categories at an event in New York.

"The winners of the 2015 IAB MIXX Awards demonstrate how imagination and technology can be woven together to move hearts and minds," said Randall Rothenberg, President and CEO, IAB. "This work represents the finest in digital marketing the world over, and will surely influence the next generation of marketing campaigns."

The IAB has also published What Works & Why: IAB Global Insights Report 2015, which explores case studies of 24 award-winning campaigns from around the world and which focuses on the theme of "The Allure of Authenticity and Creativity" in interactive advertising.

Data sourced from IAB; additional content by Warc staff