White Rhino's Addictive Experience Wins a MITX Award in the B2B Marketing Category for the Second Year in a Row

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White Rhino announced today its second annual win in the MITX Awards for B2B projects produced by the agency’s Addictive Experience practice where “we’re turning ordinary B2B marketing content into an adventure,” says White Rhino founder and creative director Dan Greenwald.

http://www.meetminiz.com

White Rhino's Meet MINI Z Addictive Experience built for client American Science & Engineering

We’re turning ordinary B2B marketing content into an adventure.

White Rhino announced today its second annual win in the MITX Awards for B2B projects produced by the agency’s Addictive Experience practice. On Thursday evening, at the 19th Annual MITX Awards, the agency won gold in the 2015 B2B Marketing category for its Meet Mini Z Virtual Product Experience (http://www.meetminiz.com) for client American Science & Engineering. This follows the agency’s 2014 win, also in the B2B category, for its Mobile Consumer Trends Data Visualization for client SAP. Held annually by the Massachusetts Innovation & Technology Exchange, the awards recognize excellence in concepts and creations in marketing and technology produced or developed in New England.

Since 1996 the MITX Awards have grown to become the largest and most prestigious awards competition in the country showcasing the best creative marketing and technological accomplishments emerging from New England. This year over 120 senior leaders from Boston businesses judged entries for the 32 MITX award categories.

Both of White Rhino’s 2014 and 2015 winning entries were the product of White Rhino’s Addictive Experience (AX) practice where “we’re turning ordinary B2B marketing content into an adventure,” says White Rhino founder and creative director Dan Greenwald. White Rhino builds these experiences through a unique combination of game mechanics, active learning concepts, neuroscience, and User Experience (UX) design. While user experience is about physical interaction with technology, AX is about the emotional interaction. It brings the science of UX to the art of marketing communications to transform the customer experience.

In the case of the MITX-winning campaign for American Science & Engineering, White Rhino was challenged with helping the global leader in X-Ray detection technologies launch the world’s first-ever handheld Z Backscatter X-Ray imaging system, called MINI Z, that would allow law enforcement agents to detect and see threats anywhere, anytime. “It’s one thing for AS&E to tell you just how small and maneuverable the MINI Z is,” says Greenwald. “It’s quite another to let you use the MINI Z to inspect areas that other x-ray technology simply can’t get to – like a subway station or the backseat of a car. That’s exactly what this Addictive Experience does.”

Within one week of launch, the MINI Z made national headlines and the Meet MINI Z Addictive Experience received record traffic compared to previous campaigns - including a historically low 8% bounce-rate and 4 minutes average time spent on the site. “Sure, videos, demos, whitepapers, and even infographics all have their place in the marketing world. But when studies show that people only remember 10% of what they hear and 20% of what they read, but they remember 80% of what they see and do, I know where I’d put my marketing dollars,” says Greenwald.

About White Rhino
White Rhino is a strategic marketing and communications agency that combines storytelling with principles of neuroscience and audience psychology to create user experiences that audiences can't help but get immersed in – and can’t resist coming back to. White Rhino looks at the emotional interaction that its clients create through marketing to bridge the gap between the heart and the mind and transform the customer journey for B2B and Healthcare brands. Addictive Experience is a service mark of White Rhino. For more information, visit http://www.whiterhino.com or contact teri@whiterhino.com.

About MITX
Established in 1996, MITX -- the Massachusetts Innovation & Technology Exchange -- is the leading industry organization bringing together the marketing, technology and design community to engage to ignite innovation in the business community. Connecting more than 7,500 professionals in New England, MITX is a dynamic community of thought leaders and collaborators in search of insight, education and opportunity. Creator of FutureM, MITX is headquartered in Boston, MA. For more information, visit http://www.mitx.org/.

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Teri Sun
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