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Boo-box’s ad system for social media started out this month with good news relating to a good cause. The campaign Pixel Solidarity, created by Ogilvy with the purpose of generating donations to the GRAACC Institute, won the bronze medal from El Ojo de Iberoamerica in the Interactive/Viral Marketing category. It was boo-box who was responsible for the campaign going viral via social media.

Blogs, Twitter, Orkut and MSN were turned into vehicles for a message of social engagement in the fight against childhood cancers. With more than 4000 blogs giving promotional space to the campaign they reached nearly 5 million page views in just the first 3 hours after launch and the campaign became the most tweeted subject in Brazil, impacting around 119,525 Twitter users.

“It’s with great pride that we accept this prize. Ogilvy’s creation coupled with the huge and efficient implementation of the campaign via boo-box was a formula that led to huge success as the inevitable result. We are sure that this is the first of many awards,” said Mark Tanaka, CEO of boo-box.

“More than any award we might win with this campaign, nothing compares to the satisfaction of knowing the number of supporters of GRAACC grew 61% after the Pixel Solidarity launch. We and the all the boo-box publishers cooperated to make that happen.”