Reactive partnered with Meat & Livestock Australia (MLA) to create Beef Essentials, a simple and easy to use guide for cooking the perfect steak. The app offers advice on selecting the right cuts of beef, the ability to choose from a range of cooking methods and even a cooking timer that tells you when to turn and how long to rest the meat before serving.
“We are thrilled that Reactive has been recognised by such a prestigious global awards show for our work with MLA on the Beef Essentials iPhone app," said Tim O’Neill, Co-Founder and Joint Managing Director, Reactive. "Reactive has experience in creating mobile apps for some of Australia and the world’s leading brands and we love providing our clients with user-friendly solutions that inspire and engage their customers”.
Reactive has been a finalist in the Webby Awards for three consecutive years. This year, the agency saw two projects (Beef Essentials iPhone app and the Red Visitor Web site) nominated, and in 2011, Reactive was a nominee for work with Amnesty International Australia. In 2010, Reactive was in the running for a Webby with Crumpler nominated in the Best Retail category.
Hailed as the "Internet's highest honour" by the New York Times, the 16th annual Webby Awards presentation will be held on Monday, May 21, 2012 in New York City. Winners will be presented with the Webby Award (as voted on by the International Academy of Digital Arts and Sciences) and the People's Voice Award (as voted on by the fans).