Hobart Corp.

Runner-up: Mobile

Campaign: Hobart Spotlight app

A leading maker of equipment for the restaurant industry, Hobart products don't always lend themselves to portability. Industrial ovens, mixers and washing machines can weigh more than 1,000 pounds, and hauling them to customer locations or trade shows is often impractical.

Enter the iPad. Apple's tablet is a demonstration center in a box. On the Hobart Spotlight app, selected products have individual pages with image galleries, testimonial videos and support collateral. The tablet also delivers all the information reps need to close a sale on the spot.

The app debuted last May at the National Restaurant Association show. Sales reps walked customers through product features, captured a potential customer's contact information and instantly emailed product collateral both to the prospect and the local sales rep.

The app helped capture more than 300 leads during the show and is rapidly becoming a primary source of lead generation for Hobart's customer management database.