The Man Cave integrated marketing campaign immersed consumers into the world of our favorite four quirky sales guys, where they learned about the benefits of the Alltel brand and the shortcomings of the other networks. It was a natural extension of Alltel’s popular television campaign and further developed the characters and storyline.
“My Circle on Trial” was created as a buzz and awareness generator for Alltel’s My Circle program. It was also used as a transition away from the successful “Icons” campaign that featured look-a-likes of the other wireless characters.
As an extension of Alltel’s “Man Cave” campaign, the “Sales Guys” launched a MySpace Music profile as their hip-hop alter egos — The Wireless Thugz. Viewers read their bios and blogs, posted comments, and checked out their latest rap video “Rollin’ in da Man Van.”
The MySpace profile was used as an online advertising and viral marketing tool to raise awareness of the campaign. The profile received over 300,000 views and over 280,000 video views — with very little media backing.
"The Demolition" online campaign was created to raise awareness of Carhartt’s redesigned website. Playing off the “Work Strong” theme, and the true nature of the Carhartt brand, the old website was redesigned to appear as a construction site. When a visitor came to carhartt.com, they were first greeted by the Demolition application — and the visitor was asked to help demolish the old website by selecting a jackhammer, dynamite or wrecking ball. The short-lived campaign reached both national and international online buzz and helped increase online sales by more than double the monthly average.
The "Rise of the Chevy Autobots" was an interactive story that played out over three months. Players were given the ability to create their own Chevy Autobot, challenge and duel their friends, and solve puzzles that led to hidden codes in Chevy off line media. Players also entered a sweepstakes to win a trip to the premiere of Transformers the movie.
The Tahoe Apprentice website was created as a promotional tool to leverage the Chevrolet Tahoe sponsorship of The Apprentice (episode aired 3/13/2006) by creating an online promotion. The website provided consumers with tools to generate and submit their own Tahoe commercial using a variety of preselected assets (video clips, music sound tracks, etc.). The submission period for entries was open for six weeks before the finalists were judged and winner was selected.
Chevy Nation wass a rich, experiential website designed to be the intersection between Chevy and the passions, pastimes and experiences of millions of Americans. The site was made up of six content "channels" that cover the celebrities, events, cultural activities and obsessions associated with the Chevy brand: racing, sports, music, the tuner community, environmental issues and car clubs. Chevy Nation was packed full with insider stories and exclusive video footage.
Designed for an audience that was very mechanically astute but was only now beginning to fully utilize the web to gather information, the site provided detailed product information; CGI-based demonstrations; and video tours given by Howie Long and Gary White, Lead Engineers for Silverado, all laid out in an intuitive navigation structure. The site went one step further by offering an interactive configurator, which allowed the user to construct and personalize a truck based on his or her own needs and tastes.
Targeted at a web-savvy audience that expects more out of not only their interactive online experiences but of their vehicles as well, the site strived to break the rules commonly associated with virtual tours up until now. By employing the latest CGI technologies to create a pliable, interactive environment, the site was able to dynamically showcase and demonstrate all the unique features and details of a vehicle that can change from a full-size SUV to a pickup and back again.
“Who is Benjamin Stove?” was an alternate reality game (ARG) using “living” online characters and puzzles, with the purpose of building awareness about GM’s renewable fuel initiatives and programs. The campaign ran for four months and was the viral/underground marketing component of GMs “Live Green Go Yellow” campaign.
GorgonBox.com was an unbranded website used to tease the audience about an upcoming Navy video game called "NTE: Strike & Retrieve". The prelaunch campaign lasted 30 days. On the final day, the game was revealed along with Navy as its sponsor.
