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attblueroom

 

My Role: Director Digital Marketing Davie Brown Entertainment - project & client management.

I managed this AT&T content portal, overseeing internal and external content and development teams, coordinated daily site updates, oversaw technical issues for all live streaming events, negotiated contracts, managed communications between partner agencies and client. Created and maintained budgets and schedules. Consulted with brand to ensure that strategy, marketing goals, and branding expectations were met. 

 
 
 

Program Details

AT&T was at the forefront of digitally distributed branded content as exampled in the blue room, a web portal that for five years covered music, entertainment, gaming, and sports.

The unique content included exclusive live webcasts of the top music festivals in the country including: Coachella, Lollapalooza, Bonnaroo, Austin City Limits, The New Orleans Jazz and Heritage Festival, Vegoose, Outside Lands, and KROQ's Almost Acoustic Christmas, as well as sporting events including the PGA Masters and the Olympic Trial Events.

AT&T blueroom gaming provided gaming enthusiasts with access to exclusive content related to both upcoming releases and retro favorites, including interviews with gaming insiders; reviews and expert commentary; tips, tricks and codes; and downloads.

AT&T blueroom Project D.U., consisted of a network of 30 blogs across entertainment, sports and gaming curated by a group of influential editors designed to inform and entertain.

 

The AT&T blueroom Hollywood featured exclusive behind-the-scenes footage, interviews with artists and other exclusive content.

AT&T blueroom music featured in-studio interviews and behind-the-scenes footage from a diverse group of chart-topping artists and new music talent, a custom-programmed music player and chances to enter meet-and-greet sweepstakes.

AT&T blueroom Team USA allowed users to get up-close-and-personal with athletes as they trained and prepared for competition through "Behind the Team," an original webisode series examining the sport of gymnastics as it has evolved through the years along with personal stories from several of its athletes. Also featured were video streams of competitions and events, a tour of U.S. Olympic Team training facilities and downloadable desktop communicators that alerted you to breaking Olympic Games news.

Distributing blue room content across three screens, AT&T attributed the program with having "fueled the sales of the company's core offerings — high speed internet, wireless, voice and video — while building affinity for the AT&T brand in the entertainment space."

 
 
 
 
 
 

BlackBerry sponsorship of MADONNA's sticky & sweet tour

My Role: My Role: Owner 7th Gear Design - project design, project & client management.

Managed this digital program in support of BlackBerry's sponsorship of Madonna's tour. Designed and created the UI, oversaw backend development, coordinated all communications, approvals and asset transfers between the brand, Live Nation, and associated agencies. Consulted with the brand to ensure strategy, marketing and branding goals were met, developed and managed budget and production schedules.

 

Program Details

BlackBerry partnered with Madonna to cross promote the launch of their BlackBerry Bold handset and Madonna's Sticky & Sweet tour. 

Owners of the BlackBerry Bold were able to log-in to the site and view exclusive behind the scenes video of Madonna rehearsing for the tour and ten songs recorded live in concert.

Users were also able to explore details of the Bold handset, as well as download wallpapers for mobile and PC.

On site activation at tour dates included BlackBerry Lounges where fans could relax and explore the Bold handset, karaoke booths, and photo booths. Fan images captured by brand ambassadors were assembled into a mosaic portrait of Madonna that users could view online, with the ability to zoom into their personal image.

Performed to over 3.5 million fans in 32 countries, with US revenues of $282 million and worldwide $408 million the Sticky & Sweet Tour remains the highest grossing tour ever by a solo artist.

 
 
 
 

Doritos: The Quest

My Role: Director Digital Marketing Davie Brown Entertainment, digital project design, project & client management.

Produced this digital program for Doritos.  "The Quest" was based on a concept developed with team members at Davie Brown Entertainment and The Marketing Arm. Managed all aspects of development from concept through the RFP process, production and reporting.

Engaged the digital agency RED INTERACTIVE, coordinated with the Frito-Lay technology and legal teams, assembled and distributed all creative elements from various agencies, consulted with the brand to ensure strategy, marketing and branding goals were met, and assembled and distributed metric reporting.

[launch Quest site] Enter: "mountaindew" as flavor.

 
 

Program Details

Doritos "The Quest": Guess the flavor, solve the puzzles,  win $100,000!

"The Quest" was a series of challenges that began online where contestants gathered clues by solving puzzles that unveiled the secret destination city, where the top three challengers met to participate in real world physical challenges. The winner collected $100,000.

Digital: Before the flavor hit stores, an unbranded teaser site was created to engage alpha influencers and ARG players in order to create buzz and engagement prior to the game and flavors being made available to the public.

The teaser site allowed consumers to enter their email address and “wait to be told” as a cryptic countdown clocked slowly down to zero. This incited a huge blog response of people wondering what this mysterious site was, who was behind it, and what would happen when the clock hit zero. Thousands of users registered with the site. [launch teaser site]

The first puzzle in "The Quest" was to guess the new Doritos mystery flavor. Product packing had a simple messaging stating, “Guessing the flavor is only the beginning." These mystery bags were distributed to snack aisles across the country, and the companion website www.doritosthequest.com was launched.

The $100,000 Gold Dorito that went to the winner of "The Quest Challenge".

The first three consumers to solve all of the online puzzles were sent the secret city, [Las Vegas], to compete and be filmed in a series of online webisodes as the hunted for a golden artifact worth $100,000.  The competition quickly rose to over 70,000 active players and online groups sprung up across the world with people trying to solve the puzzles.

 

Packaging: The packaging was a simple black metallic with a series of triangles along the front of the bag. To the average consumer, all the packages looked alike.  However, there were three different versions. Each version had a code built into the graphics, needed to solve one of the puzzles in the online game.

Retail Activation: Clues were built into POS displays which housed the new product in stores. Displays varied by store, each providing a different clue applying to a different puzzle online.

Live Event: The three finalists were flown to Las Vegas to compete for the grand prize - a golden artifact worth $100,000. Challenges included being trapped in an elevator at their hotel and solving a cryptic riddle in order to get out; jumping from a speeding boat onto another boat in order to obtain another puzzle piece.  The final challenge: repelling down a 200 foot rock face, grabbing clues along the way, prior to a race to the final puzzle to claim the $100,000 golden artifact.

Results: The results for Doritos the Quest exceeded all expectations: Sales increased 200% vs. YAG. Halo effect to overall brand resulted in an increase of 150%

Over 70,000 players registered online and over 6,031,933 minutes were logged

Unique visits were nearly 700,000 (many players chose not to register, they just played the game)

Summary: Doritos the Quest was a huge success, not only from a product and sales perspective, but from a buzz/awareness factor as well.  The brand refreshed its image as a leader of innovative product introductions and engaged more consumers than any prior product introduction in the history of the brand. 

“The Quest” was recognized with multiple honors including: the W3 Gold Award, a Webby Official Honoree, Promo Magazine Loyalty Marketing Program Winner, and the MI6 Silver Award.

 
 
 
 

AT&T Home Turf

My Role: VP & Creative Director Avant Interactive - project design, project & client management.

For the length of this two-year program I managed all aspects of content creation and maintenance of this site. I oversaw our internal creative and development teams, developed and managed budgets and production schedules, verified stability of the hosting environment, saw that all updates were made on schedule, coordinated information and asset exchange between our agency, the brand and partner agencies, including all metric reporting, while ensuring that strategy, marketing goals, and branding expectations were met.

 
 
 
 

Host Deion Sanders

Deion Sanders, Nomar Garciaparra and Mia Hamm

 

Program Details

AT&T Home Turf featured interactive video tours of the homes of athletes providing viewers with the chance to SEE HOW THEY LIVE.

Supported by a major national media campaign that included national television spots, print inserts in Sports Illustrated, OOH, and local newspaper, online and radio ad placements this popular program ran for two years with NBA great Kenny Smith and NFL legend Deion Sanders serving as hosts, as athletes from across the spectrum of professional and Olympic sports opened their homes and lives to fans.

Links within the videos revealed trivia, additional interview footage, and information about AT&T products and services. A hidden link within each episode led to a sweepstakes page where users could win autographed memorabilia and technology prizes.

Engagement time averaged 22 minutes on the site, with millions of video views over the course of the program.

As the webisodes unfolded viewers saw the athletes interacting in unobtrusive ways with AT&T products and services. 

Speaking of the value of the program to the brand heading into the second season, Eric Fernandez, AT&T executive director of sponsorships and events at the time noted that, "AT&T Home Turf has evolved into a dynamic campaign with strong momentum behind it. It's an out-of-the-box way to effectively showcase AT&T products and services to a key audience, and our metrics show that visitors are returning again and again."

“Fans always want to know more about the lives of their favorite stars. We’ve been able to construct a vehicle that shows that and displays our products in action and how they accentuate their lives. That sort of testimonial is hard to duplicate.”

 

 
 

David Ortiz and Host Deion Sanders

 
 
 
 

AT&T Locker Room

My Role: VP & Creative Director Avant Interactive - project design, project & client management.

I produced and managed the AT&T Locker Room project including supervising the photo and video shoots, managed our internal creative and development teams, and coordinated all information and asset exchange between our agency, the brand and partner agencies. Consulted with the brand to ensure strategy, marketing and branding goals were met, assembled and distributed metric reporting, developed and managed budgets and production schedules, and monitored the CDN.

Program Details

AT&T Locker Room gave fans of the Milwaukee Bucks, Chicago Bulls, Dallas Mavericks, Huston Rockets, and Cleveland Cavaliers a virtual all-access pass to their team's NBA Locker Room through an interactive online tour.

Hosted on NBA.com the five micro sites featured: a tour of each locker room, a video trivia game where users would guess the answer to trivia questions about a featured player then watch a video clip of the player giving the correct answer, downloadable wallpapers, the option to create a video e-card, and the ability to explore AT&T products and services.

Giveaways included a grand-prize winner for each team who received four tickets to a home game, a tour of the team's practice court, and chance to meet a featured player and autographed merchandise.

Other prizes in the AT&T Locker Room program included laptop computers, digital cameras, cell phones, iPods and player autographed basketballs.

"We know from more than two million visitors to the AT&T blue room that fans are curious to see how professional athletes live off the court," said Deb Peoples, AT&T vice president and general manager for the Dallas-Fort Worth area, "The AT&T Locker Room program gives fans a rare inside look into the Mavs while showcasing AT&T's comprehensive set of entertainment products and services."

 
 
 
 

Coca-Cola Track Access

My Role: VP & Creative Director Avant Interactive - project conception, design, project & client management.

I produced and managed this program from its inception, designed and created the UI and UX, created all of the design elements, web pages and interactive components, as well as coordinated all information and asset transfer between our agency, the brand, Turner Sports, NASCAR.com and associated media agencies. Managed the brand approval process and oversaw QA testing.

 
 

Program Details

Coca-Cola Track Access was a extremely ambitious program. This partnership between two of America's most iconic and popular brands chronicled the premier NASCAR Sprint Cup Series with interactive videos and prize giveaways on a micro site hosted by NASCAR.com, the official NASCAR site which averages nearly 7M unique visitors per month.

Following the exploits of the popular Coca-Cola Family of Drivers, the Coca-Cola Track Access site was updated weekly for 26 weeks after each race with new interactive content. This entailed prepping informational pages prior to the race based on the location and developing news, creating a new micro site for each race with content specific to the action that unfolded during each race utilizing video and photographs provided by Turner Sports.

The races were on Sundays, content creation was completed by 10AM PST Monday for brand approval and the new content was posted on NASCAR.com on Tuesdays.  Midway through the program there was a complete creative refresh to signify the start of the Race for the Chase.

The CMO of Coca-Cola NA awarded this program with the Coca-Cola Big Bold and Inspiring Award: for "Best Interactive or Digital Media Program". It was also recognized by the Publics Group as a worldwide finalist for best digital program. 

 
 
 
 

NBC Saturday Night Live

My Role: VP & Creative Director Avant Interactive - project & client management.

Managed our internal development team and coordinated with NBC's front end design team for this video mash-up experience featuring NBC's "Saturday Night Live". This program was so popular we carried it over to two additional NBC programs: for late night, "The Tonight Show" and for prime time, "Heroes".

Coordinated all communication between our agency and NBC. Managed all asset delivery and updates with NBC. Created and managed all schedules and budgets. Oversaw installation within NBC's hosting facility and QA testing.

 

Program Details

This site allowed users to create video mash-ups using footage of "Saturday Night Live" provided by NBC and or video they created and uploaded themselves. 

Users were able to create accounts, upload footage, cut together a segment by dragging clips into a timeline, search for clips by category, send their video creations to a friend, and watch and search the videos created by others.