FWA Site of the Day, March 27, 2021
The “Hut Arcade” Pac-Man Web AR Game pizza box successfully rekindled customers’ love for Pizza Hut while establishing new connections with younger generations. With over 11,260 total hours played, UGC poured forth on social, making fans of hardcore gamers and pizza lovers alike. A mobile site including GIF-instructions made sure the late-adopter crowd could easily participate in this unique augmented experience while a global leaderboard ensured replay-value in efforts to get users’ name on the board for all to see.
In total, the Pac-Man AR box activation received 741 million media impressions, more than doubling our impression goal with 100% positive sentiment. This resulted in a positive lift on the brand tracker in both price and value perceptions as well as food appeal and brand connection with the majority of customers asking for more games on packaging.
Most importantly, 10.6 million Pac-Man boxes were sold, which means that for the month of March, somehow a pizza box became the top-selling game console in the world. The whole world?! Yes, we know it’s apples to pepperonis, but the Pac-Man pizza box outsold the Nintendo Switch, Playstation 5 and Xbox Series X…. combined.
In managing the Cannes award-winning Airforce.com, I utilized production and product management skillsets alike in order to keep this integral recruitment lead funnel portal running at peak performance. Overseeing everything from hosting architecture, 3rd party partnerships and PII data management to creating and optimizing content and UX, I played a key role in ensuring this personalized web experience exceeded recruitment goals each year.
Leading a cross-functional teams of strategists, data analysts and creatives, I worked to develop results-driven creative and ensure a clear user path to enlistment. I worked directly with Air Force Leadership and technical partners to appropriately handle user data to provide an individually tailored site experience and keep online communication such as, live chat, find-a-recruiter and a career interest navigator survey(AF-WIN), running at peak performance.
Stewarding bespoke campaigns for Special Operations, Ask An Airman and the AF women pilots’ “Origin Story” (in conjunction with blockbuster Captain Marvel) allowed for new engaging content and UX optimizations, combined with multivariate testing, to keep the site fresh and drive user applications.
How do you shake people out of their fast-food slump?
With levitating Popeyes chicken and a mental tug-of-war, obviously.
We developed a custom table to float the $5 Big Box Combo and set two contenders, adorned with brainwave-monitoring EEG headsets, to a cerebral competition to see who craved Popeyes more. The one with the most craving would bring the hovering food towards themselves and enjoy victory. And it really worked!
We complimented the experience with a mobile game, connecting users in real-time to have their own tug of war challenge. This project was part experiential, part interactive, part content capture, and all innovative fun.
Then we set it all loose with exciting display creative and social love reaching over 10MM people and garnering 42.5MM impressions.
With Crave-Off we were able to scientifically quantify the love for Popeyes chicken!
When THE Vodka knocks on your agency’s door, you don’t give them a creative campaign. You develop THE creative campaign. We brought Stoli back to THE top with an elegant new look, dynamic digital ad executions and clever animations that shows that real drinkers don’t settle for less than THE Vodka. We overhauled Stoli.com to provide the optimal user experience and even partnered with Playboy to develop a suite of online cocktail videos hosted by non-other than Playboy’s Miss May 2010, Kassie Lyn Logsdon.
Awarded FWA 'Site of the Day' (1/22/14), An Idea Lives On immortalizes the legacy of President John F. Kennedy, through intimate interviews, arresting stories, and thoughtful art from some of today's most prominent figures, including Former Speaker of the House Nancy Pelosi, Conan O'brien, Astronaut Chris Cassidy, and Madeline Albright - just to name a few.
The site was widely featured on popular television and online news publications and in it's first week garnered visitors from over 200 countries.
Microsoft came to us to launch a 360° campaign for its Microsoft Cloud service, demonstrating it's power through use cases with partners such as AccuWeather, Real Madrid, and Special Olympics. Our team developed the mosaic concept which housed these partner stories and was applied to full digital ad campaigns, experiential work and a redesign of the consumer website.
For the Real Madrid work, we created an awesome 3D stadium experience, allowing the user to explore the virtual environment and learn how the Microsoft Cloud supported every aspect of the professional soccer club. This lived in various online advertising as well as interactive video displays in airports.
We saw a real need for a fully-responsive redesign of Geico.com, compiling a digital style guide that would transform the insurance giant's digital presence into the smooth user experience that you come to expect from the most modern websites. We took an Agile approach to designing each responsive site component within the digital style guide, complete with code snippets and functioning examples for each element. In this way, we were able to save the Geico implementation team hours upon hours and provide a sleek, consistent end-user experience. The latest version of the site is coming soon to a browser near you.
Sometimes an agency can be it's worse client. I intended to not let this be the case. I lead the latest responsive redesign of The Martin Agency website with a tight-knit, enthusiastic team. With a focus on a clean, streamlined aesthetic and UX, we developed a site that would be a worthy home to the agency's award-winning work, providing users with sound functionality and easy-access to information that they have historically been most interested in, without the unnecessary filler.
The Midas touch was becoming a bit, well, tarnished. The automotive service company needed to get back on the map and show the world that they are the leaders in Total Car Care. We tapped the newly created Midas Hand and his optimistic, witty persona to make sure that drivers everywhere knew that Midas does much more than just change oil. We launched hilarious brand spots and a vigorous digital campaign, complete with successful geo-targeted mobile advertisements based on weather conditions and proximity to the nearest midas store. This work increased overall sales for 59 consecutive weeks and counting!
Stove Top has been in a slump. They needed something to revitalize the brand - especially online. Where do you turn? To the Angry Pilgrim of course!
We expanded on the already successful Angry Pilgrim campaign, creating a comical collection of shareable social content for the Thanksgiving season and redesigning the Stove Top website so that users on laptops and mobile devices could understand that it just isn't Thanksgiving without Stove Top Stuffing.
It’s easy to get lost in the complexities of mobile phone providers. We helped Straight Talk put a quick end to that by creating broadcast and digital video campaigns that cut to the chase and clearly explained to consumers just how they can provide the best 4G LTE service on the latest phones, all at half the cost. The work may have be informative but that didn’t keep viewers from bursting with laughter due to the off-kilter humor. This side-splitting work is a testament to a scrappy team producing the most effective content possible on a strict budget.
We embarked on a truly transformative rebranding for the digital forensics and cyber crime investigation firm Stroz Friedberg. The brand's identity evolved from the legal sea-of-sameness into a striking visual force that helps tell the story of how Stroz Friedberg 'seeks truth' in the ever-changing, and often dangerous, digital landscape.
An impactful and suggestive print campaign was birthed from this powerful rebranding. This gorgeous work serves as a warning to the business world that some things may not be quite what they seem.
We all know that Cool Whip makes things better...well most things. We put together a scrappy team to create a suite of comical, currated social content on a virtually non-existent budget. The result? Fun, shareable content for Cool Whip lovers everywhere.
Cool Whip also thought frosting needed a reboot. Instead of over-sugared gunk that's been available for years, they introduced a frosting that is light and fluffy and wouldn't demolish your cake upon spreading. To launch the new Cool Whip frosting we created the Reasons to Celebrate print campaign. Stating that the frosting is so good, you'll look for reasons to celebrate.
When Norwegian Cruise Line launches a new ship, they like to go big. As big as their ships! We delivered on a full campaign consisting of broadcast spots, monthly print work, radio ads and OOH for NYC's Chelsea Piers. This luxurious work invited the world to come aboard, kick back, and cruise like a Norwegian.
In business, whats more important than the talented people on the daily battleground? Nothing.
Manpower wanted to bring this idea home with an intricate animated video that would touch upon their services and show that with the right workforce anything is possible - humanely possible.
