Design Showcase Illustrates 'Corpse Bride' Web Marketing Strategy
Posted on Wednesday October 5, 2005
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If you haven't seen iMedia Connection's Creative Showcases yet, you should definitely take a look. Basically, the creative director of a recent online marketing campaign outlines their project's marketing goals and then details how their design fulfills those goals. The end product is also critiqued by a panel of several industry experts who, according to iMedia Connection, assess the work based on "how the creative captures the specific customer; how it meets the brand's business needs; impact of execution; and creativity." More than a few of the showcases have covered recent film industry online campaigns. For example, In this week's showcase, BLITZ CEO Gregg Apirian described his firm's user segmentation approach to the 'Corpse Bride" website:
With such a vast audience spectrum, the "Corpse Bride" website was designed to suit four main audience types: the cursory users, curious users, interested users and fanatical users. Building the site in tiers allows users to find what they like easily. The deeper their interest, the deeper the website content. The longer users stay on the site, the more connected they become with the movie, and the higher the probability that they’ll go out to see the feature film come Friday night.
Other recent movie marketing showcases have included the multi-faceted 'Cry Wolf' online campaign, the 'Ring 2' viral, and a 'Dukes of Hazzard' interactive game.
[Via
iMedia Connection]
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