The Backup of Destiny Experience
Awards: 2015 Gold Stevie for Best Brand Experience of the Year B2B
When Symantec presented us with the challenge of creating a compelling experience for an audience inured to insincere marketing, I concepted the idea of translating the classic “choose your own adventure” narrative style into a YouTube experience. Through a close collaboration with exceptionally talented creative, production and media teams, we integrated quirky humor with the social and technological systems our target audiences' use most.
Creating the the user journey required an elegant solution that overcame mobile device challenges, without compromising the desktop experience. To maintain an optimal experience for both mobile and desktop users, I created an intelligent URL that redirects users based on device type. I built rapid wireframes and coded a mobile landing page that provided users a seamless digital experience.
The results of the campaign were especially gratifying: Within a matter of weeks we had generated 29 million impressions and over 728,000 views. The total time spent playing was more than 435 days; that’s excess of 10,000 man-hours of engagement among an audience openly suspicious of inauthentic advertising.
You can watch the full experience, or view the landing page on a mobile device by visiting Symc.ly/buod.
I continue to consult, architect journeys, and build microsites and landing pages for our clients. Most recently, we are developing an interactive landing page for a client.
Skills & Technologies Used:
- HTML5
- CSS3
- Media Queries
- JavaScript/jQuery
- Tracking Codes
- QA testing
