This site showcases the (mostly) digital work of Andrew DiFiore from both Virtual Arts Studios and answerYES Interactive as well as random thoughts and experimental projects too volatile to be contained anywhere else.

 
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    Arista Air Conditioning, the largest HVAC company in the tri-state New York area, has been providing commercial and residential air conditioning, heating, and refrigeration for over 50 years. Their navy blue vans with the gigantic snowflake are familiar sights to local home and business owners. And it was for that reason that we gave the van a prominent place on the company’s website.

    We storyboarded the concept of a 30 second animation featuring the van displaying each of the company’s three main brands (e.g. Arista, Arista Premier, and Kelnard) as it revolved. answerYES did the photography, the Flash animation and programming, even the sound editing. Since we didn’t want the Flash to get in the way of the user accessing the content, the navigation was presented immediately. Since we didn’t want the music to be annoying, the animation only played upon the first visit (though the user could opt to play it again).

    The Flash was just a nice added touch of uniqueness, the real content was the site copy. We worked closely with Arista’s sales team to craft the right communications across all three target segments while still ensuring that it was search engine friendly.

    The entire site was built on top of the Six Apart’s Movable Type content management system. answerYES customized the templates to support the site design and architecture, including a blog and slideshow that pulled from the company’s Flickr photo stream (for things like the company picnic). We continue to provide ongoing support for the site as well as miscellaneous marketing materials like poster boards for an upcoming trade show.

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    I created this Flash game over a long weekend on a bit of a lark to see if I could generate enough revenue from the Dusty Brand Clothing affiliate program (they were paying out 4% on every tee purchased). The idea was to repeat the viral success I had with the Winky Tiki game and earn enough dough to pay for my hosting.

    Unfortunately, the company shuttered its “virtual” doors before the ball really got rolling (never got to do a proper viral seeding). The company was started by two business grad students from Bentley College as a school project. I read they made over $250,000 which goes to show you sex sells (not really).

    Nevertheless, the game was well received and for a few weeks it drove several thousand uniques to the website.

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    Passions Network is an online dating service that redefines social networking, consisting of  over 100 unique niche dating sites focusing on specific areas of interest, ALL FREE. For their newest niche Tattoo Passions, Passions Network wanted an “organic” way to spread the word as quickly as possible without a lot of spend.

    Our team came up with a low-budget viral marketing campaign featuring a Flash-based microsite called Dirty Dick’s Tattoos where visitors “ink” their own skin art and send them to friends as email messages. You have the option to make your masterpiece public so others can view and modify it. Promotion included email blasts to in-house lists, display ads placed throughout Passions’ existing dating sites, and viral seeding on social entertainment communities like College Humor, Kontraband, and Heavy. In addition, we did a special outreach to bloggers of tattoo-related sites.

    The Results: Over 2,500 messages shared within the first two weeks, exceeding expectations for conversion on the Passions Networks sites, not to mention an unprecedented level of brand engagement as users batted back and forth the tattoo messages in friendly competitions that often lasted for days.

    Since 1996, The Breast Cancer Alliance has been a major force for breast cancer research, education, and outreach. The nonprofit is the 4th largest private funding provider to breast cancer research in the United States, raising over a million dollars each year from grants and charitable events like the Annual Luncheon and Fashion Show (attended by over 800 contributors). We are happy to do our part for this incredible organization by donating our time to the upkeep and promotion of the official online home of The Breast Cancer Alliance.

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    As a subdivision of Treasure Hunt Adventures, The Great Central Park Treasure Hunt is a do-it-yourself map-based treasure hunt designed for families. You buy a full-color orienteering map to find clues that ultimately spell out a secret message for a treasure you claim online. This is the first of many City-based treasure hunts. In addition to expanding the existing website (did the parent site 9 months ago), I created a few banner ads and this in-site orienteering game.

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