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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    Our client CONNECT Computer was running a year-end promotion in partnership with HP: Get a $15 Gift Card of your choice when you purchase two of the same HP LaserJet Toners. The offer expired December 31st, 2010.

    We did the typical stuff like email blasts and updating social channels but given the short notice and the fact that CONNECT’s social channels were too new (we had only recently launched the website) to have yet accumulated enough “social” capital, we needed something else… and fast!

    The answer was a splash page specific to the Gift Card offer and leveraging social browsing communities like StumbleUpon to drive targeted visitors to it.

    The idea behind a splash page is that it is a standalone page with a singular purpose, in this case the Gift Card. There is no navigation, no extraneous copy, and one call-to-action. More importantly, it can be done quickly and cheaply.

    Since the Gift Card offer expired at midnight on 12/31 we decided to create a peaceful winter scene, replete with animated snowflakes, displaying a countdown to 2011 (instant value add BTW). Both the snowflakes and the countdown were done using jQuery so the page worked even on iPads and iPhones!

    Social browsing took place over the last 5 days of the year. Yes, only 5 days! Personally, would have liked to have had 3 weeks for a campaign like this but we played the hand we were dealt. We still witnessed a 33.21% jump of visits to the Gift Card page and several sign ups. I suspect we would have seen even higher numbers if the campaign started before the holiday rush (i.e. end of November instead of December).

    The offer is over but you can still see the splash page here.

    Commissioned by NYC marketing company Moss Appeal to develop branded content for DirecTV Ad Sales team’s social media  initiative, which included a Twitter page, a Facebook page (with two custom apps), and this interactive DirecTV Perfect Match Game that utilized video outtakes from DirecTV’s popular programming.

    The game also featured a Bobble Yourself viral marketing component where participants could upload a photo to create their own bobblehead with a personalized URL that featured them on the game’s microsite. This created greater engagement and encouraged more sharing through email and social media.

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    This social media campaign by Forsman and Bodenfors to promote IKEA’s new store in Malmo, Swenden was clever in part because it used Facebook’s existing (and familiar) photo tagging feature as well as the social network’s inherent viral capacity but, unfortunately, if you were to mimic this idea for yourself your profile would be promptly deleted.  Such a “contest” would make Facebook culpable which clearly violates social network’s Promotions Guidelines. Love the concept though but would rethink it as a proper Facebook Canvas Page or Wildfire App.

     

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    It was already October when the owners of Greenwich Pool Service approached us with the idea to sell kiln dried firewood strictly through the Web as a means to offset their Summer business. Fortunately, it has been a warm start to autumn and because their target market for firewood was the same as for pool services, coming late to the game had little or no impact. Still, we had to design a logo and build an ecommerce website in record time (we opted to use Google Checkout for the ecommerce). Within two weeks Fire It Up Firewood was online and open for business!

    To help spread the word, we did an email and a direct mail invitation to the company’s existing customers as well as an ongoing Google AdWords Pay-Per-Click (PPC) campaign that has already yielded high conversion rates. In addition, our smart approach to organic Search Engine Optimization (SEO) has placed Fire It Up Firewood at the top of search engine results pages for highly coveted key phrases like kiln dried firewood and firewood delivery within a week of launch. Needless to say, we hit this one out of the park and our client was pretty impressed. We aim to impress.

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    When I first created this casual game as a promo for the launch of answerYES Interactive, I figured it would be popular but I was really surprise how supersonic that popularity grew. Within weeks, visits to the new website went from virtually zero to over 10,000 and the longevity of the campaign would prove to be years, sustaining significant traffic even today (just Google Japanese Supermodels).

    answerYES gets lots of client requests to create something similar for their own promotions (which have or will show up here), so, it was time for Japanese Supermodels 2.0. I don’t expect the same viral dividends as before but that’s okay (the game is a labor of love now). Play the Japanese Supermodels Interactive Game at its new home and let me know what you think.

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