I recently ran into this article introducing the newest creative partnership with hip-hop mogul Jay-Z and Bing maps and decided to check out the ingenious campaign myself. Developed by Droga5 New York, this multiplatform campaign sets fan across the nation on a virtual scavenger hunt through major cities in the US in order to find pages from Jay-Z’s upcoming memoir Decoded. The site integrates Facebook Connect to access your data and build you a user profile. Clues are featured in locations where the actual content of the pages took place and published on a wide variety of places - outdoor, bus stops, pools, etc. Although the hunt takes place in the “real world,” fans can play along using the Bing Maps interface to search through the city streets to find the clues.
As a huge Jay-Z fan, this idea came across brilliant to me and completely brand congruent with what the Jay-Z brand stands for and who he is. He’s an innovator, a music mogul and a genius in his own right. Not only does it push the limits of traditional marketing, it integrates new technology to bring a never-before-seen completely user-generated site that takes the whole idea of virtual maps to a new level. The start of the game is somewhat cumbersome; as you have to download Microsoft® Silverlight along with Bing 3D and it can run slow depending on your connection. Overall though, once you start, you can dive right into the clues and finding a page of the book. It did take me awhile to figure out what to do after you crack the first two clues, but after that it’s completely user-friendly. I found the aerial view to be easier than the street view and the actual questions to be somewhat tricky (depending on your knowledge of his lyrics). The nice feature is having the Bing search engine right on every page for you to search through.
Try it out for yourself and give us your comments!
On the heels of a very productive summer for Launch came the whirlwind of an equally busy fall. A great amount of time was spent preparing for the launch of two websites, and we are very proud to present them.
When Launch took on real estate development group The Breeden Company’s site redesign, it had not been changed since it was originally built in 1997. Not only was the design the same, but the functionality was outdated as well. The most visited pages on the old site were the apartment pages, but they were rarely updated and the formatting was often inconsistent. The old site also did not match the brand’s core values or personality.
We redesigned the site to offer more engaging content, extensive property profiles and image gallery rotators. The new site was both traditional and professional, and completely in line with the current brand perception of The Breeden Company. Lastly, the site also offers a comprehensive Content Management System that allows for different user levels, content/image editing and dynamic searching.
Check out the full site at http://www.thebreedencompany.com/
The Breeden Company
Similar to The Breeden Company, LTD Hospitality Group had an old website that did not match the recent rebranding and modern approach they were trying to take. The old website was done in-house and managed with a database of hotels, but it was very difficult to use. Launch created a fresh design for LTD that represented their brand and new direction. The new site can be easily managed with the Drupal Content Management System and has a comprehensive “Careers” page.
LTD Hospitality Group
Check out the full site at http://ltdhospitality.com/
Taking a spin on popular reality TV shows we’ve launched The Roosevelt Hotels first ‘Meeting Planner Star’ contest. Our goal is to create awareness in the meetings industry for the Roosevelt and to have some fun while doing so.
To house the contest Meridian Group and Launch created an engaging and user-friendly microsite. To enter, contestants fill out a quick profile and then go through steps to plan a mock meeting. They will choose from a variety of options (how about Dr. Ruth as your speaker or Street Vendors for your lunch meeting?) or enter their own all while staying under budget. Once their meeting is crafted the next step is to get votes. Contestants will share their meeting through social outlets including Facebook, Twitter and LinkedIn to gain the most votes. Once the contest is complete we will pull the top 10 meetings and the executives at The Roosevelt will choose the first ‘Meeting Planner Star.’
The best part? The winner truly gets the ‘star treatment’ in NYC. Grand prize includes a weekend stay in the presidential suite at the hotel, limo ride to and from the airport, a meeting room named after the winner for 1 year and much more!
Show off your planning skills and enter today.