Results
We believe this was executed by employing a hyper-intuitive approach to the UX, a bleeding-edge approach to the visual design, and of course a wonderful use of incentive and excitement conceptualized and delivered by Momentum. Additionally, we needed to make the campaign available and intuitive on all of the platforms utilized by the target. Of course this means web, and optimization for mobile and tablet, but it does not end there. We also needed to empower the members of each crew to upload content and manage their challenges while out on the town. This meant a mobile application available on iPhone and Android devices.
And then there is Facebook. Clearly if activating the crew members’ personal communities was an objective, we would be remiss if we did not leverage a Facebook application to do so. Lastly Anheuser-Busch needed a robust CMS to manage all of this. Oh, and all of this was done in 90 days. Phew...we need a few beers now...
The Brief
2011 marks the 2nd annual launch of the Band of Buds campaign from Budweiser. The Band of Buds program is aimed at finding the country’s best “crews”, and then fostering the participation of the crew members’ personal communities. Users are prompted to sign up to participate and invite their closest friends to join their crew.
Then, each crew will solicit their social networks to vote for them, upload content, and participate in sponsored challenges. After a national run of casting calls, the program will culminate with its final event in Las Vegas where the winning crew will walk away with $100,000 and be featured in a spread in Rolling Stone magazine.
The Task at Hand
We collaborated with Momentum Worldwide to architect, design and develop a rich, highly interactive, and integrated digital experience that creates excitement and ultimately initiates brand advocacy on multiple levels and on many touch-points. The IA, UX and visual design had to engage a younger discerning audience that is constantly bombarded with marketing initiatives.
Yes, of course we needed to engage, but we also needed them to participate...like REALLY participate, in a multi-week, and multi-initiative adventure that caused them to act not just online, but also out in the real world. As marketers we all know to move users from online to outside is a worthy challenge.
Strategy
Create a digital experience that allows you and your friends to compete against other groups of friends from across the country. The point based system thrives through user engagement and social interaction. A great deal of focus and thinking went into creating a user experience that was simple to use.
Architecture
We take pride in wireframes. Always have, always will. Band of Buds required strict attention to detail and knowledge of User Experience. Luckily due to our love affair with wireframes, we were able to lay a solid groundwork for the site.
Design
The approach was focused around responsive design and intuitive user interaction. The multi-screen browser experience of todays web calls for a responsive layout that will work just as hard on a desktop screen as it will on a tablet or laptop screen.
Mobile
The competitive nature of Band of Buds lends itself well to the user scoreboard-esque hierarchy and user flow that is beautifully displayed in the mobile design. The mobile design is light and responsive, yet powerful at the same time.
What better place to rep your friends than on the Band of Buds Facebook tab. The Facebook tab aggregates all of the latest and most popular Band of Buds activity into a highly organized interface.