Client:Draft FCB - HackerGroup
My Role: Creative Director, Art Director, Designer
Budget: N / A
Design Time: 3 months
Tools: Photoshop, Flash, Illustrator & PowerPoint
Designing this application was almost as much fun as using it.
The agency was looking for a high profile vehicle to promote our relatively new interactive capabilities and direction. This goal was aimed as much at impressing our partner agencies as creating awareness in the business community so it had to be strong.
We felt the strongest solution not only had to include an engaging interactive experience, but it had to have compelling reasons for users to share it in the hopes that it would go viral.
In the past we had seen interactive applications like the ones from Jib Jab go viral during the holiday season so we used those as an inspiration and starting point. We also wanted go go beyond that and have a little fun. The solution was to create a virtual Karaoke Bar where each user could customize their own experience starting with archetypal themes such as Country and Western or Tiki Bar etc.
We designed it so users could upload their own photos to be used as the Karaoke performer and then customize them using different combinations of hair, hats, mouths etc in order to get precisely the look they were looking for. The elements available for accessories and customization ranged from somewhat conservative to profoundly bizarre. At the end, users were presented with a full performance video of their avatar singing in the environment they had chosen and were given the opportunity to save and/or share anytime with whoever they chose. There was no limit to the number of times users could participate and customize performances.
The project was a massive success and really helped put the agency on the map as far as its new commitment to interactive was concerned. Strong initial participation and sharing by internal staff quickly spread outside and the site experienced fantastic traffic and enthusiast feedback from every corner.
Despite the fact that Draft FCB HackerGroup is a performance based agency where virtually all conceivable metrics are measured and tweaked, it's difficult to solidly quantify the ROI for this project. However, the fact remains that it was an extraordinary early success in putting us on the map for interactive.