Various, 2002-2011
Project Scope:
Digital Strategy
Social Strategy
Concept Development
Digital Media
Branded Content
Game Design
Web Applications
Web Site Design & Dev
I’m one of the few people working in the industry that can remember participating in the first social network…. Email lists. Before we even had online communities, before the term profile page, we chatted and shared content in email lists. I actually got paid to create videos that would go “Viral” via email long before Youtube was even a concept. I have not only experienced the birth and rise of all the social tools and networks, I was constantly asked to help brands tap these platforms to engage their audiences.
SOCIAL
MARKETING
SPRITE
SPARK
PARKS
Sprite, 2011
We partnered with Sprite and LeBron James to revitalize community basketball courts nationwide.
Leveraging Sprite's 3M+ Facebook community, we launched a 3-month digital campaign empowering teens to nominate and champion local parks via a Facebook Canvas App with a Google Maps interface.
Refreshed Hoops
Sprite's $2M commitment transformed 150+ courts in 40 cities, boosting social media traffic and engagement and adding 200K fans to Sprite's social graph.
We partnered with Sprite and LeBron James to revitalize community basketball courts nationwide.
Leveraging Sprite's 3M+ Facebook community, we launched a 3-month digital campaign empowering teens to nominate and champion local parks via a Facebook Canvas App with a Google Maps interface.
Refreshed Hoops
Sprite's $2M commitment transformed 150+ courts in 40 cities, boosting social media traffic and engagement and adding 200K fans to Sprite's social graph.
COROLLA
KEEP
ROLLIN
GAME
Toyota, 2008
In 2008, as Facebook's influence surged, Toyota's multi-cultural agency, Burrell, partnered with us to launch a social campaign for the new Corolla.
Targeting ambitious 'strivers' driven to achieve success, we created a social game inspired by the classic game of Life. Players embarked on a journey from humble beginnings, striving for success and challenging their friends to surpass their achievements. This wasn't just a game; it was a digital embodiment of our audience's aspirations.
In 2008, as Facebook's influence surged, Toyota's multi-cultural agency, Burrell, partnered with us to launch a social campaign for the new Corolla.
Targeting ambitious 'strivers' driven to achieve success, we created a social game inspired by the classic game of Life. Players embarked on a journey from humble beginnings, striving for success and challenging their friends to surpass their achievements. This wasn't just a game; it was a digital embodiment of our audience's aspirations.
RELEARN
TO DRIVE
BMW, 2007
GSD&M's brilliant idea and video content for BMW provided the spark; we ignited the flame. While the initial concept wasn't ours, we forged a powerful collaboration, crafting an interactive experience that immersed users in the humor and heart of the campaign.
Nine hilarious videos placed viewers in the driver's seat, learning from hilariously flawed instructors. We amplified engagement with a "mad-lib" email feature, allowing users to share the laughs, and then offered a solution to their "damage" at the BMW Performance Driving School. A sister site, showcasing the thrill of the school through powerful footage, completed the experience.
The result? A 300% surge in enrollment at the BMW Performance Driving School, a testament to the campaign's captivating power. We didn't just build a website; we drove a dramatic increase in real-world action.
CHERRY COKE
MYSPACE DESIGN CONTEST
Coca-Cola, 2006
In the pre-Facebook era, when MySpace reigned supreme, Coke challenged us to reignite Cherry Coke with a youth-focused social networking strategy.
Leveraging Dr. Dre's new product design, we tapped into MySpace's vibrant culture of self-expression. Savvy users were pushing the boundaries of HTML to create custom page designs. We seized this insight, building an incredibly robust and user-friendly design application directly on a MySpace page. This empowered users to craft their own "Cherry'd" MySpace masterpieces using cherry-themed artwork.
For weeks, users voted on their favorite designs. The ultimate winner? Their design took over the MySpace homepage for a full 24 hours, exposing their creativity to over 30 million users. The project was audacious in its ambition, and our team delivered a truly significant web app, a monumental achievement considering the challenges of collaborating with MySpace at that time.
Setting the Bar
The results were nothing short of phenomenal. Launching at midnight, we saw over 40,000 page designs created before 6:00 AM. This campaign was hailed as the most successful youth program in Coke history, across any media. MySpace used it as a case study to sell partner promotions. And, most significantly, it became the first non-TV commercial advertising to be showcased at Coca-Cola's annual shareholders meeting. We didn't just launch a campaign; we made history.