INTERNET USER EXPERIENCE 2008
April 1- 3, 2008
Morris Lawrence Building, Ann Arbor, MI
A conference spotlighting methods for dramatically improving today's web site user experience
Presentations
Spelunking the Mancave: Creating Digital Brand Advertising Destination for Millenials
Tuesday, April 1st, 3:30 PM - 5:00 PM
Chris Moritz
Senior Vice-president, Experience Planning Director
Campbell-Ewald
Abstract
What are the elements of an effective microsite supporting a larger advertising initiative? Add in a largely Millenial target - jaded and anti-marketing!
Alltel Wireless set the stage for The Official Mancave microsite over months of traditional offline advertising, establishing a storyline and character group in Chad and the "wireless geeks." A natural extension was an interactive extension of the narrative.
Campbell-Ewald and Alltel created the microsite (and supporting social networking profiles) with an extensive storyboarding and planning effort, further enhanced with recognizable tropes, subtle and gross humor, and participating gaming and commentary elements.
In this talk, Chris Moritz, SVP, Experience Planning Director, will provide tips and tricks from the field - what to include in your plans, what to avoid, and how to work with offline advertising teams to create digital brand destinations that work.
About the Speaker
Chris leads a team of talented Experience Planners in the Digital group for one of the country's top full-service, integrated communications agencies, providing rich, relevant and influential digital advertising and interactive spaces for a variety of national brands, such as Chevrolet, Alltel Wireless, Michelin North America, the U.S. Navy, the United States Postal Service, and others.
Chris has 10 years of experience in digital marketing, with foundations in graphic design, web development, information architecture, and digital strategy.
Prior to Campbell-Ewald, Chris was the Senior Designer and Developer at Aptek Group, working with clients such as St. John Health, WISE Solutions, Optrex USA, Michigan Manufacturer's Association, and RS Electronics.