http://cargocollective.com Andrew Van Hook Tue, 11 Sep 2012 13:02:00 +0000 http://cargocollective.com en http://cargocollective.com/andrewvanhook/Chrysler-Uconnect http://cargocollective.com/andrewvanhook/following/andrewvanhook/Chrysler-Uconnect Tue, 11 Sep 2012 13:02:00 +0000 Andrew Van Hook 4062742 <img src="http://payload88.cargocollective.com/1/1/37862/4062742/ChryslerHP.jpg" width="670" height="519" width_o="670" height_o="519" src_o="http://payload88.cargocollective.com/1/1/37862/4062742/ChryslerHP_o.jpg" data-mid="21297610" border="0" align="left"/><img src="http://payload88.cargocollective.com/1/1/37862/4062742/cover.jpg" width="670" height="387" width_o="670" height_o="387" src_o="http://payload88.cargocollective.com/1/1/37862/4062742/cover_o.jpg" data-mid="21297554" border="0" align="left"/><img src="http://payload88.cargocollective.com/1/1/37862/4062742/logos.jpg" width="670" height="392" width_o="670" height_o="392" src_o="http://payload88.cargocollective.com/1/1/37862/4062742/logos_o.jpg" data-mid="21297574" border="0" align="left"/><img src="http://payload88.cargocollective.com/1/1/37862/4062742/storytelling.jpg" width="670" height="391" width_o="670" height_o="391" src_o="http://payload88.cargocollective.com/1/1/37862/4062742/storytelling_o.jpg" data-mid="21297578" border="0" align="left"/><img src="http://payload88.cargocollective.com/1/1/37862/4062742/colors.jpg" width="670" height="392" width_o="670" height_o="392" src_o="http://payload88.cargocollective.com/1/1/37862/4062742/colors_o.jpg" data-mid="21297585" border="0" align="left"/><img src="http://payload88.cargocollective.com/1/1/37862/4062742/wire.jpg" width="670" height="385" width_o="670" height_o="385" src_o="http://payload88.cargocollective.com/1/1/37862/4062742/wire_o.jpg" data-mid="21297599" border="0" align="left"/><img src="http://payload88.cargocollective.com/1/1/37862/4062742/flow.jpg" width="670" height="383" width_o="670" height_o="383" src_o="http://payload88.cargocollective.com/1/1/37862/4062742/flow_o.jpg" data-mid="21297603" border="0" align="left"/> HIGHLIGHTS + Established Uconnect brand guidelines. + Designed Uconnect marketing, services and support. + Designed Uconnect App Store for in-car and web experiences. + Designed Uconnect mobile apps. + Developed all content for Uconnect marketing, store, and apps. "Nowadays, every car buyer wants to be connected" Chrysler Uconnect The automotive industry has changed dramatically. In just a decade, features like GPS navigation, phone systems, entertainment systems, and web connectivity have become some of the most important considerations in purchasing a car. Chrysler needed to raise awareness of its Uconnect system and integrate Uconnect communications into all its nameplate (Chrysler, Jeep, Dodge, Ram, FIAT) advertising. Chrysler also needed to provide owners with information, service and support for dozens of Uconnect systems. We began by creating the Uconnect brand bible which established the brand vision, guidelines, and partners. We then designed and built the Uconnect website which had to communicate the Uconnect brand, explain the different Uconnect systems, help people choose a system for their new car, and integrate with all of Chrysler's nameplate websites. The next phase with Uconnect involved designing a whole new touchscreen interface and architecture for the Uconnect in-car experience. We built an app store from the ground up with dozens of in-car and mobile apps for the next generation Uconnect systems. We also created all content, UX and UI design to provide a seamless Uconnect experience across mobile, web and in-car screens. HIGHLIGHTS + Established Uconnect brand guidelines. + Designed Uconnect marketing, services and support. + Designed Uconnect App Store for in-car and web... http://cargocollective.com/andrewvanhook/NIKEiD-mobile http://cargocollective.com/andrewvanhook/following/andrewvanhook/NIKEiD-mobile Mon, 09 Jul 2012 13:11:28 +0000 Andrew Van Hook 3629576 <img src="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDsketchpad2.jpg" width="670" height="280" width_o="1404" height_o="587" src_o="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDsketchpad2_o.jpg" data-mid="18918332" border="0" align="left"/><img src="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDsketchpad2_1.jpg" width="583" height="614" width_o="583" height_o="614" src_o="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDsketchpad2_1_o.jpg" data-mid="19345275" border="0" align="left"/><img src="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDscrapbook2.jpg" width="583" height="614" width_o="583" height_o="614" src_o="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDscrapbook2_o.jpg" data-mid="19345150" border="0" align="left"/><img src="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDlikeorlose2.jpg" width="583" height="614" width_o="583" height_o="614" src_o="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDlikeorlose2_o.jpg" data-mid="19345217" border="0" align="left"/><img src="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDflipcard2.jpg" width="583" height="614" width_o="583" height_o="614" src_o="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDflipcard2_o.jpg" data-mid="19345121" border="0" align="left"/><img src="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDlocker2.jpg" width="583" height="614" width_o="583" height_o="614" src_o="http://payload66.cargocollective.com/1/1/37862/3629576/NikeIDlocker2_o.jpg" data-mid="19345136" border="0" align="left"/> NIKEiD After creating the NIKEiD website, we were asked to imagine the NIKEiD mobile app. Just as the website was a different experience from the NIKEiD in-store experience, we recommended that the mobile app complement the in-store and the website experience, rather than attempt to recreate them. Our goal was to build community, foster creativity, and provide unique location based experiences. We also wanted to exploit the unique functionality of the iPhone. Sketchpad Paint programs are popular on the iPhone, so we explored different ways to work paint into the NIKEiD experience. First we created paint tubes that you could squeeze out on the touchscreen and mix together with your fingers. We explored different ways you could splatter paint by spinning your iPhone or flicking it with your wrist. We also explored the possibility of stencils and layering stencils to create interesting patterns and collages. The stencils provided opportunities for NIKEiD exclusives, like a Chicago Cubs or a Shepard Fairey stencil that you could only unlock at his gallery. Scrapbook We started with the idea of matching a photo to a shoe color, but soon realized a single image is too limiting. Then we explored the idea of a photo collage, which provided a richer experience with more opportunities for self-expression. With Scapbook you can mix and match colors by color or texture, crop particular photo details, and really zero in on a look that's all your own. These different creative options provide a more fun and engaging NIKEiD experience. Like It or Lose It We wanted to make the NIKEiD app as social as possible by encouraging sharing and comments. We started with the popular NIKEiD "Battles" and tried to adapt it to the iPhone platform. Due to technical issues, Battles morphed into Like It or Lose It. LILI turned voting for your favorite shoes into a game. You pit your taste against the rest of the NIKEiD community to see how your top picks stack up. LILI also uses your picks to learn your tastes and refine the next round of shoes it presents. As you play, you get closer to your perfect match. When you find it, you can click to buy it. Flip Cards To make color picking more interesting, we came up with Flip Cards to give you more inspiration. You can spin the flip cards with your finger, lock down a panel, and keep flipping the others. Flip cards can show off team uniforms, cars, dogs - whatever connects with you personally and gets your imagination going. NIKEiD After creating the NIKEiD website, we were asked to imagine the NIKEiD mobile app. Just as the website was a different experience from the NIKEiD in-store... http://cargocollective.com/andrewvanhook/Other-Clients http://cargocollective.com/andrewvanhook/following/andrewvanhook/Other-Clients Mon, 25 Jun 2012 15:03:41 +0000 Andrew Van Hook 991834 <img src="http://payload.cargocollective.com/1/1/37862/991834/Disney_05.jpg" width="670" height="438" width_o="670" height_o="438" src_o="http://payload.cargocollective.com/1/1/37862/991834/Disney_05_o.jpg" data-mid="18918819" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/991834/vail-mobile.jpg" width="640" height="480" width_o="640" height_o="480" src_o="http://payload.cargocollective.com/1/1/37862/991834/vail-mobile_o.jpg" data-mid="18918882" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/991834/Mobile_01.jpg" width="670" height="349" width_o="920" height_o="480" src_o="http://payload.cargocollective.com/1/1/37862/991834/Mobile_01_o.jpg" data-mid="21307848" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/991834/DiscoDivaSpreadBIG.jpg" width="670" height="433" width_o="862" height_o="558" src_o="http://payload.cargocollective.com/1/1/37862/991834/DiscoDivaSpreadBIG_o.jpg" data-mid="4820568" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/991834/pangeaSeats.jpg" width="670" height="408" width_o="670" height_o="408" src_o="http://payload.cargocollective.com/1/1/37862/991834/pangeaSeats_o.jpg" data-mid="19683778" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/991834/TAKcoasterSM.jpg" width="670" height="472" width_o="670" height_o="472" src_o="http://payload.cargocollective.com/1/1/37862/991834/TAKcoasterSM_o.jpg" data-mid="23534069" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/991834/MercedesBillboardBIG.jpg" width="670" height="312" width_o="670" height_o="312" src_o="http://payload.cargocollective.com/1/1/37862/991834/MercedesBillboardBIG_o.jpg" data-mid="4820573" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/991834/VanGoghChocolate.jpg" width="421" height="558" width_o="421" height_o="558" src_o="http://payload.cargocollective.com/1/1/37862/991834/VanGoghChocolate_o.jpg" data-mid="19683787" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/991834/AliWindowJPEGBEST.jpg" width="614" height="795" width_o="614" height_o="795" src_o="http://payload.cargocollective.com/1/1/37862/991834/AliWindowJPEGBEST_o.jpg" data-mid="4820564" border="0" align="left"/> Other Clients I have worked on some interesting projects over the past few years. They have involved mobile apps, RFID technology, and touch screen development for phones, tablets, cars, and kiosks. As well as good old fashioned billboards, bus shelters and glossy print. Other Clients I have worked on some interesting projects over the past few years. They have involved mobile apps, RFID technology, and touch screen development... http://cargocollective.com/andrewvanhook/Visit-California http://cargocollective.com/andrewvanhook/following/andrewvanhook/Visit-California Thu, 21 Jun 2012 15:46:58 +0000 Andrew Van Hook 953924 <img src="http://payload.cargocollective.com/1/1/37862/953924/CaliLifeLP2b.jpg" width="670" height="578" width_o="670" height_o="578" src_o="http://payload.cargocollective.com/1/1/37862/953924/CaliLifeLP2b_o.jpg" data-mid="18813503" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953924/CAJimArticle.jpg" width="670" height="1227" width_o="670" height_o="1227" src_o="http://payload.cargocollective.com/1/1/37862/953924/CAJimArticle_o.jpg" data-mid="18918000" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953924/CaliFives02.jpg" width="670" height="670" width_o="670" height_o="670" src_o="http://payload.cargocollective.com/1/1/37862/953924/CaliFives02_o.jpg" data-mid="18815100" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953924/BethCaliFives-Yos.jpg" width="670" height="561" width_o="670" height_o="561" src_o="http://payload.cargocollective.com/1/1/37862/953924/BethCaliFives-Yos_o.jpg" data-mid="4581640" border="0" align="left"/> Check out Visit California HIGHLIGHTS + Repositioned California as a lifestyle destination. + Redesigned website to emphasize lifestyle and editorial content. + Created California Fives to cultivate fresh local UGC content. + Integrated twitter to highlight California content from around the web. "Elevating the conversation" Visit California California Travel was suffering from an identity crisis. The State travel board had not clearly understood its role and this was causing it to waste money, confuse consumers, and miss out on a huge opportunity. When buying media, Visit California was competing with its own travel bureaus (Los Angeles, San Diego, San Francisco, Mendocino, Santa Barbara, etc) and unintentionally driving up the price of media for all of them. We worked with the different travel bureaus to reduce costs and increase effectiveness through a coordinated media strategy. Visit California's advertising was emphasizing beaches, and mountains, instead of its own unique lifestyle. This forced it to compete on price with Florida, Texas and Colorado. We developed a more aspirational brand platform that emphasized the natural beauty, lifestyle and iconic character of California. Visit California's website was driving visitors from the homepage to low level activities without offering enough overview of the State and its unique lifestyle. We redesigned the website, creating high quality articles, beautiful big images, and pulling in more real-time social media conversations. We also created the California Fives. This is a recommendation engine that enables California partners, celebrities, bloggers, and locals, to share their top California Fives on everything from Food to Entertainment to Culture, Family Fun, Siteseeing, and Outdoor Activities. Check out Visit California HIGHLIGHTS + Repositioned California as a lifestyle destination. + Redesigned website to emphasize lifestyle and editorial content. +... http://cargocollective.com/andrewvanhook/American-Express http://cargocollective.com/andrewvanhook/following/andrewvanhook/American-Express Tue, 19 Jun 2012 16:09:11 +0000 Andrew Van Hook 953877 <img src="http://payload.cargocollective.com/1/1/37862/953877/AmexMembersiPad.jpg" width="670" height="544" width_o="670" height_o="544" src_o="http://payload.cargocollective.com/1/1/37862/953877/AmexMembersiPad_o.jpg" data-mid="18826484" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953877/AmexMembersChildproof.jpg" width="670" height="563" width_o="670" height_o="563" src_o="http://payload.cargocollective.com/1/1/37862/953877/AmexMembersChildproof_o.jpg" data-mid="18826597" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953877/in_nyc_screen_1.jpg" width="670" height="447" width_o="760" height_o="508" src_o="http://payload.cargocollective.com/1/1/37862/953877/in_nyc_screen_1_o.jpg" data-mid="18740153" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953877/innyc.jpg" width="670" height="443" width_o="760" height_o="503" src_o="http://payload.cargocollective.com/1/1/37862/953877/innyc_o.jpg" data-mid="18740175" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953877/amexbluesky1.jpg" width="670" height="414" width_o="924" height_o="571" src_o="http://payload.cargocollective.com/1/1/37862/953877/amexbluesky1_o.jpg" data-mid="18740110" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953877/amexbluesky2.jpg" width="670" height="411" width_o="931" height_o="572" src_o="http://payload.cargocollective.com/1/1/37862/953877/amexbluesky2_o.jpg" data-mid="18740127" border="0" align="left"/> HIGHTLIGHTS + Integrated all the AMEX rewards communications under one campaign, with one voice and design. + Launched IN:NYC, IN:LA and IN:CHI Card and INSIDE rewards program in 3 cities attracting huge amounts of publicity and buzz for AMEX. + Developed exclusive partnerships for the IN:NYC Card with organizations and companies such as GENArt Black Book, and Sky Vodka. + Launched BLUESky Card to travellers attracting a great deal of attention, interest and new customers. "Launching new products, and re-imaging the classics" American Express American Express was grappling with a big issue. Its business was profitable, but it wasn't attracting younger consumers. Visa and Mastercard were starting to attack Amex's high spending rewards market, and they were funneling their young customers into their rewards programs, in an attempt to keep them for life. Amex and its brand agencies addressed this problem with a bold strategy. We re-positioned American Express Centurion, Gold and Platinum Cards around exclusive membership rewards and premium service and rolled it out in a large integrated campaign under the banner of 'A world of service'. All communications focused on the benefits of membership in a fresh and modern way that positioned American Express as a smart choice no matter what your stage in life. At the same time, we created a new brand of cards to attract the 'in crowd' of young urban professionals - the IN:NYC, IN:LA, and IN:CHI Cards. These cards offered exclusive INSIDE rewards from the best restaurants, bars, clubs and cultural institutions in those cities. We launched the cards in each city with big events and celebrities to attract press coverage and give the product some cache. We followed up with a series of events and partnerships to showcase the exclusive INSIDE rewards program. We also developed new cards for the Amex BLUE brand. The BLUESky Card was a travel rewards card that was aimed at the online price comparison shopper. A card holder could use their BLUESky points toward any travel purchase - even after they found the best price online. The campaign emphasized the flexibility and spontaneity of BLUESky with a humorous and light style. HIGHTLIGHTS + Integrated all the AMEX rewards communications under one campaign, with one voice and design. + Launched IN:NYC, IN:LA and IN:CHI Card and INSIDE... http://cargocollective.com/andrewvanhook/Call-of-Duty http://cargocollective.com/andrewvanhook/following/andrewvanhook/Call-of-Duty Sat, 16 Jun 2012 16:44:51 +0000 Andrew Van Hook 3597711 <img src="http://payload64.cargocollective.com/1/1/37862/3597711/CODlaptop.jpg" width="670" height="410" width_o="670" height_o="410" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/CODlaptop_o.jpg" data-mid="18623870" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/CODnoobCargo.jpg" width="670" height="410" width_o="670" height_o="410" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/CODnoobCargo_o.jpg" data-mid="18637309" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/CODnoobCargo2.jpg" width="670" height="410" width_o="670" height_o="410" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/CODnoobCargo2_o.jpg" data-mid="18637502" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/CODecosystem.jpg" width="670" height="515" width_o="670" height_o="515" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/CODecosystem_o.jpg" data-mid="18636690" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/01-Call-of-Duty.jpg" width="670" height="1022" width_o="670" height_o="1022" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/01-Call-of-Duty_o.jpg" data-mid="18624109" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/CODmw3.jpg" width="670" height="598" width_o="670" height_o="598" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/CODmw3_o.jpg" data-mid="18642557" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/CODmw3hpchatter.jpg" width="670" height="406" width_o="670" height_o="406" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/CODmw3hpchatter_o.jpg" data-mid="18636729" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/CODmw3Trailer.jpg" width="670" height="847" width_o="670" height_o="847" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/CODmw3Trailer_o.jpg" data-mid="18642569" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/CODmw3Launch.jpg" width="670" height="510" width_o="670" height_o="510" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/CODmw3Launch_o.jpg" data-mid="18642573" border="0" align="left"/><img src="http://payload64.cargocollective.com/1/1/37862/3597711/02-CODXP.jpg" width="670" height="447" width_o="670" height_o="447" src_o="http://payload64.cargocollective.com/1/1/37862/3597711/02-CODXP_o.jpg" data-mid="19343194" border="0" align="left"/> Visit Call of Duty: MW3 "Over $1 Billion sold in the first month" Call of Duty Call of Duty is one of the biggest entertainment franchises going, and its latest game – Call of Duty: Black Ops - had just pulled in $1 Billion faster than Avatar. So why mess with that kind of success? Because it was extremely expensive to get there with "old school" marketing tactics. Call of Duty was working with a fragmented digital ecosystem. They had no franchise-level communication architecture or social strategy. And there was no single destination for fans to come to year after year. Instead, Call of Duty had to “reinvent the wheel” with the release of each new game title. It was expensive and labor intensive to rev-up the marketing machine to re-acquire fans for a new website, FB page, Youtube channel, etc. only to start over from scratch the next year. COD's most powerful asset, the conversation around it's games, was happening everywhere on the web except on its own platforms. Activision wanted to gain ownership of this conversation and leverage their success with individual COD games into something bigger - and more sustainable. There's a soldier in all of us Our franchise strategy for Call of Duty aggregated all the conversations in the COD universe. This upped the level of activity and excitement, and leveraged the active community of fans to talk up their favorite games - and attract new converts. This authentic 'fan marketing' was highly effective - since gamers trust other gamers more than advertisers. Different channels (Twitter, Youtube, Events, PR) had different roles and they all worked together through a coordinated editorial calendar. The channels were the seeds for the conversations that spread across the web. As fans discussed and debated the latest game footage, or shared photos from the CODXP event, they showcased their fervor and excitement to newer players who joined in the conversation, or spread it to their circles. Every gamer could connect with their inner soldier in their own way - and build a more personal connection with Call of Duty. MW3 website We put the fans front and center on the MW3 website by featuring their real-time unfiltered comments on the homepage, as well as every video trailer page, and news page. We even "took over" the homepage during the global launch on 11.08.11 with photos and comments from MW3 fans at events around the world. Call of Duty Elite We launched a premium subscription service for all COD gamers during the buildup to the MW3 launch. Elite was an important part of the franchise strategy - tying together all of Call of Duty games and connecting players around the world. With over $5 Million in signups in the first week, it set a record for subscriptions and set up Activision for more direct-to-consumer sales in the future. Call of Duty XP In September, we promoted the first ever COD XP - a Call of Duty weekend long experience. The release of MW3 multiplayer coincided with a $1 Million tournament and a giant hanger filled with zip lines, a live training "pit" and 5 on 5 shootouts. There was even a Jeep COD experience and a performance by Kanye West. The whole event was simulcast by XBox and updated on our COD XP microsite, allowing millions of fans to participate from around the world. Visit Call of Duty: MW3 "Over $1 Billion sold in the first month" Call of Duty Call of Duty is one of the biggest entertainment franchises going, and its latest... http://cargocollective.com/andrewvanhook/The-Urban-Pioneer-Project http://cargocollective.com/andrewvanhook/following/andrewvanhook/The-Urban-Pioneer-Project Mon, 24 Jan 2011 15:21:41 +0000 Andrew Van Hook 974143 <img src="http://payload.cargocollective.com/1/1/37862/974143/UPPsticker.jpg" width="670" height="893" width_o="670" height_o="893" src_o="http://payload.cargocollective.com/1/1/37862/974143/UPPsticker_o.jpg" data-mid="18826866" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/974143/UPPwebsiteiPad.jpg" width="670" height="544" width_o="670" height_o="544" src_o="http://payload.cargocollective.com/1/1/37862/974143/UPPwebsiteiPad_o.jpg" data-mid="18827149" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/974143/uppPress.jpg" width="670" height="438" width_o="670" height_o="438" src_o="http://payload.cargocollective.com/1/1/37862/974143/uppPress_o.jpg" data-mid="4677201" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/974143/UPPlivingrooms.jpg" width="670" height="574" width_o="670" height_o="574" src_o="http://payload.cargocollective.com/1/1/37862/974143/UPPlivingrooms_o.jpg" data-mid="18826878" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/974143/uppfilm.jpg" width="670" height="463" width_o="670" height_o="463" src_o="http://payload.cargocollective.com/1/1/37862/974143/uppfilm_o.jpg" data-mid="4677194" border="0" align="left"/> "A good idea can spread all by itself" The Urban Pioneer Project The Urban Pioneer Project was created to record the lives, the aspirations and the ideas of Urban Pioneers all over the world. More community focused than Facebook, UPP curated collaborative projects like show + tell, that encouraged global comraderie and a collective-style presentation. UPP also experimented with live events in New York and Madrid to connect Urban Pioneers from different art, music and fashion tribes and showcase new ideas and new art. The goal of UPP was to promote Urban Pioneers around the world and attract sponsors for Urban Pioneer events, such as gallery shows, local music shows, book launches, fashion lines, craft fairs and more. + Created a private social network for creative urban dwellers that went global in a few months. + Received a lot of attention from trend spotters, and the art and fashion press. + Attracted thousands of applications every month. + Promoted a series of UPP events with Miller Genuine Draft. + The website was a finalist for SXSW Outstanding Community website, losing out to Digg. + We created a short film that won a Young Guns award from the Art Directors Club "A good idea can spread all by itself" The Urban Pioneer Project The Urban Pioneer Project was created to record the lives, the aspirations and the ideas of Urban... http://cargocollective.com/andrewvanhook/California-the-Game http://cargocollective.com/andrewvanhook/following/andrewvanhook/California-the-Game Tue, 18 Jan 2011 18:07:32 +0000 Andrew Van Hook 939295 <img src="http://payload.cargocollective.com/1/1/37862/939295/Cali03.jpg" width="670" height="506" width_o="670" height_o="506" src_o="http://payload.cargocollective.com/1/1/37862/939295/Cali03_o.jpg" data-mid="18642971" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Results01.jpg" width="670" height="503" width_o="670" height_o="503" src_o="http://payload.cargocollective.com/1/1/37862/939295/Results01_o.jpg" data-mid="4507853" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Results02.jpg" width="670" height="503" width_o="670" height_o="503" src_o="http://payload.cargocollective.com/1/1/37862/939295/Results02_o.jpg" data-mid="4507854" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Cali01.jpg" width="670" height="578" width_o="670" height_o="578" src_o="http://payload.cargocollective.com/1/1/37862/939295/Cali01_o.jpg" data-mid="4507983" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Cali07.jpg" width="670" height="578" width_o="670" height_o="578" src_o="http://payload.cargocollective.com/1/1/37862/939295/Cali07_o.jpg" data-mid="4507998" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Cali02.jpg" width="670" height="441" width_o="670" height_o="441" src_o="http://payload.cargocollective.com/1/1/37862/939295/Cali02_o.jpg" data-mid="4507996" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/CaliBoard.jpg" width="670" height="600" width_o="670" height_o="600" src_o="http://payload.cargocollective.com/1/1/37862/939295/CaliBoard_o.jpg" data-mid="4581501" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Postcard02670.jpg" width="670" height="461" width_o="670" height_o="461" src_o="http://payload.cargocollective.com/1/1/37862/939295/Postcard02670_o.jpg" data-mid="18589247" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Postcard670.jpg" width="670" height="461" width_o="670" height_o="461" src_o="http://payload.cargocollective.com/1/1/37862/939295/Postcard670_o.jpg" data-mid="18589249" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Cali11.jpg" width="670" height="183" width_o="670" height_o="183" src_o="http://payload.cargocollective.com/1/1/37862/939295/Cali11_o.jpg" data-mid="18589218" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/939295/Cali12.jpg" width="670" height="183" width_o="670" height_o="183" src_o="http://payload.cargocollective.com/1/1/37862/939295/Cali12_o.jpg" data-mid="18589221" border="0" align="left"/> Play California the Game HIGHLIGHTS + Brand engagement averaged 9 minutes(!). + Players had an incentive to watch – and study – the latest California TV spot. + Educated players about California with fun facts and challenges. + Built a database of travelers for future CRM efforts. + Encouraged online buzz and peer-to-peer sharing. + Established a platform franchise that can accomodate a new suite of travel partnerships, new versions of the game each year, and alternate versions for specific markets like the UK, Australia, Korea, Japan, and Germany. "This one went multi-gold in the award category" California the Game California the Game was a win-win-win platform for California tourism. It engaged and educated travelers; it promoted the different regions and partners (Disneyland, Universal Studios, Mammoth, San Francisco, San Diego, etc) in California; and it attracted a valuable partnership with Southwest Airlines. It took a lot of meetings and a supreme effort to sell California Travel on the concept of an immersive game experience. But once we did, they were sold. California the Game grew, and grew, and grew. We brought Southwest Airlines onboard, and the budget and scope increased threefold. By the end, the project involved 2 clients, 5 agencies, and a large team that included UX, design, flash devs, 3-D artists, sound FX, copywriters, PR, and social media strategists. Producing the game cost well over $1 million, and expectations were high. Fortunately, the results blew away any previous promotions in terms of visitor engagement, press coverage, social network integration, and registrations. Southwest Airlines was very impressed, and they signed on to be the lead partner with California for future US promotions. AWARDS How Awards 2011 Winner Interactive Creativity Awards 2011 - Gold Web Gaming Creativity Awards 2011 - Gold Travel Omma Awards 2011 Winner Online Advertising Omma Awards 2011 Winner Online Advergaming W3 Awards 2011 Gold - Website W3 Awards 2011 Silver Tourism Web Awards 2011 - Best of Industry Gaming Play California the Game Play California the Game HIGHLIGHTS + Brand engagement averaged 9 minutes(!). + Players had an incentive to watch – and study – the latest California TV spot.... http://cargocollective.com/andrewvanhook/Dolby http://cargocollective.com/andrewvanhook/following/andrewvanhook/Dolby Tue, 18 Jan 2011 18:07:29 +0000 Andrew Van Hook 953115 <img src="http://payload.cargocollective.com/1/1/37862/953115/dolby_lap.jpg" width="670" height="407" width_o="670" height_o="407" src_o="http://payload.cargocollective.com/1/1/37862/953115/dolby_lap_o.jpg" data-mid="4577662" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/howamazinghappens.jpg" width="670" height="441" width_o="670" height_o="441" src_o="http://payload.cargocollective.com/1/1/37862/953115/howamazinghappens_o.jpg" data-mid="4577701" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/copcar.jpg" width="670" height="439" width_o="670" height_o="439" src_o="http://payload.cargocollective.com/1/1/37862/953115/copcar_o.jpg" data-mid="4577730" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/broadband.jpg" width="670" height="436" width_o="670" height_o="436" src_o="http://payload.cargocollective.com/1/1/37862/953115/broadband_o.jpg" data-mid="4577726" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/musicpinball.jpg" width="670" height="439" width_o="670" height_o="439" src_o="http://payload.cargocollective.com/1/1/37862/953115/musicpinball_o.jpg" data-mid="4577736" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/amazingherethere.jpg" width="670" height="441" width_o="670" height_o="441" src_o="http://payload.cargocollective.com/1/1/37862/953115/amazingherethere_o.jpg" data-mid="4577742" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/onthecouch.jpg" width="670" height="431" width_o="670" height_o="431" src_o="http://payload.cargocollective.com/1/1/37862/953115/onthecouch_o.jpg" data-mid="4577793" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/dolby01.jpg" width="670" height="335" width_o="670" height_o="335" src_o="http://payload.cargocollective.com/1/1/37862/953115/dolby01_o.jpg" data-mid="18589085" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/subway.jpg" width="670" height="427" width_o="670" height_o="427" src_o="http://payload.cargocollective.com/1/1/37862/953115/subway_o.jpg" data-mid="4577783" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/livingroom.jpg" width="670" height="438" width_o="670" height_o="438" src_o="http://payload.cargocollective.com/1/1/37862/953115/livingroom_o.jpg" data-mid="4577796" border="0" align="left"/><img src="http://payload.cargocollective.com/1/1/37862/953115/dolby03.jpg" width="670" height="331" width_o="670" height_o="331" src_o="http://payload.cargocollective.com/1/1/37862/953115/dolby03_o.jpg" data-mid="18589087" border="0" align="left"/> HIGHLIGHTS + Established Dolby's "every bit amazing" strategy and brought it to life. + Educated consumers about how Dolby creates amazing experiences in movie theaters, home theaters, computers and mobile devices. + Re-designed Dolby.com global website consumer experience, as well as business, and corporate. + Established a platform for Dolby marketing, social campaigns and PR outreach. "A new vision helped to get the brand mojo back" Dolby The Dolby brand had lost its cool and its relevancy. Young consumers purchasing MP3 players, TVs, home stereos and mobile phones were not familiar with the Dolby brand – and didn’t know what it did inside their products. Since Dolby makes money from licensing its audio and video software to electronics manufacturers and content creators (TV and movie industries), it had to ensure that it was still in high demand with consumers in order to justify its licensing fees. To re-vitalize Dolby, we established the “Every Bit Amazing” brand strategy and brought it to life. We started with a series of multimedia and interactive experiences that tell the story of Dolby, and how it makes your entertainment “every bit amazing”. We combined Dolby’s deep knowledge and expertise with a more approachable and contemporary style to appeal to a new generation. The story was extended to private press events and trade shows like CES. It was incorporated into influencer outreach (events, advertising) and social media programs) and targeted advertising. We redesigned all the global Dolby websites (consumer, professional, corporate) and digital ecosystems (Facebook, Twitter, YouTube) to support the "every bit amazing" look and feel. The website redesign involved a new global website structure, navigation and hierarchy, search optimization, and hundreds of new page designs. HIGHLIGHTS + Established Dolby's "every bit amazing" strategy and brought it to life. + Educated consumers about how Dolby creates amazing experiences in movie...