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Traffic builder
Case Study: Traffic-building microsite
Situation
Walt Disney Studios Home Entertainment asked us to create an online experience to drive sales of a special edition of the complete five-season Alias television series.
Solution
Alias's committed fan base had spawned an online culture of blogs, fansites, and other social networking experiences.
We created a richly textured microsite filled with challenging games that tapped into the culture of the existing Alias community.
The games mix Alias-based trivia with simple arcade-style skill tests. Like the Alias series itself, the microsite is mysterious, dark, and challenging.
Players are offered screensavers, wallpapers and other rewards for playing the games.
To sustain interest and build drama, the site was released incrementally - with four separate launches over as many months. This staged launch strategy inspired intense interest, curiosity and debate within the Alias community about the site's future direction and its ultimate intent.
Result
Pre-release sales of the DVD set were stronger than anticipated.
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