CPG companies continue to experiment with the right way to market their brands online. Last week Wrigley's Orbit White gum launched Friends of Bright, a promotional microsite for a tooth-whitening gum.
Friends of Bright is an clever parody centered around an invitation to "join the cult of white". The site is beautifully executed, and I spent several minutes interacting with the brand. At the same time, I was disappointed in how little they have moved forward on a such an original premise. This is basically a paint-by-numbers approach to rich media: short video clips from a narrator on each screen, passing tie-ins to characters from traditional TV spots, downloadable ringtones, and of course the obligatory social networking piece.
Misha Cornes
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Strategists & Planners
Comments (3)
Well...How might you improve it?
Posted by Anonymous | April 13, 2006 9:13 PM
Posted on April 13, 2006 21:13
So glad you asked. There's too much green-screened video integrated into the Flash, and it's just not compelling. Each dialogue clip could be much shorter and pithier, and instead of snapping at the user in rest mode, the characters should cycle through a couple of funny alternate takes- these could be visual or include dialogue.
Talking about the greenscreen work, the choice of desert as backdrop makes the site seem very barren. The Orbit commericals offer the lady in the Safari hat in funny and unusual situations- they have a tongue-in-cheek, mod sensibility. Why not put the cult in some kind of groovy love pad with rooms to explore? And where are those commercials?
There should be more variety in the navigation- there are basically two destinations off the homepage. Again, a less barren landscape would help.
With respect to the social networking piece, it's a very tall order to get people involved in a community based on their mutual love of gum. I think the focus could have been on smiles- show us you best smile, or show us the *worst* smile you have captured on film.
For other viral effects, how about sending someone an anonymous note through the site about your their smile needs some work, humorously stated and based on their heavy coffee use etc., along with a coupon for a free pack of gum. It could be coded to trace sales back to the site and measure ROI.
Wait a minute, I am supposed to be charging for this.
Posted by Misha | April 14, 2006 10:17 AM
Posted on April 14, 2006 10:17
Useful site. Thank you!
Posted by ndowi@hotmail.com | March 22, 2008 5:59 PM
Posted on March 22, 2008 17:59