Publix
Publix, an existing client, needed a solution to display their weekly ad flyers within rich media units in order to launch their new campaign for Publix Liquors. This required the creatives to dynamically update based on the end user’s geographical location. I was tasked with determining the feasibility of using the client’s external data feed, new territory for our team, and ultimately with producing the expandable banner creatives for mobile and desktop.
My research and testing concluded that we could use external feeds but that the client’s feed was incompatible due to its formatting. I collaborated with one of our technology teams to develop a custom feed adapter that translated the client’s data to the required specifications. Rather than mimicking the dense print layout, I designed a much more intuitive experience that allowed users to browse deals and locate nearby stores.
After launching, the campaign ran for over four years with minimal updates. The technical frameworks established for this campaign allowed us to incorporate external feeds into numerous other future campaigns.
McDonald’s
Mobile interstitial rich media unit for McDonald’s, which was looking to explore a more fun and interactive creative approach for their app-based promotional offers campaign.
My solution was a gamified ad unit featuring a memory-matching mechanic. By prompting users to flip and match cards of specific sandwiches to reveal the promotional offer, I transformed a passive experience into an active brand interaction.
After running a test flight with the new creatives, the client chose to adopt them for all subsequent campaign flights.
(VIEW HERE)
The Pennsylvania Lottery
Expansion of the “Upgrade Your Day” campaign for The Pennsylvania Lottery’s PICK Games. The client approached us with a core concept in place, but needed guidance on how to best leverage the power of rich media.
In order to make them interactive and engaging, I incorporated a “wipe to reveal” feature into the creatives. Users were prompted to wipe away a good option to reveal a great option below. In this example, a standard hotel room is upgraded to a deluxe suite.
By finding a mechanic that perfectly aligned with the campaign's narrative, I was able to produce rich media ad units that were not only a natural extension of the existing creatives but that also created memorable experiences for users.
(VIEW HERE)