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The Challenge:

Colantotte, a Japanese sports bracelet brand, and Marvel Comics doing a cross promotion of a new high-end magnetic wristband and the upcoming Marvel’s the Avengers movie needed a digital platform that relied heavily on social engagement. iiD working in coordinated effort with agency partner Euro RSCG was tasked with the challenge of bringing the Avenger characters to life while balancing the promotion of the Magtitan Neo Legend wristband. With multiple stakeholders the challenge was providing engaging content and apps that please the brands as well as lovers of the Avengers story.

The Insight:

Superhero and sports gadget fans have a few things in common — they both “love” to share their passion through social media and the use of apps that are more utility than promotion around a brand. On top of this, they’re sensitive to the over-commercialized uses of Facebook these days so more personal experiences that allow them to express their identities and bond with their buddies would increase the relevancy of brands.

What We Did:

Working closely with partner Euro RSCG who provided the vision of the brand, iiD developed an integrated strategy involving interwoven social and digital channels to work together effectively to

Have you ever wanted to fly like a superhero? This iiD integrated social marketing campaign brings the best of social app, campaign site and socialized on-site app to help people bond with the Avenger heroes and a new Colantotte sports wristband.

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2iiD Launches Avengers & Colantotte Social Campaign with Partner Euro RSCG

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drive awareness, engagement and viral. We then designed and built out all assets of the campaign, meeting each of the clients’ requirements.The integrated platform assets included:

Social-Enabled Colantotte.com Campaign Site www.colantotte.comThe website includes cross-branded design and key content around product, the heroes and the community. To enhance the experience of the new Colantotte Magtitan Neo Legend wristband, the site incorporates a 3D view interactive Flash module to see the product from all angles. Unlike the majority of movie and entertainment promotional sites, Colantotte.com is primarily an HTML/PHP experience with built in SEO plugins for maximum searchability. The greatest accomplishment of the campaign site is how it manages to effectively combine the Avengers look and feel with a high-end Colantotte product promotion.‘Colantotte Avengers Super Awards’ Facebook app

https://apps.facebook.com/colantotte-avengers

invites people to “Let us pick some of your friends we think share Avenger traits or you can pick them yourself.” The app reads users’ friends’ interests to assign the right award to the right heroic friend! Users then send their Facebook pals special awards and a personalized message to friends’ walls to allow recipients to create their award profile photos. Naturally, people begin noticing the awards showing up in people’s feeds and follow the link back to the Super Awards app, starting the process anew.

‘If I Were an Avenger’ Social App http://colantotte.com/community/if-i-were-an-avengerThis is a Flash-based web app built into the Colantotte.com campaign site to entertain vistors with the opportunity to pick an Avenger that they’d like to be, a super power they’d want and select a Colantotte product. From there the app connects to Facebook to pull the user’s identity and photo and shows it among all the other fans of that particular Avenger. Part of the fun is having the chance to see what other people chose as their hero-ability-product combination.The ‘Super Links List’ http://colantotte.com/community/super-social-link-list

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The Super Links List is a glorified RSS reader pulling in blog posts and videos for both the Avengers and Colantotte. The Links List also has tabs to show Avenger and Colantotte content or filter one or the other. The simple idea for this page is extending the site content in pointing them to other useful Colantotte or Avengers news online, something user-centric and not often done on traffic-hungry marketing sites.

Multi-language Site for Global Brand:

iiD built out the campaign site to support effective localization. We localized the site into 6 languages - English, Japanese, Chinese, Korean, Russian and Thai - to enable Colantotte to cater to

a truly global audience. As part of the localization deliverable, we provided an easy to use admin and CMS solution to quickly add new languages and regions to the site at reasonable cost and quick turnaround.

Important Takeaways:

In developing integrated social/digital platforms for brands, iiD believes it isn’t about the success of any one app or site implementation. It’s about taking users on a journey through a collection of brand engagements that inevitably are wrapped in a social context for sharing, awarding and playing. This is how digital communications can be more than a pedestal for brands but a fun, shareable value add worth spending time with.

Six language site globalization

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About iiDiiD (“ideas in digital”) is a new breed of full service digital agency that builds connections through multi-platform strategy, user focused design, social channels and emerging technology to enable what we call ‘friendship media’. Put simply, we create connections in digital that engage the right users with brands where and how they like them. We map out, design and develop digital products and services to delight consumers and achieve our clients’ business goals. iiD blends the four key elements of success in digital media: strategy, creative, social design and technology. We measure everything we do and regard our clients’ success as our own.

ideas in digital120 Green StreetSan Francisco, CA 94121415.738.0738info@ideasindigital.comhttp://www.ideasindigital.com