Background
Trojan’s interactive agency needed a flexible, fast-acting technology partner to completely transform its customer’s website (trojancondoms.com) in support of an ambitious national advertising effort and multi-channel marketing campaign.
The “Evolve” campaign was designed to raise awareness of Trojan as a responsible brand leader and encourage safe sex on a grass roots level by creating a highly visible college entertainment and education tour.
Business Challenges
As the campaign had already begun, innovative thinking and fast action was required to create a visually appealing site with functionality that promoted all aspects of the program — including a campus comedy tour,national bus tour, and collection of pledge and petition names — in real time.
Video testimonials from participants needed to be uploaded to the new site and displayed in an engaging fashion, with accompanying customer information to be collected and turned into valuable marketing data for participating sponsors.
The Parse3 Multi-channel Solution
Parse3began by analyzing the objectives of all parties and agencies involved in the tour, then seamlessly integrating those needs into a behind-the-scenes plan to support marketing within a highly aggressive timeline.
Within weeks, Parse3 created the necessary applications and interfaces for a variety of functions:
- Collecting customer data via a variety of online and offline methods, including tablet PCs, kiosks, and the website.
- Creating a dynamic U.S. map that changed with the progress of the bus and concert tours, providing up-to-date information.
- Building a plug-in application to collect video testimonials.
- Integrating with social media like Facebook and MySpace for additional exposure