Brand Name: Comcast
Agency/Site Creator: Goodby, Silverstein & Partners, Barbarian Group
URL: www.comcastic.com
What is unusual and effective about this website?
This site is original at its very core. The use of the Macromedia Flash Server on the Puppet Theater to deliver the integrated animation and voice recording on a major brand site is a first. The site is also extremely simple to use, which is often the Achilles Heel of new technological experiences. That simplicity is central throughout the site, from the graphic design and the minimal content presentation to the streamlined user interface.
How does the website fit into and complement the overall brand strategy for the company?
Looking at the main corporate site, they're clearly pushing the power of broadband in that it brings a more immersive online experience. What I like about their solution to supporting that message is that it works on two fronts. One, while many people may have a general idea of what a richer online experience is, they might not be able to put their finger, er, mouse, on it. This gives them a direct place to go and see what the buzz is all about. Secondly, it's leading by example. If you want to be viewed as the top brand in your industry, that's a requirement, not an option.
How would you improve this website?
There isn't anything I think I'd change. I just might extend some of the community functionality. I like how you can communicate with others online, and of course, you can forward your creations. In particular with the Puppet Theater, it would be fun if you could export your creations, or perhaps even upload them directly to video sites like YouTube, iFilm, eBaum's, et cetera.
Brand Name: Oroweat Bread
Agency/Site Creator: Basement, Inc
URL: www.Oroweat.com
What is unusual and effective about this website?
The Oroweat site effectively ties bread products to the eating habits of a healthy, active person, which is not easy to do in a protein-focused diet culture. The website supports the strategy with a range of content addressing both rational and emotional drivers. The site's graphic appeal draws from sports and lifestyle themes, not traditional "hearty" food themes. New content was developed, from featured profiles of their sponsored Olympic athletes to sandwich recipes well-suited for a range of recreational outings. The various types of content lead back to Oroweat's whole grain products and their connection to healthy eating habits.
How does the website fit into and complement the overall brand strategy for the company?
This site places Oroweat at the center of an active, healthy lifestyle. That strategy is supported with content developed on the benefits of whole grains, stories around the Olympic athletes they sponsor, and content partnerships with brands like 24 Hour Fitness. That content partnership, forged during site development, has since expanded to other promotional campaigns.
A number of Oroweat's offline marketing programs drive traffic to the site for registration and participation. That provides a perfect opportunity to address visitors' perceptions of the bread category, and present Oroweat's whole grain story.
How would you improve this website?
The site works well as a focal point for promotional efforts, and it would be in those efforts that I see the most potential for additional activity. A range of additional content could be hosted on the site to leverage the traffic that already comes, and give those visitors a reason to extend the brand's exposure across their personal network.