Whatever they're cooking up at Designkitchen, it usually works pretty well, and the agency's efforts on the Butterball website are no exception.
Rather than simply laying out the typical Frequently Asked Questions about turkey, Designkitchen used interactive calculators to address common user questions such as how long a turkey should cook, and how many people will a 12-pound bird feed? (The calculators even let you adjust for light eaters and those who want leftovers!) At the same time, a series of short, branded videos allow the users to dig a little deeper on the how-to front.
But it's Designkitchen's work on Club BK for Burger King that really shows off the agency's engagement chops. One part social network, one part gaming platform, and all parts immersive world, ClubBK.com is a rich interactive experience that's deep enough to keep kids coming back, but not quite so robust that you're going to get lost. At the same time, the site's content is also flexible enough to allow the brand to incorporate strategic partnerships, such as this "Thor" integration that allows users to unlock a special digital comic book via in-store and online Burger King promotions.
Designkitchen, which is part of the WPP group, cooks out of its offices in Chicago.