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Four people…living in one brand-new Kia…for weeks on end. The last one out drives away with the car. Such an offbeat promotion called for a Web site to help fans follow the action.
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Road Runner, the site's host, asked Spiral Design Studio to create the site's interface. The challenge: to complete the design with almost no background material—and only a week's lead time! Additionally, the site needed to indirectly promote Road Runner and balance promotional space for the other event sponsors - a top 40 hip radio station and a car dealer.
The primary marketing goal was to define Road Runner as a brand, create excitement, stimulate trial sign-ups and expose the Road Runner service to its target groups. It was important to demonstate Road Runner's high-speed Internet access and new interactive technologies such as live video feeds and chat to be perceived by the target community as a cutting-edge high-speed Internet service provider (ISP). |
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Keeping with radio station sponsor's Top 40 personality, Spiral conceived a high-energy site with dynamic graphics and space for special features. Video feeds from inside the car, voting capabilities and live chats with the contestants, among others showcased Road Runner's high-bandwidth capabilities. An eye-catching animated link integrated Road Runner with the promotion and induced visitors to click through to the Road Runner sign-up form, where results were clearly tracked.
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Immediately following the client meeting, rough sketches of the interface, along with key site features were created. Color sketches were rendered and a working HTML model of the interface was quickly assembled.
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For Road Runner, the results exceeded expectations—generating a higher response than all other 1998 promotions combined!
- Durring the promotion, traffic to the Road Runner signup form spiked 715% above previous banner advertising results by global Internet advertising companies such as DoubleClick, Burst and 24-7
- In one month, the web site drew over 100,000 page views from unique users, with a total count of 1.2 million hits
- The project won the NY Capital Region American Marketing Association Mark of Excellence Award for outstanding marketing results
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