Jansport, a division of VF Outdoor, contracted Toi to help transition the brand in to the younger social network obsessed generation. The marketing team asked us to design a series of microsites to connect an offline concert touring event campaign (including Bonnaroo) with their massive user base in to web 2.0/socially networked bliss.
THE PROCESS AND END RESULT
First we created an actual photo booth at Bonnaroo which allowed photos to be taken and then instantly posted on to the Jansport/Bonnaroo website via the Flickr API. Toi sent a team member to manage the entire process which included the offline photo taking with an online photo pickup component. Traffic tripled the expected amount, but due to the robust cloud setup, there was no glitches.
After the huge viral success of the Bonnaroo event microsite, we then created a full "Jansport Battle of the Bands" competition which thousands of musicians entered via the custom contest signup site. Jansport, via the slick voting and competition system we created, was able to vote, rate and sort the entrants down to 8 finalists. The finalists were given widgets to spread over the internet in order to acquire votes and raise awareness of the competition, again, with a robust cloud setup, the site was able to withstand a massive onslaught of traffic with no issues. The people chose a winner, Jansport already was…