From Spectator to Subscriber: Driving Out-of-Market Sales

Always on the lookout for new sales drivers, DirecTV wanted to improve its annual NFL Sunday Ticket giveaway platform, Ultimate Displaced Fan (UDF). The satellite TV provider caters to existing and prospective out-of-market subscribers through its exclusive NFL Football Package, which provides a plethora of enhanced football content in a device-agnostic framework.  Genuine’s challenge was to boost sales for the NFL Football Package via the reinvented UDF platform.

How We Helped

The Ultimate Displaced Fan platform is a highly modular, PHP-based custom CMS that allows out-of-market NFL fans to sign up as contestants for the NFL Sunday Ticket contest. For the 2010 and 2011 iterations of UDF, we wanted to bring new life to the site’s look by making the platform more exciting for NFL fans. UDF’s administrative interface enables DirecTV and its PR affiliates to moderate and evaluate entries without leaving the site, while an array of voting features and Facebook integration tools on the front end enable contestants to rate entries based on quality and other criteria. From a systems perspective, we ensured that the UDF platform was built in such a way that DirecTV can reuse the CMS for campaigns from year to year by simply styling the front end.

Above and beyond UDF’s lead capture functionality, the platform is littered with analytics markers that enable Genuine’s Digital Media team to monitor performance and inform the strategy for future social media campaigns, such as DirecTV’s Quarterback Challenge and Snowballs of Flurry Facebook games.

The Power of Science-Driven Care in Digital Formats

Children’s Hospital Boston wanted to showcase its science-driven care in a way that was more welcoming to parents and prospective employees. But this simple trajectory for the redesign meant a serious undertaking for Genuine Interactive. Children’s Hospital is not just one of the world’s leading pediatric hospitals, it’s one of the world’s leading research institutions producing inventions, drugs, instruments, and research that extend outside of the world of pediatrics, and so Genuine needed to capture the full scope of the hospital’s efforts in digital form.

How We Helped

Rather than focusing on building an online brand around the institution itself, Genuine turned its focus on the people within the organization who make it special.  We created a home page that features world-changing Children’s Hospital Boston inventors as well as their inventions in an XML-powered Flash carousel.  Our goal was to think about the site more as the cover of Time rather than the front page of your average website.

We also created the TIDO Invention Database to help Children’s Hospital keep its inventors and researchers fresh in the minds of venture capitalists.  The database opens a continuous line of communication between Children’s TIDO office and potential partners. This custom-developed application is designed to let partners easily search for inventions and researchers through a number of criteria. The active filtering allows the partner to change criteria and change results in real time.

Building a Digital Community Through Rebranding

LYSOL® wanted a new user experience that would reach beyond its product line and soften its harsh, germ-destroying messaging. Genuine’s rebranding effort would also need to interface with LYSOL’s® other marketing agencies in order to ensure the cohesiveness of its campaign. In our rebranding effort, we created a community of health-conscious moms to make it easier for consumers to connect with the brand.

How We Helped

In the redesign, Genuine used softer whites and blues and a flowing ribbon element in the header to make the site appear more welcoming. We incorporated lots of visual feedback in the site’s search functionality, a geographical cold and flu tracker so consumers could stay ahead of the cold and flu season, and a wealth of health, cleaning, and disinfecting tips in the site’s Healthy Families section.

The intended persona for the website was new and expectant health-conscious moms, so we had LYSOL® partner with well-credentialed health professionals to provide a forum-based community where visitors could ask cold and flu-related questions and receive real answers. LYSOL® also started its “Mission for Health” initiative, a philanthropic front which promotes healthy habits in schools, provides child-rearing advice for new moms, and works with Save the Children to create safe havens for children in disaster situations.

Improved Sales Through iPhone App Development

Frank’s® RedHot® wanted to drive product sales during its key seasons and saw an opportunity to provide utility to its fans. Frank’s® also needed to build its consumer database to enhance its reach to more specific niches within its market while providing a fun, interactive way to interact with the brand via mobile devices.

How We Helped

Genuine decided to build an iPhone app that would allow users to tag wing restaurants and bars that use Frank’s® RedHot®.Fans could invite friends from the app for wings, browse reviews about the locations, and use various filters to search. We also focused on providing sharable hot sauce recipes (18 wing recipes and 32 classic recipes) for key tailgating and sports seasons through the app.

Zend Framework and Social Media Integrations
Help Frank’s® Own Tailgaiting

King of hot sauces Frank’s® RedHot® was due for a complete re-envisioning of its web presence, and the company’s reputation as a beloved national supplier preceded it. Genuine’s task was to transform the brand’s aging web property into a shiny new hub for its social media efforts, mobile content, and engagement with its loyal fans. We created a new site from the ground up on top of the Zend framework, with integrations from Twitter, Facebook, and a custom database containing a wealth of RedHot® recipes.

How We Helped

Genuine’s lively new look captured the feeling of the brand’s “I put that sh*t on everything campaign” in front-and-center Flash video, which featured as its mascot the spunky (albeit fictional) septuagenarian “Ethel Herbert.” At the center of the redesign, we created an extensive database of Frank’s® RedHot® recipes from the brand’s celebrated product line that visitors can share with friends and family.

To open a more focused conversation with RedHot® fans, we engineered Twitter contests onsite and delivered an editorial calendar of Facebook conversations to drive leads. We also created a tailgaiting section devoted to usage tips for seasonal sports, and then tied that focus into our mobile efforts through a powerful Wing Finder App that enables visitors to locate wing restaurants across the country.

Driving Ticket Sales Online Through Comprehensive Online Marketing

Boston Harbor Cruises had a lot of value to offer its customers, but zero visibility on the web and no way to drive ticket sales online. BHC’s colorful selection of sightseeing cruises needed powerful illustrations and a simple solution for customers to buy tickets. And above and beyond the scaffolding, the company needed a way to consistently drive traffic to the platform.

How We Helped

Genuine built a custom CMS based in .NET as a foundation for the agency’s comprehensive performance marketing campaign, which would ultimately cause BHC to rank in the top three for searches in its industry. We also put together a WordPress-powered mobile site to capture mobile leads, which accounted for 10% of all traffic. Our attractive design featured Flash-powered visuals of visitors on sightseeing cruises. We provided a wealth of information, such as schedule rates, concierge, and candid photo galleries of cruises.

At the same time, Genuine helped Boston Harbor Cruises establish a fan database so it could reap deep insights about its audience to further drive ticket sales.