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.

WordPress  & Flash Set a Corporate Notion into Motion

InZone Brands wanted Genuine to create a visual representation of the company’s motto: “Meet us at the intersection of healthy and fun” for its three kid-friendly consumer product lines: BellyWashers, TummyTicklers, and TummyTickler Tots. With a splash of color and a set of powerful Flash animations, Genuine painted the picture for moms and kids alike.

How We Helped

InZone had a number of value propositions it needed to make clear to its consumers: that its products were designed to be exciting for kids, to make life easier for moms, and to provide a healthful alternative to high fructose corn syrup drinks with many artificial additives.

All of the brand’s websites were built on top of WordPress, making it easy for InZone to update content after the sites were launched. The opening Flash animation prominently featured InZone’s products in a fun animation that emphasized the products’ key features. To open a dialogue with the brand’s target audience—moms—we created video testimonials from real consumers, called attention to the products’ nutrition facts, and set up a photo gallery for moms to submit photos of their kids to the brand. In the “For Kids” section, InZone included coloring sheets and an archive of all its product toppers.

Drupal and Flash at the Crossroads of the Web/Video Convergence

In redesigning the MFA website, Genuine wanted to capture the sheer size of the museum and its extensive collections in the user experience. The MFA wanted their new website to reflect the very personal, awe-inspiring experience visitors of the museum share when interacting with its collections. We did this through powerful photography, engaging full-screen video, and a clean, navigable user interface that encouraged exploration.

How We Helped

The museum experience is an interactive experience, so user interaction was a big part of the redesign. On top of implementing a comprehensive search that enables visitors to access all the museum’s artwork online, we carefully categorized all the museum’s collections to make it easy for visitors to find artwork. We also empowered visitors to tag individual pieces, store collections in their My MFA Account, and share artwork with the social web.

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.

Superefficiency in Search: LINQ-Based Filtering via Cached Datasets

Sullivan Tire needed two key features to succeed on the Web: a powerful online pricing and lead generation tool, and a more robust method for searching for tires online. Genuine also saw an opportunity to strengthen the tire company’s web presence through enhanced online marketing.

How We Helped

Just as Sullivan Tire’s needs were twofold, Genuine’s approach was two-pronged: We provided an engaging and creative new interface for the end user while building powerful integrations in the back end. We featured an interactive, Flash-based, behind-the-wheel front page design and streamlined navigation to guide the user seamlessly from point of origin to intended destination.

Behind the scenes, we optimized Sullivan’s tire search functionality to improve speed and efficiency, while creating an online tool that provides a tire diagnosis in real time. Our back-end developers created a LINQ-based searching and filtering module that queried a cached dataset in .NET which we parsed nightly into an XML dataset. Our goal was to cater to users’ needs by minimizing distractions and maximizing usability through carefully designed site architecture.