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.

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.

Stem Cell Research Brought to Life through Engaging Stories

The Stem Cell Program at Children’s Hospital Boston had a mission unlike any institution in the world: Educate the public about the nature of stem cells while encouraging donations from visitors to fund research. Genuine sat down with Children’s stakeholders to design a content strategy that would corral the hospital’s library of data into web-ready chunks of content.

How We Helped

Genuine developed a content strategy to sieve out of a mountain of heavily technical articles a set of documents that would serve as an educational guide to laymen, concerning science of stem cells. Using WordPress as a CMS, we created a site that incorporates both emotional testimonials of stem cell patients in text and informative explanations of the nature of stem cell research by doctors in Flash-based video presentations. An XML-driven front page Flash carousel houses an engaging video introduction to the program.

In addition to the educational purpose of the website, the website was designed with strong “Give Today” calls-to-action to attract philanthropists to become benefactors of the project.

Twitter Trifecta: Social Media, Web, and Mobile Convergence

As part of their 2009 Valentine’s Day campaign, NECCO refreshed their Sweethearts candies with new flavors and colors, and wanted to showcase their updated product in an exciting new way. Genuine’s challenge was to create a fun iPhone app out of the convergence of social media, Web, and mobile. 

How We Helped

NECCO’s new iPhone app was one of the first on the iPhone market to directly integrate Twitter into its functionality. We enabled users to share a custom box of virtual sweethearts with their special someone, and then tweet the box to their friends.

The deceptively simple app had far-reaching effects and the campaign went viral. Twitter showcased NECCO Sweethearts in their App Store, celebrities like Ashley Judd and Vince Gill were tweeting their custom boxes, and the resulting usage metrics largely exceeded NECCO’s expectations.