Your One-Stop iOS App for Everything Titleist

Titleist’s goal was simple: Deliver a powerful iOS app for iPhones and iPads rich with interactive features that provide brand fans an engaging experience. Keeping the primary aim of the app—utility—in mind, we set out to design an array of features that encompasses everything from social media to interactive product selection.

How We Helped

The Titleist mobile app is loaded with features including an interactive Titleist Golf Ball Selection guide, a “My Game” experience that allows users to track key stats of their own golf games, PGA Tour player pages with up-to-date statistics, an expansive video library, and a weather widget. Another key feature is the Swing Comparison Tool, which allows users to compare their swing to that of a Titleist Brand Ambassador through iOS’s AVFoundation. Pages about equipment allowed users to learn more about the family of Titleist products while a built-in Golf Shop and Fitter Locator powered by CoreLocation and MapKit provided handheld support for finding all of Titleist’s products and services.

Finally, the social component of the app enables users to create a personalized feed and stay connected with all Titleist social channels to get the latest news and updates.

Touch Screen Edutainment Enhances Learning

DIRECTV wanted a new way to train its 20,000 sales reps across the country. Historically, DIRECTV’s training sessions were just that—boring training sessions. Genuine knew that better-educated reps make for a better-educated consumer audience, especially since DIRECTV’s sales reps sell directly to consumers. Genuine had something entirely different in mind for spicing things up.

How We Helped

Traditional training is not entertaining. What DIRECTV needed was edutainment. Genuine’s mission was to create active participants out of bored, passive listeners: Our experience would get reps out of their seats with excitement and at the same time educate them about the best way to sell DIRECTV.

Live marketing specialist and Genuine partner IMG LIVE planned to conduct hundreds of these training sessions in person at DIRECTV training centers across the country.  Each training session needed to change based on the audience makeup, the time available for the session, and the needs of the center.  To that end, Genuine created an entertainment center for the emcee—a touch screen kiosk served up video vignettes of HBO and Showtime synopses and digital emcee counterparts who answered the real reps’ questions.

Combining Clean IA, Dynamic Search, and Pay-Per-Click

Because student-exchange nonprofit EF Foundation for Foreign Study established a solid reputation by pairing over 90,000 students with host families around the world, they wanted their new web presence to reflect the expansiveness of their efforts. Genuine set out to renew the site with a powerful pay-per-click campaign and educational videos that delve into the eclectic background of their multilingual staff.

How We Helped

Central to the redesign was our emphasis on organization and conciseness with respect to IA. We wanted to create an easy-to-use overview of students available in the system. To that end, we developed a dynamic search filter that allows users to search by student demographics and personal interests.

Each country page provides a wealth of regional data and a selection of subtitled videos presenting EF employees speaking in multiple languages. We also launched an extensive pay-per-click campaign to drive traffic to the new site.

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.

Flash-Based Interactivity Boosts Micro-Donations
in Drupal-Powered CMS

Plimoth Plantation had an array of objectives when it came to the redesign of their museum’s website, chief among them to motivate micro-donations from younger donors, provide an educational resource for students and teachers, and enable visitors to plan their visit to the museum. To that end, Genuine’s strategy was to build a new appeal and interactivity into the micro-donation process.

How We Helped

Genuine selected Drupal as the CMS of choice for Plimoth’s new website. We wanted to immerse visitors in full-screen, panoramic photos and videos that would reflect the immersive experience that the museum’s theater of the past offered.

The Flash-based interactive donations page focused on illustrating ways visitors could help, from helping students “time travel to the 1600s” to keeping the “Mayflower II sailing into history.” Overall, the website’s clean new look and our slimmed-down IA allowed for a breadth of content that made it easier for visitors to find the information they needed quickly and without losing depth. By carrying over the site’s design into the museum’s Magento-powered shopping cart, we made eCommerce a seamless experience for visitors.

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.

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.

Employee Recognition Captured in Immersive 3D

Tharpe Robbins’ unique position as the company for “managed recognition”—a business-to-business service that establishes programs for employee recognition—required a very unique creative approach, and Genuine was up to the challenge. We started with a single idea—that one act of appreciation can lead to a chain of positive results—and took off running.

How We Helped

TharpeRobbins didn’t want to be another boring B2B bloated with stock photos. Instead, they wanted a vibrant web presence with an uplifting image that matched the positive attitude with which they approached driving employee performance in their client’s businesses.

To that end, Genuine developed a Flash-powered 3D animation that opened with butterflies lifting their messaging into the skies. This butterfly effect became a powerful image behind the site’s messaging, which was reinforced by video of employee interviews and clean copy.

Goodbye Airfare, Hello Telepresence: Remote Video Presentations

Often, the end result of the convergence of the Web and video is edutainment, one of Genuine’s specialties. MassMutual enjoys a nationwide reach, but when it comes to flying over their prospects to experience a sales presentation in person, the reach can hurt with massive travel budgets. Enter Genuine and a 3D “Rotunda” project.

How We Helped

The Retirement Services team at MassMutual wanted to save money in travel expenses by creating a virtual visit microsite that contained an interactive, video-powered sales presentation. We headed on over to MassMutual’s headquarters, and filmed their staff in the company’s beautiful rotunda, which became the 360 centerpiece of the tool.

By clicking through the three-dimensional space, prospects can visit different halls in MassMutual and engage with virtual sales agents, who provide chaptered video presentations one-on-one with the user. The end result is a face-to-face experience with personalities from MassMutual from the privacy and security of your own office, without the bad airplane food or hassle of checked bags.

Client Advocacy Through Immersive, Flash-Based Video Experiences

Development titan Gilbane wanted to give a human face to its corporate infrastructure that went beyond a simple showcase of its development projects. Genuine’s challenge was to build a portfolio with a breadth of content without losing Gilbane’s focus on prospects, current customers, and potential employees.

How We Helped

Genuine’s Motion team set the tone for Gilbane’s new look by engineering a radically dynamic, full-page flipbook experience in Flash. Each panel of the opening animation features stories from Gilbane employees on important corporate values, from client advocacy and sustainability to safety.

We wanted Gilbane’s new website to not only enrich the brand’s image with a bold visual design, but provide a consistent, easy-to-navigate user experience that put the emphasis on content. Users can browse Gilbane’s extensive project portfolio, which illustrates each project in an attractive photography-driven case study format.

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.

YouTube & Drupal Combine to Generate Living Catalog of Music

The New England Conservatory wanted to generate buzz for the university’s brand by defying its image as a strictly conservative and traditional school of music. NEC’s target audience included current and prospective students, alumni, and NEC concert-goers who share an intimate relationship with the culture of the university.

How We Helped

To showcase student talent, Genuine created NEC# (“NEC Sharp”), a virtual orchestra that displayed a curated collection of YouTube clips featuring students playing their favorite musical instruments. The site was developed in open source CMS Drupal so that NEC administrators could easily manage user-generated content. Visitors are able to play the videos in the collection in any order, creating a unique experience for every visit.

Driving Leads with Flash-Based 3D Architecture

3DVIA needed a way to build leads to promote their 3D rendering software as a fast new tool for developers attending an upcoming gaming conference. Your everyday contact form wasn’t going to suffice for 3DVIA’s tech-savvy audience, so they called on Genuine to design an engaging microsite.

How We Helped

Genuine helped the brand signify “fast.” So fast—in fact—that the two actors build the site right before your eyes. The Find Your Fast microsite constructs itself around a green-screened video subject to reinforce the central concept of speed and performance specific to the brand’s product.

Genuine overcame a number of production challenges during the filming, but the end result showcases the lifelike 3D performance of 3DVIA’s product in a fluid, Flash-based environment. Due to the high level of interaction encouraged by the immersive environment, we captured over six times as many leads than anticipated.

How We Reduced Acquisition Costs by Turning
“Lead” Leads into “Gold” Traffic

MassMutual wanted to drive new applicants to a careers microsite, which it commissioned Genuine to build. But with the insurance giant’s nationwide reach, driving quality traffic was central to the campaign’s success, so Genuine decided to add a personal touch to the experience that would captivate many different audiences pursuing different careers in financial services.

How We Helped

Genuine’s Online Marketing team created an extensive, geographically targeted marketing campaign across all major search engines, which included paid search and banner ads.

In order to funnel quality leads into submitting their resumes through the careers site, we filmed real financial services professionals telling their story, and then integrated the video into an interactive carousel of agents on the microsite. The dimension of sincerity added to the campaign by these unscripted personal experiences in the field contribute hugely to the campaign’s success, which ultimately increased total quarterly resume submissions while reducing the cost per resume acquisition.