GUM Soft-Picks Campaign Leaves a Smile on Sunstar’s Face.

March 29th, 2010

“How would you create a viral campaign around a dental product?”  That was the essential question presented to BOSSdev by Sunstar, for their GUM brand Soft-Picks.

BOSSdev responded by pitching “The Right Tool for The Right Job” campaign, which includes a micro site, a branded Flash game, a Facebook app, a Soft-Picks customized Facebook page, a YouTube channel, and a webisode series.  The common thread throughout the whole campaign is the situational and slightly exaggerated type of humor that causes a campaign to go viral.

“We really wanted to make the product come to life in the online world and get the brand’s key messages across using humor as a magnetic force,” said Paula Anderanin, interactive solutions architect, BOSSdev.

BOSSdev’s creative and technical talent leveraged experience with augmented reality, injecting humor and cutting edge technology throughout the campaign.  The team was able to integrate these elements while maintaining brand authenticity for the client.  Katie Mulloy, marketing manager, Sunstar Americas, Inc. explains: “We are delighted with the creative approach BOSSdev has taken for this campaign.  The interactive demonstrates a dynamism and relevance to this select audience that simply cannot be matched by traditional marketing approaches.  We believe this will play an important part in communicating all of the benefits of Soft-Picks® to this discerning and influential group of users in a new light.  And of course, the humor makes it all so contagious!”

Share a smile by following the links to “The Right Tool for The Right Job” campaign for Sunstar.

Become a Fan of Soft-Picks, on Facebook.

Visit the Microsite www.soft-picks.com

YouTube Channel and Webisodes - http://youtube.com/softpicks

BOSSdev is on Facebook

Bob Harper of NBC’s The Biggest Loser Wins Big with BOSSdev.

March 29th, 2010

Relationships became the universal theme when BOSSdev partnered with United Entertainment Group to launch Bob Harper’s newly redesigned website (www.mytrainerbob.com)

The project goal for Mr. Harper, of NBC’s The Biggest Loser, was to improve his community driven website, allowing him to continue building relationships with his online fans.

BOSSdev began work in late November.  The site, with improved usability for fans and a calibrated back end, was built to make posting blogs easier and more manageable.  To achieve this, visual design changes, content modification and augmented features were created.

Robbie Wells, senior vice president of brand management at UEG, was impressed that he was always able to speak with, and work with, the right person in any given circumstance.  This level of access during the project meant Wells was on a first name basis with key members of the BOSSdev team.  From the production manager to the president, for Wells it was, Kelley or John.

The project launched in early February.

Wells on launch day: “I’ve been so excited about launching this site today.  It must be showing because co-workers have been stopping me all day asking why am I so happy!”

Likewise, Bob Harper: “Love the site.  Thank you.”

BOSSdev is on Facebook

Multi-Channel Experience Matters to BOSSdev.

March 29th, 2010

Interactive Solutions Architect Paula Anderanin oversaw creative development from pitch to launch of “The Right Tool for The Right Job” social media campaign for Sunstar’s GUM® Brand Soft-Picks®.  The campaign included a microsite, a branded flash game, Facebook applications, a YouTube channel, and a webisode series.  Anderanin’s multi-channel experience, tech savvy and attention to detail were key to the campaign’s success.

Anderanin understands that cutting edge features, focused on the brand, are necessary to reach viral status.

The Show Your Smile Augmented Reality Facebook app, featured in the Sunstar campaign, incorporated intelligent facial recognition software.  The user’s face is located via their web cam and their smile is replaced with a humorous “sendable” smile that they may save, send or print.  “We really wanted to get the consumers attention in various channels and drive brand awareness by using humor to link all campaign components, said Anderanin.

Anderanin designs with engagement in mind.  “Multi-channel experience is key in developing campaigns like these.  Understanding when to use the cinematic qualities of motion to help sell an asset, or a single musical note as a punctuation mark to a key point, or clean minimalist design to allow a player to experience a mood are all a part of the experience and insight we have to provide.”

With eight years of professional experience with numerous Fortune 500 brands and such prolific clients as The Biggest Loser’s Bob Harper, Anderanin understands the importance of brand authenticity.  Knowing that Sunstar’s Soft-Picks® users were already brand evangelists, she presented a highly interactive social media campaign, with a focus on engagement, combining an educational message with humor.

BOSSdev is on Facebook