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Supporting a National Product Launch

Native Empire worked with News Limited to develop a device responsive web application to support the national launch of the BBC’s David Attenborough Essentials DVD collection. We built a web application that provided information about the promotion, when each DVD was to be released, the location of participating newsagents and information about the promotion. We also included an integrated social feed that allowed the client to display Instagram, Facebook and Twitter content that people generated using the promotional hash tag.

Outcomes

News reported a strong uplift in sales of Newspapers during the campaign, where people were able to purchase a DVD when they bought a newspaper. There was also a number of user generated content that was created for the promotion that provided realtime content that helped engagement and interest in the promotion. People could also use the mobile version of the site to access information on the promotion such as where they could pick up a DVD and the cost.

Branding and Design

Native Empire worked with News and the BBC branding guidelines to create a look and feel for the website that adhered to the branding guidelines. The site evoked the fun and excitement of the David Attenborough series while displaying state-specific masthead branding.

Device Responsive Web Application

The site was developed to display on any device, that allowed people to access on their desktops, mobiles and tablets. This provided the ability for people to look up the promotion at home or work and access key information while they were in a participating newsagent.

Social Integration

A key part of the site was the integration of user generated content from Facebook, Instagram and Twitter, which was aggregated using the Stakla platform, curated and published into the website on a social feed wall and the homepage.