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How did the project start?
We have worked with the Penn State brand for a number of years, beginning with a redesign of the packaging in 2005. When the company was acquired by Intersnack in 2008, we were asked to help redefine the brand for a new marketing push. We created a completely new packaging design, a new website and a viral game to sit alongside a TV advertising campaign delivered by Different.
What options did you consider?
A number of ideas were considered for the viral game before we settled on 'Pretzel Panic'. The reason we chose it was its combination of fun, competitiveness and 'pick up n' play' immediacy.
What help and expertise did you receive?
We don't outsource any aspect of our web work, so we handled all of the technical and design work ourselves. However, we worked with video footage organised by Different.
Did you face and challenges or learn any lessons?
Working with video, making it interactive and integrating it seemlessly was a rewarding challenge. We used chromakey techniques to extract the footage we needed and made extensive use of Flash and ActionScript 3 to manage its delivery.
What are the outcomes and how has it improved your business?
The Penn State rebrand has been a big success. The site was a awarded an Adobe Site Of The Day - an unprecedented accolade in the North East. Website traffic increased dramatically and the viral Pretzel Panic game drove up awareness of the brand.
What are your plans for the future?
With the site now firmly established, we are currently planning the next phase of developments.
