Study 03: Camel's Pict-O-Matic
Client Background:
Turkish Blends are a recent addition to the growing family of Camel products. What makes them different from regular Camels is that they’re higher quality, higher priced and aimed squarely at a more sophisticated consumer.
Turkish Blends are a recent addition to the growing family of Camel products. What makes them different from regular Camels is that they’re higher quality, higher priced and aimed squarely at a more sophisticated consumer.
Create a highly interactive and engaging content module that fosters co-creation and viewer involvement. The module’s look and feel must be in line with the Turkish Blends’ advertising theme of “The Golden Age of Hollywood.” How glamorous.
Build a Flash-based poster studio application and competition with a '50s era, movie poster theme. Users can choose from a palette of design elements, backgrounds, fonts, and graphics and manipulate them with an intuitive tool set. Users can then print and/or submit their creations into a contest judged by other members of camelsmokes.com. Finally, users can rate the 20 finalists' artwork to determine the winner.
The Pict-O-Matic module was wildly popular, with close to 15,000 entries–a number extra surprising considering there were no prizes involved. Thrilled with the success of the initiative, Camel mailed each of the 20 finalists postcards and T-shirts featuring their design, just as a thank you.
• Take the Pict-O-Matic for a test drive »