One microsite that’s getting a lot of buzz right now is from the Murphy-Goode winery. If necessity is the mother of invention, that’s how they came up with this wonderful idea: an online contest to find their new social media person: areallygoodjob.com. Here’s what they’ll get as a result: Lots of promotion for the brand. A bunch of videos they can showcase online. A person who in essence becomes ‘news’. And finally, what they needed to begin with – someone to post on Facebook and Twitter every day. Brilliant. Maybe they’ll turn the whole thing into a documentary later on.
Another amazing site is from Puma. (Skip the intro) This is one of the coolest ‘product benefit’ demonstrations I’ve ever seen. Here’s the idea: the shoe is light. How light? Why not find out? Simple. Clean. Fun. Oh, and very expensive, too. The production company told me that the budget for this was in excess of $350K. So in order to be great, some microsites are just as expensive as the commercials they’re replacing.
Carnival Cruise has a big, fat, expensive microsite that’s more macro than micro. It’s called funshipisland. Some of it’s a bit cheesy, but it gets the point across that there’s a lot more to do onboard than stare out at the ocean. On the other end of the microsite spectrum is whitegoldiswhitegold. Whatever this has to do with milk I’ll never know. But whoever is fooling around on this site simply has too much time on their hands.
Ford went way outside their usual drive-a-box with Fiestamovement. We’ve found that a number of clients are nervous about consumer feedback on social sites, but in this case Ford gave a new Fiesta to 100 Millennials to drive-and-Tweet about for a year. Brave and very smart. 30daystonatural from Clorox Green Works has a nice look, but when you get inside and find ‘video dairies of moms cleaning’, it feels much less than genuine. More akin to an infomercial.
The Diesel Genes microsite lets you dig deep. Some microsites give you a few choices, this one makes you captain of the starship. Fun. Easy to use. And the product is everywhere, too.
If you come across a stunning (or deadly) microsite of your own, please post it in the comments section here. Most work on the web is unexceptional. But just like all marketing, the best ideas will always rise to the top.