New Boyz Tag That Site

CHALLENGE:
Album releases are obviously huge milestones for artists, but there are a lot of artists out there and a lot of releases. Generating strong buzz requires some ingenuity.

GOAL:
To promote the New Boyz album Too Cool to Care, Warner Brothers wanted a microsite that gives visitors some personal expression. This would vibe well with the title of the album and of course, user engagement is always the goal.

SOLUTION:
Powered by Aviary’s screen-capture technology and HTML toolset, the New Boyz Tag That Site allows users to pick any website and employ a variety of editing tools to put their artistic touch on it.

Afterwards, users can save their masterpieces to a gallery and post to Facebook, Twitter or MySpace. We built a moderation system to give the client easy control over removing inappropriate images.

RESULT:
While enabling people to customize their favorite (or not-so-favorite) websites, HYFN did some heavy customization itself. The design team re-skinned Aviary’s tool editor to match the New Boyz look and feel.

And the development team overrode the JavaScript library with a labyrinth of workarounds in order to add a graffiti font tool. This had to be done twice because of various browser requirements. Also, deep customization was required in order for the toolbox to work for all image sizes in IE.   So, we inspected their code and used PHP as a proxy to modify the screen captures.

In short, we customized a technology to build a microsite geared toward user engagement and viral sharing — the hallmarks of any successful digital marketing campaign.