Up until the launch of the new network the Mattel website was a holding site for corporate communications.
With its broad portfolio of toy brands, Mattel wanted to increase awareness of its various product lines. The redesign of Mattel.com established a single destination for boys, girls, families and collectors to explore and play with familiar and unfamiliar brands.
The entry to the site experience is focused upon a mashup of brands where one can play videos or click to get more information. One could also zoom forward through the z-axis in order to arrive in different zones based upon Mattel's four key target audiences.
- The user experience identifies the age of a child and provides a different experience depending on gender, interests, and level of active participation.
- A kid-safe environment with content that is screened, approved and appropriate for children at each age.
- Provide tools to harness the creativity of brand fans to make it not just a place to consume content, but also to provide content.
- Deliver on being a site “for the kid in all of us” – from ensuring our channels will support the personality of each to providing a shopping solution for gift givers.
LEVERAGE NETWORK TO ENCOURAGE BRAND DISCOVERY
CREATING UNIQUE BRAND EXPERIENCES AND STORIES
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Creative Direction and Production responsibilities included:
Website UI & UX
New Feature Sets
Scheduling and Publish
Produced original content
Day to day operations
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