It - William Burk

PURVEYOR OF
DIGITAL IDEA S
Who is WILLIAMBURK?
William Burk is a full-service digital marketing company
specializing in building brands via the digital channel. Our story
is unique as we combine decades of traditional advertising
experience with creative, non-linear new media technology.
We create dynamic, database driven assets, which we refer to
as ‘digital milk.’ Delivered fresh, on time, daily.
Digital milk can can a website, online campaign, application,
widget, video, social network, mobile device, branding
campaign or something we have yet to invent.
No, really, who is
WILLIAMBURK?
P U RV E YO R O F D I G I TA L I D E A S
William Burk was a pioneer in social media and marketing.
Born in 1906 in St. Louis, Missouri, he started his career as a
milkman for the Pevely Dairy Company where he manned a
horse-drawn carriage. When the internal combustion engine
replaced the horse, his philosophy remained the same:
hand-deliver a quality product daily and turn each and every
customer into a brand ambassador. Housewives weren’t
forced to talk to Bill, they looked forward to it, anticipating his
delivery and talking about him hours after he had gone. On
record William Burk has two children and seven grandchildren
(one of whom is company founder, Scott Davis), however the
actual number has been disputed over the years.
Over the past 100 years, the delivery mechanism may have
changed from the horse to the internet, but traditional
marketing concepts remain the same.
Fig. 1.A
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The Work.
The following examples represent the digital branding efforts of WILLIAMBURK and the development team at Cowboy International.
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The Challenge
The Positioning
The Tactics
We reinvented and relaunched the Disaboom.com brand and
product strategy, while helping transform Disaboom.com from
a non-dynamic web site to a fully functional 2.0 social network
community focusing on three distinct target groups: disabled
baby boomers, college age and caregiver community.
The tagline created for Disaboom, “Live Forward,” leveraged our
communications strategy which challenged the stereotype or
label associated with the millions touched by disability.
We successfully developed a new platform, a category owner that
engaged and had significant benefits for the 14-65-m/f target.
We established Disaboom 2.0 as a community with three distinct
parts, health, living and community, to appeal to these broad user
groups. We also drafted and deployed a product channel strategy
within key sections such as entertainment, living and media,
allowing the client to truly realize their advertising potential.
The Results
After Disaboom’s January 20th site launch, member sign-ups
soared. This case study is ongoing.
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Website Design
We drafted and deployed a product channel strategy within key sections such as health, living and community, allowing
Disaboom to truly realize their advertising potential.
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Banner Campaign + content strategy
Connect with Angela within a Group
“Ask” Banners:
For the Beta launch of Disaboom.com, we created a series
of rich media banners featuring provocative questions.
Video trailers provided the tease to the answers. Many
networks rejected the ads for having frank, real life
conversations about sexuality and other provocative
topics. This ultimately created a great public relations
opportunity within the disability community.
Landing Page: Full-length interviews answered the banner questions.
Read Angela’s article on sexuality and disability
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Banner Campaign (Continued)
Rich media banner ad: “Ricardo”
Rich media banner ad: “John S”
Rich media banner ad: “Kelly”
Landing Page
Landing Page
Landing Page
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Josh Blue Site Launch Campaign
Connecting with 58,000 of Josh Blue’s fans on
his MySpace page.
After successfully introducing the ‘Asks’ campaign, we hooked
up with Last Comic Standing champ, Josh Blue, to help launch
Disaboom 2.0. Josh, who lives with Cerebral Palsy, was the perfect
fit to help Disaboom disable stereotypes. We filmed his comic set,
introduced Disaboom to 58,000 fans on his Myspace page, set up
his membership profile and leveraged him in a variety of banner ads.
Banner Campaign + Landing Page directing traffic
to separate site channels.
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Site Launch TV
Disaboom TV, ‘Angela’ :30 sec
Disaboom TV, ‘John’ :30 sec
To further challenge stereotypes and show the faces of disability. “Live Forward” spots were created
while filming the longer format video. John Register was training for the Olympic track team when
adversity struck, forcing him to make a difficult decision to amputate his leg. Angela Rockwood
Nguyen was a model and actress before a tragic auto accident changed her life. The spots were
directed by Stephen Vidano.
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The Challenge
How do you cut through the dense digital fog of mobile media
content providers to help launch a business to business
company into the consumer world?
Zingy is the third largest player in this space, offering content
such as ring tones, wallpapers, games and applications to a
14-22 year old target audience.
The two major objectives:
• Drive customer acquisition and retention through 57-777 call
to action and www.zingy.com.
• Develop a brand idea that differentiated Zingy from the
competition and created the foundation for a lifelong brand/
consumer relationship.
The Barriers
The Process
The Positioning
Not only was the market crowded with major players such
as Jamster, but Zingy had the added challenge of living in the
direct response category. How do you build a brand while
pushing massive content? We tackled this problem by creating
a campaign that progressively added content over time while
developing a strong brand message via a direct response
mechanism.
Although Zingy already had a functional website, it was merely
an online catalogue of content and lacked a thorough brand
personality. The interactive and advertising teams worked sideby-side from the very beginning to ensure a cohesive brand
look and functionality. The interactive advertising and branding
concepts were also created during this time period.
From the start, we worked with Zingy to differentiate their
brand and plant a flag in the ground for their future in the
mobile media space. We understood that the quality of
the content set them apart from their competitors and the
‘premium’ tonality of the ads had to erase a lot of baggage
within the category. The “Get DFRNT” tagline did just that.
Positioning statement:
You know that one thing that everybody has? The most popular
thing on the block? That thing that reminds people of
something they’ve heard or seen or experienced before? Now,
imagine the exact opposite of that.
Zingy.com Get Dfrnt.
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Web Design + Relaunch
Customer Acquisition Page
Homepage Design
Exclusive Content Promos (Flash Animation)
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Print Ads and Outdoor
Teen female audience segmentation Urban male audience segmentation
Surburban Male audience segmentation
Mallscapes (Outdoor)
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Interactive Campaign
>
Final Frame
>
>
Rich Media ‘Floating’ Banner
(Skydiver moves from out of the banner and down the web
page. Then back up, before type animation begins.)
>
>
Flash Animation Banner
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Medical Hair Restoration Website
MHR is a world leader in hair restoration. Their existing site was eight years old when William Burk
was called upon to update it. We offered them a dynamic solution which implemented a Content
Management System. This allowed them to update videos, testimonials or text in real time. This also
allowed them to test user experience and enhance their click to lead percentage.
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The Opportunity
At the crossroads of incomparable luxury and unspoiled
wilderness lies The Resort at Paws Up. Distinguishing itself
from the rest of the Montana resorts and standing apart from
all other Rocky Mountain resorts, the Resort at Paws Up offers
an enchanting escape into the tranquility and magnificence of
Montana’s pastoral countryside.
Paws Up is a new client for William Burk. We have been
helping them with a variety of online and offline projects
including a few a brand extesion, site maintenance and
integrated resort promotions.
The Positioning
William Burk continues to leverage the Paws Up brand
promise of uncompromised luxury, mixed with the natural
and rugged Montana landscape. The justaposition has been
translated in all media channels including microsites, e-blast,
mailers, ads and collateral work.
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PAWS UP OUTFITTERS WEBSITE
Paws Up Outfitters is owned by the Resort at Paws up and offers the most luxurious hunting and adventure
trips in Montana. William Burk created a unique navigation system that is also tied into a sophisticated Content
Management System so that the client can update the site on the fly. No pun intended.
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PAWS UP GENERAL STORE landing page
Paws Up General Store is a new brand extension for the Resort at Paws Up portfolio. William Burk worked
with the client to design the new logo, tagline and brand voice. The e-Commerce site is set to launch in
2009 and we are excited to help them make it another luxury destination.
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Print Ad
The Reosrt at Paws Up annual event: The Wine and Bitch Weekend
Located at the resort in Greenough, Montana, this is the first luxury vacation designed for guests and their best canine
friend. Events such as a dog fashion show, canine massage and gourmet doggie treasts are included. We created a
microsite, offline print ad and various collateral pieces for the event.
Resluts? Sold out.
Event wine coaster, mailer
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Monster.com partnered with Vocation Vacations to promote the chance for
jobseekers to take a 5 day holiday to take their Dream Job for a test run. Two
interactive banners were created, which drove visitors to a microsite that allowed
contestants to upload their videos telling why they deserved a Dream Job Vacation
and vote on prior submissions.
We wrote and produced eight viral videos to populate the ‘user generated’ video portion of the promotion.
Actors were shot in the setting of their current job, pleading for Monster to give them a shot at their Dream Job.
Virial Videos
These rich media banners were used to advertise the
Vocation Vacation Promotion. With the ad above, users
were able to erase the current image in the ad to reveal
hidden dream jobs below. To the left, a dressing room
curtain could be dragged creating reveals in the same
manner.
Homepage
Rich media banner ads
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A great example of an integrated, data-base solution, Monster.com needed
to combine three portals into one database-driven site that instructed ‘eBay
Powersellers’ on how to build their small business into a much larger enterprise. We
created rich media solutions such as the ‘One Click Ad Writer’ (figure 2). This allowed
viewers to pull up pre-written resumes within specific categories, edit and save them
to their computer. The site also featured instructional videos (figure 3) on how to use
Monster.com in the most efficient way.
Banner Ads to promote microsite
Sub pages
Homepage
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The Opportunity
The Strategy
Adweek, the iconic brand that covers everything you need
and want to know within the advertising industry, needed
a communication strategy defined for the NEW Adweek
during its most significant change since its founding 30 years
ago. What’s more, it had to be implemented within a two
month timeframe. We’re proud of the work we created for the
February 4th launch and will continue helping them drive traffic
and subscriptions.
Like a new candy bar with all of its ingredients improved, the
‘Big Claims’ campaign uses bold headlines in the business-tobusiness environment in the same way marketers use over the
top language to relaunch consumer products. In this case, the
new Adweek will not “cure baldness,” but it will “stimulate the
frontal lobe.”
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Interactive Advertising
Launch Banner Ad
Banner Ad
Landing Page
Banner Ad
Landing Page
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Print Ads
Teaser Ad
Launch Ad
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Print Ads
Print Ad
Print Ad
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Interactive
We created a myriad of interactive assets for ING Direct over the years.
Whenever you see the bouncing Orange Ball, chances are we were involved.
From banner ads to interactive product demos, we did it all.
Save Your Money
Move out. Move up!
Viral Campaign
We created this viral campaign initiative to push the Orange Mortgage product for
ING DIRECT. This micro-site was designed as an outlet for people who can identify
with the horrors of renting. We identified three emotional tipping points that motivate
home buyers in the 25-35 year old demographic: having a baby, moving in together
and bad neighbors. Videos, games, tips and tools were created to engage and push
people to explore the ING DIRECT component.
Moving in Together
Banner Ads
Having a baby
Bad apartment neighbors
Homepage
Electric Orange Savings
Product Demo
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Online Gaming
We created various online games over the years. The games are as strategically targeted
as the branding campaigns. The following two pages are two of our favorites.
This viral game for Hair Club for Men, was co-branded with Playboy.com. The game challenges
users to spot the differences in ‘before and after’ photos and features the famous Playboy
Playmates. In addition, users can view videos, download wallpapers, and find out what Playmates prefer. The game was promoted aggressively on Playboy.com through banner ads and
an extensive email campaign.
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Online Gaming
As part of NYSERDA’s Big Savings campaign, Energy Pirates educates New Yorkers how to better manage power demand in their homes by using ENERGY STAR qualified products, power
strips and energy-saving features to prevent energy waste.
The player must prevent the pirate from stealing power by “turning off” appliances and electronics the pirate has turned on. Similar to the 1980s game Simon, an electronic game that
tests a person’s rhythm and memory skills, the player must turn them off in the same sequence that the pirate turned them on. The sequences increase in difficulty within each level.
Educational messages with specific tips to save energy and information about NYSERDA initiatives appear as each level is completed.
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WILLIAMBURK
Capabilities + Philosophies
Digital
Strategy
Interactivity
Branding
DIGITAL
Branding
Strategy
Interactive
HTML and Rich Media •
E-Blast •
Video on the Web •
Web Design •
Gaming •
Digital is at the heart of everything we do. Whether it’s online or offline, how an idea
connects digitally is our matrix for success. Digital ideas are the new media because a
strong idea can be transmitted to a million touch points in a matter of seconds and can
have a reach and frequency stronger than a thirty second Super Bowl spot. Whether it’s
a wiki, a banner ad, a web application or video, we excel at getting customers to have
conversations about our client’s products.
Some interactive agencies simply develop websites or games for their clients. At William
Burk, no matter what the assignment is, a solid strategy is formulated to make sure a
client’s brand is reinforced and a measurable ROI can be estabilished. The five case
studies mentioned in this booklet illustrate how digital ideas with traditional strategies
have the legs to carry messaging further and stronger than simple web entertainment.
Many consider the internet a digital form of direct response because of measurability. This
is true, but the thought that branding cannot be leveraged via the internet is nonsense.
Consumers wish to engage with like-minded brands that share their core values. If a
person makes an online purchase, that transaction goes further than a utilitarian function,
but becomes the first connection into an ongoing relationship. A conversation has begun
that needs to be nurtured in the same way brands have been developed for centuries.
Interactive advertising was once the ugly stepchild of the happy, tried-and-true print/TV/
radio family. Not any longer. We have been at the forefront of interactive communications
with a solid background working with clients such as ING DIRECT, Citigroup, King
Pharmaceuticals and Novartis, just to name a few. We have put together a best-in-class
team from around the world that works seamlessly with the advertising department from
the beginning to make sure no stone is left unturned and every option is utilized.
Good designers are a dime a dozen. Great designers who can strategize with the client,
however, are a very rare breed. Our digital designers all have an understanding of brandbuilding combined with a passion for reinvention. They are the ones who put the polish on
all the great ideas we put forward. From logos, brochures to wild postings, they do it all.
Partnerships
William Burk has countless strategic partners from media buying to general advertising.
We are currently the digital arm for The Ad Store, NYC. Our partnership means we have
an extended roster of creative talent and account services to properly manage any project,
regardless of its size. Check out The Ad Store at www.adstore.com.
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WILLIAMBURK
P U RV E YO R O F D I G I TA L I D E A S
220 12th Avenue Street
3rd Floor
New York, NY 10001
P 917.691.6799
F 212.685.8954
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