Home  › Social › Social Commerce
dtw3

Old Navy Says 'Deck the Web'

  |  December 5, 2012   |  Comments

At midnight, BuzzFeed went live with a homepage takeover for Old Navy that lets visitors who crave their holiday cheer digital cheerfully obscure a web page with iconic images.

At midnight, BuzzFeed went live with a homepage takeover for Old Navy that lets visitors who crave their holiday cheer digital cheerfully obscure a web page with iconic images.

At the top of the BuzzFeed home page, a button will invite visitors to "Deck the Web." Clicking on the button takes them to the app's page, where they can enter a URL, load the page and glitter it out.

People can mix 10 icons, including a penguin with a muffler, a snowflake and a reindeer, splashing them on as appropriate -- or not. For example, one sample shows a male model with a pasted-on Santa hat and beard; he's flanked by a bundled-up penguin, and his bio is obscured by strings of holiday lights.

dtw2

"We were trying to make something endearing and engaging for the holidays that matched other things Old Navy was doing," said Jeff Greenspan, chief creative officer at BuzzFeed. BuzzFeed creatives worked with AKQA, Old Navy's digital agency, to develop and present ideas to the client, Greenspan said. "Old Navy has a lot of initiatives focused on the holidays, and we helped amplify a lot of that work."

BuzzFeed will run a total of eight sponsored posts for Old Navy over the course of the holiday season, according to account manager Ben Rosen. Three will support Old Navy Lightacular, a contest on Facebook for the most outrageous lighting display. For example, one sponsored editorial slide show is, "10 Places That Take Christmas Decorations Really Seriously."

After they've decorated a page, consumers can send the decorated page to others, via a custom link generated by the Deck the Web app, as well as share it on Facebook or Twitter. The takeover isn't limited to BuzzFeed.com. Thanks to HTML frames, people can decorate any web page of their choice. HTML frames allow for multiple views in sub-windows that keep some information visible while other views are scrolled or replaced.

The execs would not detail the metrics or cost basis for the campaign, other than that it's a mix of impressions and pay-for-performance.

Rosen did say, "People get into the spirit of decorating their homes and office, but this is the first time you get the opportunity to deck the internet."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Chinese Speaking Copywriter
      Chinese Speaking Copywriter (Agora Financial) - BaltimoreDo you speak Chinese? Are you interested in economics and finance or want to learn more...
    • Video/Digital Media Designer
      Video/Digital Media Designer (Confidential) - Delray BeachFull service corporate video production studio looking to hire a creative, and highly...
    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...