05.21.10
webpick of the week
Consumer Goods, Branding
This global, multilingual football site for Umbro presents a brand connected to its fans and heritage as well as current trends, news and culture. It’s a flexible, adaptable hub that supports not only products, but campaigns, markets and the wider modern football community. It purposefully presents brand and product wrapped around stories of artists, musicians and players and curates content from around the Web—popular videos from YouTube, photos from Flickr and content from the Umbro Blog fill modules on the site’s homepage.
The site framework, with a base nav that individual markets can add to as they see fit, allows each of 40 countries to manage its own site and content to have its own localized navigation. It’s a great way for the brand to retain a global look-and-feel while marketing to individual markets in regionally-relevant ways.
• Every piece of content on the site is shareable via email, Facebook, Twitter and Delicious.
• The CMS is built with Rokkan’s Rokkit solution, a custom-built version of the Zend Framework. Custom built to Umbro’s workflow, it allows 40 unique global markets in 18 languages to manage customized, localized versions of Umbro.com. Within the CMS, every word of Umbro.com can be translated by the user.
• There is static file caching with Akami for all CSS, images and JavaScript and page caching set for one hour intervals.
• Since the launch in July 2009 the site’s received over 1.5 million unique visitors with the monthly average up by 300 percent on the previous site.
• The site has also had a massive impact on online sales which were up by 400 percent in the month following the site launch.
www.rokkan.comanomaly.com