Responses by Trent Gardner II, web developer; and Garett Knight, digital designer, Affinity Creative.
Background: The site was part of a seamless 360-degree marketing campaign for Redwood Empire whiskey across an ecosystem of interconnected media that incentivizes sales, increases awareness, drives consumer engagement and campaign interaction. By utilizing QR codes across in-store and on-premise materials, as well as paid and organic social media efforts, the campaign’s goal is to drive traffic to the dedicated microsite while educating on their tree planting initiative and incentivizing consumers to enter the Redwood Glamping Experience Sweepstakes.
Design core: The core feature would have to be the seed planting experience. The site landing page features an etching of the key visual from the retail display, and the user is then able to virtually “plant” their seed and see where their honorary tree will be planted on a map.
Favorite details: To mirror Redwood Empire’s label artwork, we based design elements on the site on traditional printmaking. These elements are prevalent throughout the site, the most prominent being the landing page’s seed planting experience and map. We also created etched illustrations of Redwood Empire’s bottles and stamp accents, and more subtly, the background of the site is meant to simulate ghost printing.
Challenges: The quick turnaround. The entire campaign was formulated and created in just a couple months. More time is always great to fiddle around with different solutions, but having a hard cutoff is a great test that keeps things from getting overcomplicated.
Navigation structure: The most unique part of the navigation structure has to be the landing page. The thought behind this section was to give the user a tactile experience of planting a seed. While it’s great to know your purchase of Redwood Empire whiskey is being donated, having these informative, experiential elements helps people connect more with the donation and the brand.
Technology: The site’s back end was done in WordPress with our custom Webpack theme, which enables us to modernize our workflow and speed up development. The landing entry animation along with the other microinteractions on the site—like the spinning compass—were done with GSAP, while the contest form itself is powered by our friends over at ViralSweep.