Linger over the video here. The music you’ll hear is by Roberto Lange.

YellaWood, Y’all

Visit the site.

Challenge:

YellaWood® has been an industry leader in pressure-treated pine for 40 years.

After working with Armchair on other projects, they asked us to extend their television campaign—the YellaFella ads—to the web.

How could they take their brand further? And how could they translate increasing brand recognition into sales?

Solution:

Armchair designed a website to host the YellaFella videos as well as the interactive YellaFella games that Armchair created.

The star of the site was one of our games: a fun, visually rich, “work-safe opportunity to slap a Cowboy.”

The game also acted as an indispensable tool that tracked site usage and provided tangible statistics such as how many times the bad guy was slapped.

After securing YellaWood®’s brand recognition on the web, Armchair translated it into sales by equipping the site with a tool to help visitors locate YellaWood® products in their area.

Armchair created a way for fans to interact with the world of YellaFella, translated user engagement into sales, and enabled YellaWood® to measure their success.

Results:

Upon its launch, Yellafella.com quickly went viral across social networks like Facebook, where it has an affectionate fan base.

The bad guy in the game has been slapped over 8 million times, visits to the site have increased 200%, and enrollment in YellaWood®’s email list has grown 4000%…

And counting.

Products as Rock Stars

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Challenge:

Fusionbrands designs innovative cooking utensils for the modern era. From vertical ice cube trays to wearable cooking tongs, their products stand apart from the competition.

Fusionbrands called on Armchair to translate the personality of these kitchen supplies into a website. In an overpopulated category, fusionbrands.com would have to establish the brand and educate consumers on how to use the products.

Armchair took on the task of transforming a large amount of information into an enjoyable online shopping experience, ultimately making the enigmatic “Food Loop” and “Ice Orb” household objects.

Solution:

To Armchair, the Fusionbrands products teemed with life: Finger Tongs were birds; Poach Pods were canoes. Our imaginations conceived of a creative site that would capture the products’ personality and playfulness.

We created a line-up of full-screen, high-quality videos as the stage on which Fusionbrands utensils could perform. While the tools acted out their functions to custom music, site visitors would not only be entertained by the products; they would learn how to use them.

In addition, Armchair developed an overall brand system for the Fusionbrands line as well as a package design for the Ice Orb.

Results:

The website established Fusionbrands products as rock stars among kitchen tools. It brought the utensils to life and captured customers’ imaginations, leading directly to profits.

Site visitors experienced culinary tools in a completely new way, gaining a clear understanding of Fusionbrands’ unique personality as well as their products’ practical functions.

Fall in Love with Coke Again

Visit the retired site. (Ask for password.)

Challenge

Coke felt its image was out of touch with the younger generation.

So it commissioned five of the best-respected motion design agencies in the world to create music videos that corresponded with illustrated aluminum bottles.

Then Coke asked Armchair to create a site to showcase these design superstars and attract young, trendsetting influencers.

Solution

First, Armchair recruited some of the best animators on the web—North Kingdom, Fakepilot and ghava—to create a destination that would entertain and inspire the consumer.

Then, when Armchair launched the site, we deliberately left out one obvious component: Coke’s logo.

With the corporate brand absent, visitors could discover M5 first, and the company who was behind it later.

This risky tactic, combined with an engaging and unique online experience, generated a viral curiosity that spread from one visitor to the next.

Results

Armchair’s M5 website redirected the blogosphere’s commentary on Coke from negative to positive.

It also set a precedent for how Coke would reach its youth audience in the future, eventually becoming the DNA for the “Coke Side of Life” campaign.

Advertising Made Addictive

Visit the site.

Challenge:

Turner decided to repackage their network commercials for the web in order to realize further revenue from them.

They asked Armchair if we could make watching these ads online entertaining to viewers.

We asked Turner if we could make them addictive.

Solution:

Armchair created “Very Funny Ads”—one simple homepage from which viewers could watch and share the ads.

First we gave the site a logo consistent with the Very Funny campaign viewers knew from television, linking the two experiences and signifying that the ads were entertainment.

Then we pared down the site, removing any distractions that might turn away users and enabling all videos to load on the same page.

Finally, we made the design of the site translucent—with each new video, the background changed to a screenshot of the current commercial—so that the content became the focus.

Results:

Due the ease of use and addictive nature of the site, visitors kept clicking.

The average visitor spent upwards of ten minutes on the site, and VeryFunnyAds.com served up more than seven million videos in its first week alone.

Armchair had taken a revenue-generating enterprise and transformed it into addictive entertainment.