YellaWood, Y’all

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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.