The Internet Explorer 9 Expo
In Collaboration with StumbleUpon
Following a Brief provided by Internet Explorer, I came up with the following campaign to incorporate an offline aspect to an online product in an effort to boost the use of the Internet Explorer browser.
With the collaboration of a few well-known sites, that campaign's main focus was on the idea of exploring the web. In an effort to better define exploration, I decided that the word "explore" should be taken a little more literally. Thus came the idea for an Expo that worked directly with one of the internet's most famous websites that pushes the idea of internet exploration StumbleUpon!
Below you will find 3D renderings of some parts of the physical expo, as well as some flyers of various events that would take place during the Expo.
With the collaboration of a few well-known sites, that campaign's main focus was on the idea of exploring the web. In an effort to better define exploration, I decided that the word "explore" should be taken a little more literally. Thus came the idea for an Expo that worked directly with one of the internet's most famous websites that pushes the idea of internet exploration StumbleUpon!
Below you will find 3D renderings of some parts of the physical expo, as well as some flyers of various events that would take place during the Expo.
Here is a screenshot of the website layout I designed to promote attendance for the Internet Explorer 9. This digital aspect is part of the requirements stated within the brief. The idea is to host a digital scavenger hunt that further pushes the idea of exploring the web.
Shervin Bain. Male. 25. Born and raised in Miami, FL, USA.
Creative at the most inopportune times, I seem to come to small sparks of genius while I’m in the shower, about to hit R.E.M. sleep or simply when I’m without pen and paper.
Creative at the most inopportune times, I seem to come to small sparks of genius while I’m in the shower, about to hit R.E.M. sleep or simply when I’m without pen and paper.
Since I tend to keep myself up at nights, I daydream a lot to keep my sanity and let my mind release the subconscious craziness within.
Another way I keep my sanity is by watching cartoons—a big kid at heart is what I am—which is where my idea for Internet Explorer 9 was hatched.
From my understanding of the brief Internet Explorer is aware of the trends that have been taking place within the browser industry and is not impressed. The brief states, “[Considering] what a vast colourful, wonderful
world the Internet is [visiting the same sites again and again] is a bit like never leaving the street you are born on.”
world the Internet is [visiting the same sites again and again] is a bit like never leaving the street you are born on.”
The brief challenges the reader to remind the target audience, which is made up of tech-savvy 18-25 year olds, of how wide the World Wide Web actually is, and then inspire them to “go exploring”.
The brief calls for the reader to “stretch from the digital world into the physical”. The idea is to get individuals to explore the Internet and all that it has to offer.
The brief describes the target audience as the tech trendsetters aged 18-25. These individuals “love technology and what it enables them to do.” This age group is the digital age group that thrives on technology. While old enough to remember a life before the Internet, they are young enough to be unwilling to go back to this time that they may consider… prehistoric.
Generally the target audience walks with a phone in one hand, uploading a photo to Facebook of the crazy girl on the train, while listening to Justin Bieber’s latest hit single (secret pleasure of course), and a freshly brewed
Starbuck’s Grande Latte in the other hand, often on their way to class or late for their underpaid entry-level job.
Starbuck’s Grande Latte in the other hand, often on their way to class or late for their underpaid entry-level job.
If I selected a public figure to represent this target audience I would have to go with Ashton Kutcher.
He just seems to fit the bill:
It is interesting to note that Internet Explorer is not available on Apple computers meaning that majority of Internet Explorer users and prospect consumers will be PC users, and they may be seen, to some, as nonconformist by not joining the trend of Apple/Mac owners.
It is interesting to note that Internet Explorer is not available on Apple computers meaning that majority of Internet Explorer users and prospect consumers will be PC users, and they may be seen, to some, as nonconformist by not joining the trend of Apple/Mac owners.
Current campaign:
“A more beautiful web is…”
While the song “Too Close” by Alex Clare plays the video highlights some of the features and reassures viewers that the “sites you love” will be available for use.
At the end of the commercial viewers are prompted with the tagline “Welcome to a more beautiful web.” Where the “e” in web is replaced with the “e” that is displayed within the Internet Explorer logo.
“A more beautiful web is…”
While the song “Too Close” by Alex Clare plays the video highlights some of the features and reassures viewers that the “sites you love” will be available for use.
At the end of the commercial viewers are prompted with the tagline “Welcome to a more beautiful web.” Where the “e” in web is replaced with the “e” that is displayed within the Internet Explorer logo.
What people do online:
The top 5 things that people do online1 are:
1. Send or receive email
2. Use a search engine to find information
3. Look for health/medical info
4. Check the weather
5. Search for a service or product
The top 5 things that people do online1 are:
1. Send or receive email
2. Use a search engine to find information
3. Look for health/medical info
4. Check the weather
5. Search for a service or product
Mac vs. PC
52% of survey respondents for Hunch.com said they were PC users, while 25% said they were MAC users.
52% of survey respondents for Hunch.com said they were PC users, while 25% said they were MAC users.
My proposition: “Don’t just browse the Internet… Explore It!”
Internet Explorer 9, in collaboration with Stumble Upon Present: The Internet Explorer 9 Expo
The idea is to have Internet Explorer 9 host an exposition that brings the Internet out of the virtual world and into a real world physical setting.
In Matt Groening’s “Futurama”, Season 2 Episode 13, the main character Fry was given the chance to log on and experience how the Internet is used 3,000 years in the future.
In this episode Groening shows how advanced the Internet is in the year 3,000 A.D. Users are transported to a virtual world, where a virtual version of themselves is free to roam around a seemingly physical world.
Websites are setup like storefronts and users walk into their favorite websites just like they would walk into their favorite stores.
My idea is to have the target audience’s favorite websites all in one place (The Internet Explorer 9 Expo) in a physical form that they can explore.
Expo Layout:
Within the Expo there will be various websites with all types of functions, features and fans. The event will cater to the variety available on the Internet and showcase a number of websites that individuals may have never
heard of before but can take an interest in. Further pushing the idea of exploring the Internet.
Within the Expo there will be various websites with all types of functions, features and fans. The event will cater to the variety available on the Internet and showcase a number of websites that individuals may have never
heard of before but can take an interest in. Further pushing the idea of exploring the Internet.
Some of the websites that are featured within the event will be Google, Facebook (and Instagram), Twitter, Wikipedia, Spotify, Match.com, LinkedIn, Flickr and YouTube. These sites are very significant on the Internet today and will be identifiable to the target audience. The familiarity of these websites will make them more exciting to explore in a physical form.
Match.com:
For The Internet Explorer 9 Expo, Match.com will host a speed-dating event titled “Five Minutes, ‘til Forever”. The event is geared towards singles within the target audience that may want to take a chance on love in a fun and innovative way. The idea is simple, yet effective since the idea of Match.com hosting the event would build credibility and draw a larger audience of participants/singles.
For The Internet Explorer 9 Expo, Match.com will host a speed-dating event titled “Five Minutes, ‘til Forever”. The event is geared towards singles within the target audience that may want to take a chance on love in a fun and innovative way. The idea is simple, yet effective since the idea of Match.com hosting the event would build credibility and draw a larger audience of participants/singles.
3D rendering of the area:
The Match.com area of the expo will incorporate the colors used within the website’s logo and webpage. It will have a relaxed feel and incorporate a straightforward, yet sophisticated bar area.
The Match.com area of the expo will incorporate the colors used within the website’s logo and webpage. It will have a relaxed feel and incorporate a straightforward, yet sophisticated bar area.
When promoting the event it is important to keep the brand personalities of both parties in collaboration of this event in mind. This is why I find it important to incorporate a lot of color into the message being conveyed to
the target audience about the event.
Match.com Flyer:
Playing on the art form de stilj, I incorporated various colors and simple gestures to persuade the emotion of the reader. The body posture of the silhouettes in the flyer convey a message of strangers feeling somewhat
comfortable with each other and having an engrossing conversation; similar to what you would find at the speed-dating event. The font used in this flyer is known as “Blue Highway”, which is a copycat of “Gotham” which is used within the match.com logo. Going deeper to into color choice, according to Timothy Samara3 the color blue has the power to calm, yellow stimulates a sense of happiness since it is associated with the sun, violet is perceived as compromising and also mysterious, while red is among the most noticeable colors causing feelings of impulse and evoking passion and arousal.
Playing on the art form de stilj, I incorporated various colors and simple gestures to persuade the emotion of the reader. The body posture of the silhouettes in the flyer convey a message of strangers feeling somewhat
comfortable with each other and having an engrossing conversation; similar to what you would find at the speed-dating event. The font used in this flyer is known as “Blue Highway”, which is a copycat of “Gotham” which is used within the match.com logo. Going deeper to into color choice, according to Timothy Samara3 the color blue has the power to calm, yellow stimulates a sense of happiness since it is associated with the sun, violet is perceived as compromising and also mysterious, while red is among the most noticeable colors causing feelings of impulse and evoking passion and arousal.
Wikipedia:
Within the Internet Explorer 9 Expo, Wikipedia will host an exhibit all about the Internet. The exhibit will showcase the history of the Internet from its start to its current place, as well as delve into the future and some of the new technology being developed to make the Internet a more interactive place. Since Wikipedia is the place that most individuals in this target audience go to for information it only made sense to have them host the exhibit.
Within the Internet Explorer 9 Expo, Wikipedia will host an exhibit all about the Internet. The exhibit will showcase the history of the Internet from its start to its current place, as well as delve into the future and some of the new technology being developed to make the Internet a more interactive place. Since Wikipedia is the place that most individuals in this target audience go to for information it only made sense to have them host the exhibit.
3D rendering of the area:
The event will be geared towards those that crave knowledge and have a deeper appreciation for technology. Again the colors will match those of the logo and website, although this time around, the traditional wooden floor of an exhibit will be incorporated.
The event will be geared towards those that crave knowledge and have a deeper appreciation for technology. Again the colors will match those of the logo and website, although this time around, the traditional wooden floor of an exhibit will be incorporated.
Wikipedia Exhibit Flyer:
The colors of the logo and website have also been incorporated into the flyer. The black font used is LinuxLibertine. Similar to that used within the Wikipedia logo. The color black often denotes authority, superiority and diginity, all of which should be associated with Wikipedia as an information
source. Around black, its strongest contrast, white appears “stately”, and gray is often perceived as formal and dignified and can often be associated with technology.
The colors of the logo and website have also been incorporated into the flyer. The black font used is LinuxLibertine. Similar to that used within the Wikipedia logo. The color black often denotes authority, superiority and diginity, all of which should be associated with Wikipedia as an information
source. Around black, its strongest contrast, white appears “stately”, and gray is often perceived as formal and dignified and can often be associated with technology.
Facebook & Instagram:
Facebook will host a lounge area where attendees can sit, relax and have a cocktail with their friends. The idea is to have Facebook simply do what it does online, host a place where friends can come together and share (laughs, etc.).
Facebook will host a lounge area where attendees can sit, relax and have a cocktail with their friends. The idea is to have Facebook simply do what it does online, host a place where friends can come together and share (laughs, etc.).
Sample 3D rendering of the area:
Like the other featured website areas, the lounge will be designed with the website’s colors in mind. Blue is the major color within the lounge. The lounge area will also host an Instagram photo uploading section where
attendees can post pictures of themselves and their friends on a digital display.
Like the other featured website areas, the lounge will be designed with the website’s colors in mind. Blue is the major color within the lounge. The lounge area will also host an Instagram photo uploading section where
attendees can post pictures of themselves and their friends on a digital display.
Spotify:
One of the major highlights of the expo will be the spotify concert. Spotify is a website/application that allows users to not only listen to all of their favorite music, but also allows users to explore new artist and find new
music, which makes it a perfect featured website at The Internet Explorer 9 Expo. This will be a concert that hosts one of today’s top music artist. It will be important to have the artist as the front runner of the promotion as this will be the main attraction by default and gather a large audience.
One of the major highlights of the expo will be the spotify concert. Spotify is a website/application that allows users to not only listen to all of their favorite music, but also allows users to explore new artist and find new
music, which makes it a perfect featured website at The Internet Explorer 9 Expo. This will be a concert that hosts one of today’s top music artist. It will be important to have the artist as the front runner of the promotion as this will be the main attraction by default and gather a large audience.
Spotify flyer:
Within the Spotify sponsored concert at the Internet Explorer 9 Expo Beyoncé (or other artist like Kanye West, Jay-Z and/or Rihanna) can headline and in a sense be an endorser for Internet Explorer and promote the idea of exploring the web. This flyer incorporates the artwork from Beyoncé’s latest album “4”; the various styles that
Beyoncé wears in these photos further pushes the message of exploring by showing her exploring different looks. The font used is the same font used in Beyoncé’s current album artwork, Bauner.
Within the Spotify sponsored concert at the Internet Explorer 9 Expo Beyoncé (or other artist like Kanye West, Jay-Z and/or Rihanna) can headline and in a sense be an endorser for Internet Explorer and promote the idea of exploring the web. This flyer incorporates the artwork from Beyoncé’s latest album “4”; the various styles that
Beyoncé wears in these photos further pushes the message of exploring by showing her exploring different looks. The font used is the same font used in Beyoncé’s current album artwork, Bauner.
Other featured websites:
Google will be the central information station that allows users to get information they need on the event and all that is going on within the expo.
Twitter will host a message board that allows attendees to post simple message of anything they want up for all to see.
Google will be the central information station that allows users to get information they need on the event and all that is going on within the expo.
Twitter will host a message board that allows attendees to post simple message of anything they want up for all to see.
Flickr will allow attendees to look through photos (with time stamps) and find photos of themselves at the expo and create scrapbooks.
LinkedIn will host a networking event for the young professionals.
YouTube will end the event with a “movies in the park” kind of theme where they can sit and watch slideshows and short clips on a large projection within a park of all of the things that went on during the
expo. This will be sort of a reflection kind of event, and give attendees a chance to quickly relive some of their favorite moments at The Internet Explorer 9 Expo.
LinkedIn will host a networking event for the young professionals.
YouTube will end the event with a “movies in the park” kind of theme where they can sit and watch slideshows and short clips on a large projection within a park of all of the things that went on during the
expo. This will be sort of a reflection kind of event, and give attendees a chance to quickly relive some of their favorite moments at The Internet Explorer 9 Expo.
Digital/Website:
The digital aspect of this campaign will be the construction of a website dedicated to a gaming competition that gives players the chance to win tickets to The Internet Explorer 9 Expo.
The digital aspect of this campaign will be the construction of a website dedicated to a gaming competition that gives players the chance to win tickets to The Internet Explorer 9 Expo.
The idea behind the website is an online scavenger hunt. Individuals will visit the website and be given a list of items to find. Once they find an item on the list they then move onto the next question. To win you simply have to find all the answers on the list before anyone else. Since this is online and can easily draw a large crowd and a number of simultaneous or nearly simultaneous winners, the first 100 or so winners will be entered in for a random drawing where 10 tickets will be given out for 10 people to go with one guest to The Internet Explorer 9 Expo.
On the website, a video will pop-up upon landing on the webpage that goes into better detail of all the aspects of the expo and the rules of the competition. The music that will accompany the video will be “Brand New
Colony” by The Postal Service.
Colony” by The Postal Service.
