The Oriental Trading Company gave us one directive: “We want a fun and crazy online viral campaign using the Monster Mash song.” Our answer: Monster Mash-Up, complete with dancing scarecrows, headless mummies, and over a million visitors in less than two months.

 
 

Overview
I led a team of designers, developers, illustrators and animators in the planning, development and production of the Monster Mash-Up campaign. The site allowed visitors to create a Halloween music video using crazy default characters or their own friends from Facebook.

We wanted to hit a wide age range a few months before OTC’s peak season, Halloween. To do so, we created a fun haunted house site. The framework of the site led users through each step, using drag-and-drop controls to make the settings easy and fun to adjust. Five main character bodies were developed to enable a gallery of heads or uploaded faces. After creating and watching their video, users could forward their creation to friends, making the campaign truly viral.

OTC garnered a huge audience, including a directory of subscribers to their monthly email campaign. Oh, and grandparents loved making videos of their grandchildren.

Details
The team didn’t want to compromise on options, but we wanted the experience to be simple. To solve both of those issues, we added a stepped process that allowed for different scenarios but could be enjoyed by simply using the default options.

The Results
Within weeks, Monster Mash-Up was getting scary big numbers. People were making multiple movies and sending them to friends. When videos were uploaded to Facebook they became even more viral, which multiplied the network effect. The OTC newsletter list and Facebook site gained an enormous amount of subscribers and friends. Better yet, this was a targeted audience likely to purchase costumes in the coming weeks for the Halloween holidays.

Response and feedback from customers was tremendous. Several prominent bloggers linked to the app and the videos they created using it. OTC was ecstatic with the performance and results. We all celebrated by doing the Monster Mash.

Responsibilities

  • Project lead
  • UX and Site planning (with UX architect)
  • Art Direction (including illustration & video)
  • Dev direction
  • Client interaction & presentation
  • Asset planning