Campaign ecosystem, consumer journeys, and sample wireframes for desktop and mobile

Final screenshots from desktop and mobile

Project overview
For their Treat Your Car campaign, Conoco® rewarded their customers who care for their cars with quality Conoco® gasoline by performing live, unannounced stunts in key markets Denver, CO and Springfield, MO. Consumers were surprised with free car washes, in-station vacuums that spewed out cash, and blinking squeegees that cued confetti and a celebration crew that gifted the consumers with complimentary gas cards.

Date
Live April 2013

Key Contributions

• Created a campaign ecosystem to show how each channel wove together to support the campaign.
• Collaborated with brand strategist on creating consumer journeys illustrating social media as natural user behavior that would add word-of-mouth credibility to the campaign.
• Designed desktop & mobile wireframes for campaign landing page letting new and returning users discover Conoco®'s stunts through an interactive map with supporting photo gallery of live events in their area. Campaign videos of are displayed below the photo gallery.
• Recommended a mobile version of landing page with same content except dynamic map in order to maintain a speedy loading experience.

Agency / Team
Venables Bell & Partners
Ryan Tovani (Art Director);  Mariana Olivera (Copywriter)