The Action-Pact project was deployed using a combination of the advanced 3D capabilities of Flash, externalised content using xml data and the statistical backing of the Popul8 viral marketing system.
Papervision was one of the initiators of the concept however the development of our 3D engine allowed us more flexibility in terms of implementing key user engagement features.
These features allowed our users to interact with the site and therefore enabled them to leave a more personal message with more impact. These features included:
- Upload of images through the Flash interface
- Drawing tools to enhance character development
- Auto capturing of user created content for emails, use throughout the site and the contextual video
- Facebook connect for retrieving profile pics and direct posting to the users wall
- Voting and send to a friend
- Deep linking urls for send to a friend and ease of character retrieval
Externalising the content into xml data files has also allowed the site to be translated into a number of other languages.
By using Facebook connect and the Facebook application we were able to leverage off the more than 250,000 Facebook fans that Greenpeace already has.
The contextual video displayed at the end of the character development sequence allows the user to feel like they are a part of, if not integral to the campaign. This provides great viral aspects and has certainly helped in the more than 10,000 packages sent in the first week.
Check it out and maybe send your own message!
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