Rover.com
Brand Launch and Digital Hub
Challenge
Successfully breaking into a target market requires brands to entertain, engage and inform in a way that gets consumers talking about and interacting with their products regularly. BLITZ worked in collaboration with Clearwire to establish its hip, new brand, Rover, the nation's first pay-as-you-go 4G mobile broadband service.
Solution
Knowing that Clearwire was targeting a young, tech-savvy demographic, our strategy was to build an interactive digital hub that focused on the “Rover Lifestyle.” We first established a casual written language and visual design style for all Rover.com components, product packaging and promotional material. We also directed photo shoots of consumers connecting to friends and fun while on-the-go with Rover as a way to show its ease of use, versatility and social elements.
In developing the hub, our goal was to combine the utility of e-commerce, online support and social networking—a one-stop shop for everything Rover. Users could purchase new devices, live chat with reps, check out upcoming Rover events, stream the latest buzz from Digg and share their Rover experiences by posting media on YouTube. To encourage user participation, Rover.com offers an eclectic mix of badges that subscribers earn depending on how and where they use their devices, such as recruiting followers on Facebook or connecting from a beach city.
Results
The sharing capabilities on Rover.com offered entertainment, encouraged interactivity among all users, revealed Rover’s versatility and promoted the idea that Rover enhances the fun factor of life. This interactive digital hub successfully showcased the benefits of Rover—whether for work, play or socializing—and introduced visitors to life @ 4G.
“BLITZ instantly understood the challenges in bringing our product to market, and delivered a deeper engagement and an exceptional experience that maximizes our chance to build an entire Rover community.”
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