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Web site templating
Case Study: Web site templating
Situation
Walt Disney Studios Home Entertainment approached ClickNow to develop a cost-effective way of building microsites for its catalogue of TV shows on DVD.
Disney was already familiar with ClickNow's design strengths as a result of award-winning Flash web sites we created for releases such as Sin City and Alias.
Solution
As a first step, ClickNow developed a custom templating solution that allowed the creation of Flash microsites at a fraction of their typical cost. The flexible design allowed for consistent presentation of key content (photo galleries, video clips, show synopses) while retaining the creative brand of each individual title. The sites drive consumers to different on-line retailers depending on location and licensing.
Next, ClickNow created a single destination site (tvondvdhits.com) where all television product is presented to consumers in one place.
Result
By combining stand-alone microsites with an aggregate product selector, Disney now enjoys the benefit of television show title searches (search engine optimization) and cross-selling and up-selling opportunities -- a viewer who searches for Desperate Housewives will be introduced to other popular titles purchased by Disney customers such as Grey's Anatomy.
The cost of producing microsites was reduced even further with the introduction of tvondvdhits, Disney's virtual storefront. Disney's back catalogue received on-line exposure that was previously missing, in turn driving even more DVD sales.
Copyright 2009 ClickNow. All rights reserved.
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