IHG – InterContinental Hotels Group
As the first Digital Experience Strategist for IHG, I helped set the northstar vision for customer-driven experience design. Using research and insights, we created a model to measure and improve the digital user experience across multiple brands, global regions and platforms.
The Coca-Cola corporate website needed a “refresh”, I was asked to re-imagine the digital experience as a dynamic content-driven platform. Using the “Liquid & Linked” strategy, our vision was to spotlight local market stories and unify branded content across social networks.
My team created user-personas and digital insights to guide the site’s voice and establish a unique point of view. We designed digital, mobile and tablet prototypes that brought the concept to life for executive buy-in. Once the project was “green lit”, we assisted with the RFP and agency selection process.
“Coca-Cola executives describe it as the most ambitious digital project they have undertaken.” — New York Times
Coca-Cola Expedition 206
With Expedition 206, I helped conceptualize the idea to send three bloggers to the 206 countries where Coca-Cola is served. The strategy to create local interactions on a global scale was kicked off with a crowd-source contest to select the young travelers.
The one-year mission was to visit every Coca-Cola market to find out what makes people happy. The project earned 1 billion organic media impressions globally and “furthered Coca-Cola’s goal of creating global programs that are locally relevant.”
“The world’s largest social media project.” — Advertising Age
- “Innovator of the Year” to Coca-Cola from Travel.Com
- “Best Global PR Program” in the PR News Platinum PR Awards program
- “Campaign of the Month” by PRWeek in January 2010
Focusing on the rich heritage of the 125-year old brand, I designed and developed the first official blog of The Coca-Cola Company. The site is often used as a best practice example for corporate blogging.
“It’s helped the Company to engage with our consumers in a very different way, a very personal way.” — Phil Mooney on NBC Nightly News
Coca-Cola Heritage Timeline
Working with our friends at Monumental Interactive, we created these iOS applications that take an interactive look at history of The Coca-Cola Company in popular culture. Freeworld developed the strategy, creative and content management.
Coca-Cola Retailing Research Councils
Freeworld reworked the digital presence for The Coca-Cola Retailing Research Councils. This global research group conducts studies on issues that help retailers respond to the changing marketplace.
The improved design and usability of the Arby’s Foundation website and improved event management tool resulted in a large increase of charitable donations for Big Brothers/Big Sisters.