Brett Malden aka "bmw"

Friendly’s: IwannaGoToFriendlys.com Microsite

Visitors create a custom avatar and then use this character to navigate through the fantasy Friendly’s Ice Cream Factory. Once inside the factory, each visitor is challenged to unlock doors and play games to earn points and compete to win special prizes. The site posts all scores to a universal display or scoreboard visible to an online community of loyal fans.

The creative intent and art direction posed a significant production challenge in that the virtual environment is a completely original concept, all hand-drawn, pencil on paper, then scanned in, colorized and brought into Flash for animation and placement. The site is updated monthly with a new game to keep the site fresh and to entice previous visitors to return often.

June, 2011 Update: The IwannaGoToFriendlys.com microsite was a special online promotion for 2010 and is no longer live, so we are no longer linking to it here. Please view the screenshots above to see the samples of the design work we did.

This entry was posted on Friday, June 3rd, 2011 at 10:03 pm. It is filed under Content, Portfolio and tagged with avavtar, branded content, Brett Malden, Brett Malden ECD, Brett Malden EP, Brett Malden Global Lead of Integrated Production, custom avatar, dynamic content, fan loyalty, Friendly Ice Cream Corporation, Friendly's, Friendly's family restaurants, friendly's ice cream, Friendly's Ice Cream Factory, friendlys.com, Interactive, interactive gaming, interactive kids games, iwannagotofriendlys.com, lets all go to friendly's, microsite, Online, online community, post scores, ugc, virtual environments, webiste. You can follow any responses to this entry through the RSS 2.0 feed.