Earlier this year, as one of Draftfcb’s trusted technical partners, we were commissioned with the build of a website which was part of a digital marketing campaign to boost traffic to the Jamaican Tourist Board with a’ Dad Dancing’ online competition. The main feature of the Dad Dancing site was it’s integration with the YouTube API; we created a custom skin and customised the YouTube player API to make it chromeless (enabling the player to create their own controls). Once all the HTML and javascript coding of the site was done, our expert front-end developer finished the skinning and integrated the Google tracking code so that the site traffic could be monitored easily by our clients.
The Dad Dancing online competition to get more families interested in booking holidays in Jamaica was pretty successful as they’ve achieved a 40% increase in booking enquiries since the campaign started. Pretty impressive stuff and not a bad ROI for a total budget of £16,000. To see the full case study written up by Draftfcb’s marketing director Laura Holme read on here.
We have since learned that the Dad Dancing site won the Best Consumer Campaign in the MAA Best Awards 2011. Congratulations to the wonderfully creative Draftfcb team in London!
http://www.guardian.co.uk/best-awards-2011/full-list-of-winners-best-awards-2011
