The Skinny Cow brand in 2012 is all about recharging committed fans to live deliciously – as part of the 'Delicious New Year' campaign – with primary goals of driving awareness, buzz, and trial. New Year's resolutions tend to be about sacrifice; however, Skinny Cow is all upside (tastes great and lower calories), so Skinny Cow is encouraging fans only to live more deliciously and share their resolutions with others. So as part of the Delicious New Year campaign, the brand has developed an interactive “Resolution Wall”, where Skinny Cow fans can post and share their 2012 Delicious Resolutions. Fans will be able to post one resolution per day. They can choose their own font and theme for their post. They can share their personal resolution online and explore, sort, and 'like' other resolutions submitted by fellow fans. As an extra “surprise” element, Skinny Cow will award a special offer to the first 15,000 people who post to the wall. The microsite was created with a mix of HTML, CSS, a heavy dose of JavaScript, a side of Google Web Fonts, a touch of CSS3 and utilizes Facebook's Open Graph protocol.
Advertising Agency: Smith Brothers Agency, USA
Executive Creative Directors: Lindsey Smith, Bronson Smith, Brian Moore
Senior Designer: Joel Dinkel
Copywriter: Marissa Calfe
Director of Development: Jason Head
Front-End Developer: James Acklin
Back-end Developer: Aaron Riley
UE / IA: Amy Burke
Publicidad online "2011 Resolution Wall" hecho por la agencia de publicidad "Smith Brothers" para el producto: Ice-cream (marca: Skinny Cow) Estados Unidos. Fue producido en ene 2012.
Promoción, Estudios de casos