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Martin Coady of VML Presents - The Cartoon Network - When Your Site Can't Be a Joke
When Your Site Can’tBe a Joke11.30.10
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA What we are looking for in a CMS •Can’t Limit Creative •Must Support key elements of ‘enterprise’ architecture •Must be easy to use for us and our clients •Must be easy to customize and extend •Must be easy to reuse work •Must be able to integrate with our client’s larger marketing ecosystem •Must have outside support We felt Drupal was a good fit against these criteria and we had two projects where we got to try it out…
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA 5Cartoon Network EMEAIn mid 2008 we were approached by the Cartoon Network in EMEA to dofullsite redesigns and implement an new CMS platform to power 11 of theirEuropean sites.They needed a system to support • multiple sites in multiple languages but that shared common elements • very flexible design on a per page basis that could be easily updated • easy to use for non-technical staff • integration with video services, games and ads • the ability to create a community for the usersBased on the success of the Pets.com community and the creative freedomand video integration from Manga.com we recommended the CartoonNetwork use Drupal as the basis for their new platform.
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA 8 My Cartoon Network VML redesigned the existing Cartoon Network website adding MyCN, a social The experience is optimized networking element for kids. through safeguards. Kids Members create a join personalized MyCN through a print-off account, add favorite videos parental approval form or and email. games, send MyCN friends Friends are added by e-mail messages, earn activity or a coins, printed form, members are and store trophies won by unsearchable and photos are playing site games. not used as avatars. Kids choose a favorite Cartoon Network character to represent them in MyCN reﬂecting the fun,
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA 9 Flexible Design Site is designed for each show to have their own This approach has theme or inherit from allowed the local the the core site countries to provide theme. local agencies/ freelance talent an easy framework to provide ‘seasonal and promotional’ designs throughout the year.
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA 10 Make all Content Manageable We set up the main ﬂash navigation element at the top of the page to be fully editable to allow them to easily add new shows or update one of these three elements
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA Make all content and functionality manageable -- leveraging the success of the Cartoon Network •HNTB •Constellation Brands •Kansas City Art Institute •Collective Brands •Gavilon •Y&R
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA Why limit our reuse of this functionality to Drupal Sites -- moving Drupal beyond site management •vml.com - managing content in a non- Drupal site •LG Fame Us - managing content and functionality in a non-Drupal site •WIP - video solution provides integration with a CDN/Streaming server •WIP - Administration for content in Facebook applications
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA 21LG Fame UsLG mobile division created a contest and sweepstakes giving away$50,000 cash, freephones and loads of prizes to anyone willing to submit their reenactmentof the Fametheme song or, (for the more camera-shy) those willing to judge othercontestants on theirSubmission.The end result was a true-to-life web experience that the NY office isproud to confirmcaptures the look, feel, and sounds of New York City while authenticallyintegrating thecelebrity characters our youth audience wants to engage with.To support this initiative we implemented the following, • Contest submissions including video upload • Contest workflow including acceptance, rejection based on age and getting parent approval if necessary • User promotion of their submission through a variety of social channels • Email notification and moderation tools for site administrators
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA Innovate on the front AND back end of your site -- Drupal as an agency friendly marketing platform Based on its flexibility and the ease of reuse Drupal is becoming pervasive throughout our organization • We continue to add clients to our list of Drupal users • We power over a dozen internal sites using Drupal • All of our pro-bono site work is now done in Drupal • Our agency within an agency, Version, that focuses on SMB has made the switch to being a Drupal shop • We continue to leverage functionality from all of these engagements and use it on others • We continue to package what’s universal and contribute back
When Your Site Can’t be a JokeCase Study - Cartoon Network EMEA Efficiency starts with a commitment to always try to •Manage all content through the platform •Use the platform to implement or integrate functionality •Repeat Questions?