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Creating an art movement from scratchIn parallel with the development of the Rubi Rey web presence, Shift was asked to take a lead role in planning and execution of a digital activation effort for the Rubi brand. At the core of this strategy is the concept of a curated, user generated art movement--out of that idea, The86Collective was born. Once completed, the site included exclusive works by digital artists, consumer-generated work from site visitors and a series of tools allowing even the most casual visitor the ability to create their own art to share. During the life of the program, the site also served as a central point for event information and RSVPs. Finally, this was one of the first socially-aware sites in the Bacardi portfolio and included the ability to share any asset through Facebook, Digg, Yahoo! Buzz and others. |
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