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Seven sites, one frameworkJohn Dewar & Sons had expanded their portfolio over several years, each product being presented independent of a cohesive portfolio. The challenge was greater online, where numerous experiences had developed. Each was different than the other, providing little brand continuity across the properties, resulting in an experience that didn't contribute to the full momentum of the brand. As the longtime digital agency for the brand, Shift was engaged to develop a new digital strategy for how John Dewar & Sons could resolve the online expression of "one brand, one message." Shift conceived and developed a Rich Internet Application-based framework, where consumers can seamlessly navigate between the innovative interactive experiences found in the master brand site, four individual products sites, one heritage site and one brand education site. The content experience is advanced and portable, including Podcasting, Mobile applications, Desktop Widgets and RSS. Content updates are automatically pushed to the user from the site's innovative content administration tool. |
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