Clients
Crown Royal Television Site
In 2005, the Crown Royal brand team at Diageo of North America tasked ID Society, their interactive agency of record, and Sharpleft, an integrated marketing and video production company, with bringing the excitement of Crown Royal alive through a new video section of their Web site. The Crown Royal TV section offers video programming created by Sharpleft and delivered to all true Crown Royal fans through four online channels: Championship Racing, Royal Livin', Crown Worthy, and El Rey. Multiple shows and episodes are available through each channel.ID Society designed and created the player and the interface for Crown Royal Television using Macromedia Flash's recently enhanced digital video capabilities. This scalable solution delivers full-motion brand marketing over the Internet. The interface is designed to provide easy access to episodes, shows and channels which encompass the full breadth of Crown Royal's marketing efforts.
"Crown Royal television delivers a richer message than traditional television advertising, in an entertaining context that consumers will actually pay attention to," stated Jerry Knight, Brand Director. "Plus, it's far more cost effective to produce, and it leverages the investment the brand has already made in sponsorships and events. It's the smartest media spend we've made in years."
From a design standpoint, Crown Royal Television seamlessly captures the energy of the Crown Royal brand in a simple intuitive interface that keeps consumers tuned in. The channels cover news and events ranging from the BET Awards to the Nextel Cup Championship Racing, providing engaging content and behind-the-scenes action. More episodes and channels are planned for release throughout the year.
