5 Brand Microsites with Excellent UX

Brand microsites deliver niche and sometimes topical content to target audiences. Unlike websites that people visit primarily to consume general information, microsites are built for more specific and current needs. They are also a wonderful medium for building a sense of urgency and driving online engagement.

Thus, while staying light in terms of content, microsites have to be ‘macro’ in terms of user experience (UX).

The most effective brand microsites abide by 3 golden rules –

  1. Stick to a defined and singular purpose
  2. Build everything around the user
  3. Deliver a memorable experience

Today, we have 5 brand microsites that embody these virtues in their design, development, navigation and overall UX. So let’s jump right in!

The Movekars

The Movekars by Aditya Birla Health, is a responsive microsite and home of a friendly next-door ‘virtual family’ who teach visitors how to stay active through easy workout routines. The navigation lets visitors choose a particular member of the family to workout with, each having a different set of six 30-second ‘moves’.

MovekarsHamari Pari

Hero MotoCorp’s Hamari Pari uses thoughtful storytelling and adorable illustrations to sensitize visitors about the importance of education for the girl child. Though sophisticated and immersive in its storytelling, the microsite enables the entire user journey in just a few scrolls.

Hamari PariEcopia

Bridgestone Ecopia tyres has a Google Maps enabled mileage calculator – an innovative UX for car owners who are unaware of the economical and environmental benefits that come with choosing the right tyre. Besides its sporty aesthetics, the microsite lets visitors enter vehicle and fuel type, destination, and current mileage to know exactly how much they could save with Ecopia tyres.

Ecopia#LightUpLoC

Launched around Diwali 2016, #LightUpLoC is an interactive microsite by ASUS for sending Diwali greetings to our brave jawaans, through virtual sky lanterns. The microsite delivers a surreal virtual environment; as the user launches a sky lantern, watching it float up with hundreds of others like it, headed to different points between Rajouri and Siachen on the virtually created LoC.

LightUpLoCCamlin Experience App

Camlin’s Experience app is a digital canvas that helps visitors experience Camlin products first-hand while creating their own art. The interface features drawing tools based on Camlin’s various art products such as sketch pens, crayons, pastels, water colours and others. It’s quite addictive and gives art lovers an opportunity to showcase their work on social media.

Experience CamlinPsst.. If you have an idea that could someday make it to this list, we are always looking for people with your set of skills.

The Infamous Social Media Algorithms

With most popular networking sites including Twitter, Facebook and Instagram moving from a chronological timeline to a ‘preference based’ timeline, social media has been questioning the filter bubble mechanism.

Earlier last year, networking sites began to implement algorithms that determine a user’s preference through post engagement, relationships with other users, historical data, and various other factors which are not very clear. A preference based timeline, according to these social networks, helps users by serving or ‘prioritizing’ posts. With this in place, users won’t miss out on the information they care most about – thereby improving their overall social media experience.

That being said, this is still in somewhat of a grey area, for now; people still want to decide for themselves what they wish to see on their social feeds. Many users, who treat social media as their window to the real world, see it as a threat to the unbiased nature of the medium.

Furthermore, with ‘fake news’ developing into a very real menace, a bigger question arises – are social media users trapped in an echo-chamber?

The Brand Equity Show on ET Now recently took a closer look on the impact of algorithms and #fakenews on social media’s credibility as a source of information, in conversation with Chaaya Baradhwaaj, Founder, BC Web Wise and other digital experts. Watch the video to learn more –

 

‘See Ganesha’ brings in our first Elephant at The 3rd Kyoorius Awards

And it’s a beauty!

Kyoorius

Blue Elephant for Art Direction in Digital Marketing – ASUS India #SeeWhatOthersCantSee – See Ganesha

What makes the recognition really special is that it’s our very first Blue Elephant (Art Direction in Digital Marketing).

Kyoorius

(From L-R) Rahul Patil – Animation Head, Mangesh Bhayde – Creative Director – Art & Design at bcwebwise, Koen Van Ovoorde, Owner at Adikt, Anthony Padayachi – Associate Creative Director & Elstan Rebello – Sr. VP – Sales & Servicing at bcwebwise.

Let’s call it conclusive evidence of the fact that God is in the details, because the idea that has brought the Blue Elephant award our way is See Ganesha‘ – a Ganeshotsav campaign from 2015 that expressed the devotion of millions of Indian households to the deity.

See Ganesha was a series of striking visuals shared by ASUS India on social media around Ganeshotsav to engage fans with the PixelMaster feature of it’s ZenFone 2 smartphones. The visuals depicted various naturally occurring and delicate forms of Ganesha in the tiniest sprouted pulses through macro-photography, asking fans to #SeeWhatOthersCantSee

See GaneshaRead the full story about the campaign here.

Well if God is in the details, his little angels have to be everywhere around us! Which brings us to the delightful Hamari Pari microsite for Hero MotoCorp‘s CSR initiative for the girl-child that was an in-book winner at Kyoorius. Based on the simple insight that empowering the girl child with education can improve the lives of those around them, HamariPari.com used an animated-narrative technique and adorable illustrations to tell the story of ‘Pari’ with every scroll.

Kyoorius

HamariPari.com, in-book winner (Animation & Illustration in Digital Marketing) at Kyoorius Awards

To add to our excitement on winning the award, Kyoorius pulled off an event that is probably among the most stylish and professionally organized advertising awards in India. The best creative work in recent times and who’s who of the Indian creative landscape packed inside a huge dome bathed in neon blue – it all made the awards night a magical experience!

Great work, great award, great party! With its 3rd edition, Kyoorius has definitely secured a place among the top creative awards and annual destinations for advertising professionals. And we’re just getting curious!