Resource Interactive Brings Home AD:TECH's "Best Use of Technology" Award |
COLUMBUS, OHNovember 18, 2004Resource Interactive claimed the coveted prize for "Best Use of Technology" at the 8th Annual AD:TECH Awards ceremony, held November 8th at AD:TECH New York, a three-day conference for 7,000 attendees representing the nation's top interactive advertising and media firms. The AD:TECH awards salute and help promote groundbreaking achievement in the creation, execution, and functionality of interactive advertising and marketing campaigns, technologies, and web sites. The "Best Use of Technology" category included all facets of interactive media technology used for online marketing. Judging criteria were the design of products, their effectiveness as a communications tool, their intuitive use, value to consumers, and innovative approach.
Resource Interactive's entry, the Limited Brands 2003 Annual Report, distinguished itself as a breakthrough communication experience. An elegant piece with a compelling, authoritative brand persona, the online annual report contains all the content of the traditional printed version, but it encourages users to dive deeper into specific details and initiatives, including exclusive video footage, webcasts, and rich narrative interactivity that cannot be accomplished with print media.
In creating the award-winning interactive annual report, Resource Interactive used the built-in video support of Flash 6 to provide seamless integration of video content and embellish navigational elements with full-motion effects. The agency also developed an intelligent asset-loading framework to preload content "behind the scenes" based on user selections, reducing perceived download time and limiting disruptions to the user experience.
For gathering insights into the usability and effectiveness of the online report, Resource Interactive incorporated a custom metrics tracking engine to record user intentions. The unique tracking engine determines popular pages and uncovers ways to better optimize the user experience, aiding in the transition Limited Brands eventually could make to an online-only version.
Resource Interactive Creative Director Christopher Barcelona said, "Of all the awards granted by Ad:Tech, we feel an enormous pride in having received "Best Use of Technology," as it captures one of the most important challenges facing us as an interactive agency for Limited Brands: to transform the print-based communication experience into a non-linear, customizable one that empowers the viewer in a unique way."
Added Resource Interactive's Executive Director of Creative Services Dennis Bajec, "The Limited Brands online annual report is one of the best examples of navigation that takes full advantage of the distinct properties of the digital medium. The viewer can glide along, then take a scenic detour of sorts to gather intimate knowledge of a subject, and never lose a sense of place or information hierarchy. This just isn't possible in any other medium."
About Resource Interactive
Resource Interactive is a top-ranked interactive marketing and technology firm that helps the world's leading companies plan, create, build, assess, and optimize the digital experience of their customers and other constituencies. We've helped companies such as Victorias Secret, Hewlett-Packard, Reebok, Bath & Bodyworks, Nationwide, Target, Apple, Burton Snowboards, Limited Brands, Endo Pharmaceuticals, and Restoration Hardware use their online channels to drive sales, reduce costs, create community, and deepen brand loyalty.
CONTACT:
Dr. Nita Rollins
Executive Director, Marketing
nrollins@resource.com