Challenge:
Develop an online campaign to support the introduction of the 2003 Subaru Baja focusing on educating consumers about the brand, helping drive sales leads, and gathering customer demographic and preference information for sales and marketing teams. Do all this within 5 weeks.

Solution:
Create a Web site to emphasize the vehicle's versatility and active lifestyle profile, through and online treasure hunt and sweepstakes. Include virtual auto show with interviews and video footage; site theme selector to allow consumers demo the Baja in customized lifestyle settings; an interactive image gallery; and online test drive sign-up.

Results:
Over 21,000 visitors registered for the Baja Quest sweeps and the site received over 8.8 million hits in the first few weeks. Over 2,500 advance orders and 14,000 brochure requests were submitted. User interaction with the site generated intelligence on the demographics, feature preferences, interests and locations of potential Baja customers. The campaign has also received significant industry recognition.

Technology:
The personalized Web site designed by our partner, Dustin Young, developed for Subaru Baja, puts users in charge of the user interface. Functional design for dynamic media means we believe that front-end and back-end technology should enhance the user experience seamlessly. We provide end-to-end technology integration that is efficient, scalable, reliable, and modular. The website featured:

• User personalization of the site look and feel via a theme selector
• Customizable Baja Quest & Ultimate Adventure sweepstakes
• Elimination of need to refresh page
• Content downloads at user request, reducing server burden
• Queued loading of content is predefined, not haphazard
• 360° modules seamlessly integrated — no refresh of pop-ups
• Text stored in XML database for hands-off copy changes
• Sweepstakes integration with backend for data capture
• Platform- and browser-agnostic implementation allowing just one development version