Overview
As design manager for Scripps Networks Interactive, my job was to lead my team in a direction to simultaneously draw attention to the ad campaign and branding already created by Crown Royal to the Food Network site, while maintaining the site’s integrity and overall feel. We worked to create a tablet friendly pushdown advertisement and a half page unit to appear on the Food Network’s homepage.
Touch This
The desktop experience of this pushdown ad includes a hover element to help engage casual Food Network consumers, while tablet users receive all the same content utilizing tap to expand functionality. This interactive ad adjusts automatically on tablet to whether the device is in portrait or landscape mode. We also designed a 300x600 half page ad unit to appear below the page fold as a second opt in.
Convergent Branding
With a brand like Crown Royal, it is important to maintain their already achieved branding and name and make it mesh with the branding of Food Network. We were able to do just that, fluidly and flawlessly, by using the campaign visuals supplied by Crown Royal and creating a seamless ad that brought users to engage not only the Food Network site, but also Crown Royal’s.
