1-800-flowers
summer initiative concepts d.1
A/B
banner copy --> interactive landing page--> site
Goal:
get people to send flowers between big holidays
CONCEPT
ONE
(top
level)
in
just 12 seconds>
(questioinnaire
on landing page with images)
Pick
the statement the most applies to you:
O
IÕve been a very bad boy.
O
IÕm thinking about being bad. Wondering how to convey that.
O
IÕm one of those guys who knows women. ItÕs what I do.
O
CanÕt divulge my reasons. Trust me, I have reasons.
O
Code Orange! SheÕs acting a little weird. I have no clue why.
(each
selection takes user to level 2Ñsee next page)
Concept
one, continued.
(Second
level.)
(user
has selected: IÕve been a very bad boy.)
(gets
new message)
Hey,
nobodyÕs perfect. Send her these for no reason and redemption is yours.
Just donÕt push your luck.
[link
goes to a suggested arrangement with option to go to site for more selections]
Send
flowers.
(You
know why.)
1-800-flowers.com>>
¥
(user
has selected: IÕm thinking about being bad. Wondering how to convey that.)
(gets
new message)
Why
do you think sending flowers is a time-honored tradition? Women love it. DonÕt
try to figure it out, just send her these. Then turn on the charm.
[link
goes to a suggested arrangement with option to go to site for more selections]
Send
flowers.
(You
know why.)
1-800-flowers.com>>
¥
(user
has selected: IÕm one of those guys who knows women. ItÕs what I do.)
(gets
new message)
OK,
love boat. Work your magic. HereÕs our pick for a quickie. Feel free to
shop around if you have the time.>> (to site)
[link
goes to a suggested arrangement with option to go to site for more selections]
Send
flowers.
(You
know why.)
1-800-flowers.com
¥
(user
has selected CanÕt divulge my reasons. Trust me, I have reasons.)
(gets
new message)
Sure,
no problem. None of our business. What did you do, you pig? Email your story to
us, we could use a good laugh. Meantime, send her some flowers. These
might do the job.
[link
goes to a suggested arrangement with option to go to site for more selections]
Send
flowers.
(You
know why.)
1-800-flowers.com
(user
has selected: Code Orange! SheÕs acting a little weird. I have no clue why.)
(gets
new message)
DonÕt
make any sudden moves. It could be hormonal, but maybe youÕve done something
that has hurt her feelings. She has feelings, you know. Send her these and
watch your step. She knows where you live.
[link
goes to a suggested arrangement with option to go to site for more selections]
Send
flowers
(You
know why.)
1-800-flowers.com
¥
CONCEPT
TWO
(top
level)
Want
to learn a secret about women?
(second
level)
Terms:
(third
level)
You
can only tell one of your best buddies this one. So just type his email address
here: (box for email address)
(copy for email to buddy) Hey. Check this out. If you
follow
that weird female logic, this makes sense. IÕm
trying it. Let you know
how it goes.
Learn
one of the best kept secrets about women now.
(this
link sends original user to fourth level; sends his buddy to the top level for
viral marketing)
(reveal
next levels sequentially)
(fourth
level)
I
have read and agreed to the terms of this guarded secret.
(fifth
level)
I
have only shared this with one of my buddies
(sixth
level)
I
wouldnÕt kid about a thing like this. For the love of god, please tell me!
(seventh
level)
OK,
OK. HereÕs what you need to know about women:
For
best results,
Send
flowers (for no
reason.)
Repeat
as necessary.
1-800-flowers.com
CONCEPT
THREE
(top
level)
For
best return on your investment,
Send
flowers (for no
reason.) (they can link to site from here or keep going)
Repeat
as necessary.
(second
level-calculator)
Calculate
your expenditures on things that offer you a crappy return on your investment.
(user
selects from the following items, each of which shows a certain $ amt. on the
calculator. A comment about ROI also appears for each one selected.)
O
Graphic novels $2-1,000 comment: (Dude. How old are you?)
O
Smokes $5.00 comment: YouÕre
an idiot.
O
Guitars $200-3,000 ea. comment: Owning more than one
doesnÕt make
you play better.
O Drinks with the guys $27-300 comment: You might want to
diversify.
O
Spoiling women
$35-99
comment: YouÕre a smart man.
(third
level)
For
best return on your investment,
Send
flowers for no reason.
ItÕll
be a pleasure doinÕ business with her.
1-800-flowers.com>>
(link
goes to site)