Tricking out a brand

There are few things that are as much fun as breathing fire and creativity into an established brand. We had an opportunity to do this recently and I have to say that the end result is pretty damn cool!

Singularity Design recently launched Tricked Out Mouse, an interactive promotional microsite for Kensington Computer Products Group. The site lets visitors "trick out" a boring, beige, two-button computer mouse as if it was a wild hot rod. They can pick a paint job, wheels, headlights, ground fx, roof accessories and various other customizations. From there, they can pick a backdrop, and a set of tunes to play and then name and save their creation to display to the world.

To make this a more compelling marketing vehicle, we tied in a prize giveaway featuring Kensington products. The key here (and to really effective online branding) is to really tie the concept, message, execution and supporting details to the brand identity and business objectives. I like to think of it as a layering process. The more layers you add that reinforce the brand identity (carefully blended), the more clearly that identity will transfer to the minds of the consumers.

The site launched in December, and it has received visitors from over 75 countries (all of whom are now more familiar with Kensington's brand), received great feedback from end users and industry experts alike, and been featured on industry sites like Ads Of The World and NewsToday.

Visit the site at http://www.TrickedOutMouse.com/