TLC Games For Grown-Ups Microsite

Agency:
The Martin Agency

My Responsibilities:
Producer, Technical Lead, and Technical Project Manager

Project Description:
In the summer of 2007, The Learning Channel launched a groundbreaking gaming site. The purpose: invite its 30-something viewers to take a different look at the various stages of their lives. The site allowed TLC to create a deeper connection with this target audience - who are spending more time online and less with traditional media like television. The games, which covered topics from dinner party fights to chasing down your kids in the grocery store, took daily challenges familiar to their audience and translated them into realistic, if not slightly sensationalized, high-energy brand experiences. In spite of limited media support on TLC and TLC.com, the site was a runaway success, garnering almost 1,000,000 game plays within the first six weeks of launch.

My Contribution:
Lead the development of a game portal site to support TLC’s preexisting Life Lessons campaign. Site composed of user login, 11 unique flash games, leaderboard system, and sweepstakes component.

Involvement:

• Estimated and managed project budget.
• Interfaced with client’s technical team.
• Developed project business requirements, functional requirements, test cases, and scope documents.
• Lead the development of system architecture.
• Oversaw technical development of the site.
• Collaborated with print and broadcast producers.
• Secured and managed outside development vendors.
• Developed and implemented site tracking and analytics plan.
• Coordinated the integration of Discovery Networks ad serving technology.

Results

• Reached nearly one million game plays in two months.
• In one month, average time spent on site was higher than 70% of other Discovery Network channel websites.
• Reached nearly 15,000 users registered for the leader board in one month.

Awards

Richmond Ad Club Show: Best in Show (Interactive)