For the 2015 BBQ season Weber gave their customers more BBQ stuff than you can shake your spatula at. In this immersive experience, we invite consumers on a journey through BBQ cultures across the world; to discover, learn, and be inspired. Every chapter of our film introduces a new BBQ setting, and plays host to a multitude of interactive deep dives that reflect the mood, cultures, traditions of that particular place. A filmic peek into BBQ’s you might never experience combined with an immersive educational and entertaining interactive layer.
How do we engage more than 20 markets across the EMEA region with different cultures, traditions, market conditions and media behavior with one campaign? And furthermore provide the consumers with the opportunity to engage with the brand? And in addition doing so without a large scale media budget?
To create a genuinely deep engagement with the audience we decided to leverage the one thing that they all could relate to: their love for barbecuing. Therefore our ambition was to provide a number of useful tools, learning and inspiration for grill enthusiasts around the world.
We built a digital content platform combining cinematic storytelling with the more functional aspects of the digital world. With an immersive digital experience at the heart of the idea, Weber introduced a piece of innovative interactive storytelling. A piece that enables the users to immerse themselves into everything related to the art of grilling. From how to chose the right piece of meat, to the importance of timing visualized in an interactive environment making it possible for people to build on their grilling expertise in an engaging narrative.
Four months after launch, visitors for the platform has passed 600,000.
Each visitor on average spends around 4 minutes interacting with the content.
Based on its performance at Cannes we have high expectations that the Weber “Come on over” platform will prove to be Famously Effective work.
- Cannes Lions 2015 - Bronze & Silver Cyber
- The FWA - Site of the Day & Site of the Month
- Awwwards Site of the Month