The world’s global leader in live entertainment. You can just imagine our digital agency’s enthusiasm when Live Nation tasked us with creating an interactive website design & marketing campaign. Live Nation’s summer concerts were about to get personal and sharable via millions of fans across social media.
For instance, we determined that for this new campaign to be extra sticky across social media. Therefore, the personalization and customization would need to blend incredibly well. As a result, the heavy lifting was within creating and sketching the various scenes of the interactive experience. And while achieving a balance of ease of use and high interaction. Most importantly, the short yet highly engaging journey of selecting musicians and concerts was at the core of the campaign.
The interactive website design and campaign provided users with a fun experience that combined illustrations and motion graphics. Animated elements and graphics were added in layers to create a distinctive look and feel. This included background patterns in a constant looping motion, iconography, selection options for musical genres, and short data forms.
Most importantly, the unique design helped highlight the musicians and musical genres available. For example, all of the interactivity quickly and elegantly captures the user’s information and allows for the personalization of a sharable asset. In short, at the end of the experience, the user is provided with his or her custom creation. a shareable Summer Concert Lineup in image formats ready to be shared with friends and family.
All campaign scenes were then fully developed and optimized for the web, but it was the web animation that truly brought this campaign to life. Unique design elements alone would not have provided anywhere near the same incredible effect as the memorable impact resulting from adding a layer of fluid animation.
Firstly, with a mobile-first design approach, we focus entirely on the mobile experience. For instance, working with considerably less space than on a desktop screen, we are constantly looking for ways to enhance optimization. Secondly, we want the experience to feel light and easy to use. In addition, everything must load incredibly fast! Balancing heavy web animation and fast load speed is definitely an exercise of technical expertise and artwork.