The new Abreva.com was launched in January 2008 as a means to both enhance the brand‘s overall web presence and to consolidate the brand’s previous family of web properties into one integrated site.
The core challenge arose in trying to communicate effectively to the brands varied target segments through one channel. The solution created by Brunner Digital was to develop an on-screen guide to help users navigate through the site's wealth of content and to help direct each of the brands three core target segments to the information most relevant to their interest set. In an effort to integrate the site into the brand's 360 marketing efforts, the role of the on screen guide was cast with talent from the brand's current on-air TV spot.
In addition to interactive video, Flash-based navigation and a wealth of informational content, the new Abreva.com also provided the perfect venue to launch Abreva's Kiss It Forward program- right in time for Valentine’s Day! A viral marketing campaign developed by Brunner Digital, Kiss it Forward allows users to send e-Kisses to their friends and family. Each kiss that a users sends or receives is then recorded and tracked via a custom built Flash-based application called the Smacker Tracker. As an added benefit, for each kiss sent through the program Abreva donates $1 to Operation Smile.
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