PROJECT TITLE: Nintendo Kirby's Epic Yarn Media
CATEGORY: Rich Media
CLIENT: Leo Burnett
With the launch of a unique new Kirby adventure, the interactive campaign's goal was to match the look and feel of the fabric filled environment as closely as possible while creating an immersive and interactive environment for users to preview the game's highlights. This was achieved through a novel approach to the homepage take over. Traditionally, takeover units lay content over the existing page content but in this execution, the content was completely pulled away, revealing a themed full-page interactive hub for Kirby's Epic Yarn.
When user's arrives at the partner's website, they see a piece of yarn weave its way through the top of the page. At the end of the string, a small pull-tab appears and Kirby jumps up from the bottom of the page to grab a hold (a few nudges entice users to click on the tab).
Once the user interacts, Kirby pulls the string down cinching the entire website off of the user's browser window. Underneath, they find a hub filled with everything from flying bronto burts to patches that users can pull back to reveal video, pictures and interactive character transformations.
The homepage takeovers were complimented by a flight of expanding rich media units that gave user's control over Kirby's different transformations.
Each time Kirby took a new form, a clip from the game was showcased next to him.