A Fun and Effective Marketing Tool

To help support the U.S. launch of their new Gigabeat® digital music player, Toshiba America Consumer Products wanted a web presence that was completely different from their main corporate website. FutureMedia worked closely with Toshiba to develop a product-specific “microsite” that would provide product information and promotional items in a fun and exciting way.

Targeting a Specific Demographic

Unlike the main Toshiba consumer electronics site, which is visited by consumers from a variety of demographics, the Gigabeat microsite is specifically targeted to twenty- and thirtysomethings. These consumers are generally more comfortable with the “digital lifestyle,” and while they still demand that a website is informative and easy to use, they also respond favorably to more playful and engaging sites.

A Unique Interactive Experience

The microsite begins with a catchy animated musical introduction, which sets the stage for the fun to come. On the home page an interactive product tour shows off the Gigabeat’s most exciting features, while the Products section is highlighted by a user-controlled 360º view of a Gigabeat. For those interested in making a purchase there are two options: users can choose to search for specific models and compare prices at online retailers, or they can search by zip code for nearby authorized dealers.

Sticky Promotional Methods

To help generate sales of this new product, the microsite contains a variety of “sticky” promotional goodies. The Community section allows users to download Gigabeat-themed desktop wallpaper, screen savers, and Gigabeat backgrounds, which means visitors who choose to install these promotions will see the Gigabeat brand each time they use their computer. And for Gigabeat owners, free music downloads — in cooperation with Universal Motown — will help kick-start their digital music collection.