Controlled Marketing Experiences

Toshiba’s new HD DVD players have been their most important product launch since they released the first DVD player in 1997. With intense competition, even over the very nature of the technology inside, Toshiba needed their marketing messages to be tightly focused and to carry great impact. To meet these goals, FutureMedia developed the HD DVD – A Defining Moment microsite.

Targeting a Specific Demographic

Unlike the main Toshiba consumer electronics site, which is visited by consumers from a variety of demographics, the HD DVD microsite is specifically targeted to home theater first adopters and others watching the brewing format war. These visitors are generally more knowledgeable about “techy-gadgets,” and are excited about the prospect of trying something new. On the other hand, its just as important that the site not intimidate less knowledgeable visitors, who may still be interested in receiving the new players’ benefits.

A Theatrical Introduction to the Product Line

Users who wish to learn more about HD DVD may choose to view the Defining HD DVD video. Originally, this video was a stand-alone teaser that helped promote the product prior to the final website going live. Produced completely in-house, this beautifully animated and narrated introduction to the format provides an overview of the new technology, and stresses how it will improve your home theater experience.

Versatile Promotional Opportunities

The microsite provides Toshiba with a variety of ways to promote both the technology and their products: News highlights panels are available on most pages and can showcase related products, important product news and awards, or any thing else that users may find helpful. Product information is database driven, and is modified automatically as products are added or removed from the line.