Springbox Breaks Ground on Dell's "Explore and Learn" Microsites and More

Austin-based interactive marketing firm Springbox is helping Dell orchestrate a broad initiative for enhanced consumer education across business lines. Springbox is creating consumer-focused “learning centers” that offer rich educational content in an easy-to-use format on topics such as planning your home theater, setting up a home network, selecting a GPS unit, and getting the most out of your printer. The agency is also looking at ways to combine learning content into customized, solutions-based purchase paths to meet the needs of other customer segments, such as small business.

These offerings mark a new course in Dell’s online strategy: using customer goals as the jumping-off point for exploration of Dell products. For Springbox, this means focusing on lifestyle considerations, pain points, or other motivators that drive people to incorporate new technology products into their lives, and providing content at the right level, place, and time to support their decision-making processes.

The first of these offerings to launch will be the consumer-focused Explore & Learn centers. “Dell has a need to create an online destination where customers learn about technology and empower them to engage with PCs and consumer electronics with greater confidence,” says Dell Home and Home Office Online Producer Sarah Valenzuela. “We want to be their trusted technology advisor, and ultimately, to help them get more out of their technology experience."

“Springbox has a great track record of working with Dell to make their strategic marketing goals a reality,” says Springbox co-founder Dan Isaacs. “This allows us to be both a resource and a partner in building more successful customer-focused offerings.” In its three years of existence, Springbox has produced several large-scale products for Dell, including the Dell Lounge, HyperConnect, and a redesign of its HyperConnect information applets.