Springbox Reinvents Dell Lounge
Austin, TX — Apr 24, 2009
Interactive marketing agency Springbox has revealed a brand-new version of Dell’s entertainment website, Dell Lounge.com. Designed for pop culture addicts and the social networking-savvy, this constantly evolving site has been a Springbox project since its inception two years ago. The latest iteration marks its largest transformation yet.
Dell asked Springbox to redesign the site in a way that would appeal to its original fan base while broadening its appeal to Gen Y audiences. Springbox produced a design aimed directly at the target audience, leveraging a stylish color palette and a user interface. The design also allows room for Dell to promote new products on a platform that is close to pop culture and trends.
With SEO and UI in mind, Springbox restructured the site’s information architecture, incorporating its previous category-based navigation while introducing a tag-based hierarchy. The tags populate a clickable tag pool on the home page, which generates a results page of all featured content that carry the same tags.
The new Dell Lounge involves a number of collaborative efforts between Springbox and other entities such as VBS and The Sundance Channel, with more on the horizon. The Springbox team has also worked closely with Austin-based media agency Super! Alright! on creative execution and producing original, episodic content that will live in the site’s different content channels. A few of the initial content series Springbox took the reigns on, which included one-on-one interviews with musical artists and unique personalities.
“When Springbox pulled up the new site for me, I was simply awestruck,” says Lisa Martin-Louro, Music and Entertainment Digital Content Integration for Dell Global Consumer Online. “The Dell Lounge has evolved in so many ways — it’s amazing to see where it’s at today. The Springbox team is intuitive and passionately driven towards making this something special for Dell and everyone.”
Moving forward, the Dell Lounge will be at the center of a global effort to cross-pollinate Dell’s social platforms with its marketing initiatives to generate brand awareness. The Springbox team is enthusiastic about the opportunities that await Dell Lounge and the agency’s partnership with Dell.
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