Normally, our job is to find an idea within a brand and bring it to life
New York, NY (Vocus) July 20, 2010
ClearMetrics™ has launched Woody Allen’s official web site, WoodyAllen.com today. The launch is made in conjunction with the audible.com release of The Woody Allen Collection, a compilation of 68 recordings of his stories, read by the author.
The idea to record Allen reading his work for a new mobile audience came to life when ClearMetrics™ President and CEO David Ferguson had an insight: Whenever he read Woody Allen’s work, he heard Woody’s voice in his head.
Ferguson had his work cut out for him getting Woody to go online. An aficionado of mono sound, Allen only released his first film with a stereo soundtrack, Cassandra’s Dream, in 2007.
ClearMetrics™ approached Allen with the idea, helped facilitate the deal with audible.com, and developed a branded page at Amazon.com (audible’s parent company) to highlight Allen’s books, movies and recordings.
WoodyAllen.com was developed as a way to let fans know about this and future projects. However, developing the brand involved clearing some hurdles.
The first hurdle was that Woody’s fans had already given him an online presence. Dozens of Facebook groups and Twitter accounts were using Woody’s name and likeness, while the domain WoodyAllen.com was held by two Icelandic college students. Fortunately, they all wanted to see more of Woody on the web, and ClearMetrics™ was able to help secure the online properties necessary for Allen to reclaim his own voice in the medium.
“Normally, our job is to find an idea within a brand and bring it to life,” said Ferguson. “Here, we had to do the opposite. We didn't have to add anything to the arc of the brand. We had to step back, pare away everything that wasn’t Woody’s identity, and let his work speak for itself.”
Visitors to WoodyAllen.com can listen as he reads snippets from The Woody Allen Collection, and navigate to audible.com or iTunes to download the work. The site also links to an Amazon store where visitors can buy a full assortment of Allen’s films and books.
“We’re really proud that we were the agency that Woody trusted to unveil his brand in the online space,” said Ferguson.
Woody seems to be pleased with ClearMetrics’™ online brand and project development, though he is not a technology person and doesn’t own or know how to operate a computer.
ClearMetrics™ is a full-service digital marketing agency that delivers exceptional ideas to market companies and their brands online and offline. We start by using rigorous analytics to generate key insights. Then we apply sharp, creative thinking and our deep technical expertise to apply our findings in fresh, powerful ways. A ClearMetrics™ idea can help your company find, get and keep lifetime customers. Visit us online at http://www.clearmetrics.com.