Too many websites are a dead end for the mobile user. When it was time to design our new site, we thought building a Flash-based experience seemed backward. Mckinney.com offers the same robust experience no matter what device you’re using.
Durham, NC (Vocus) September 20, 2010
Launching today, the new mckinney.com is a website that begs to be seen on an iPad but provides the same full experience on any screen. Created entirely in-house, the site uses multiple progressive open source technologies to provide enhancements for both touch and mouse users. The result is possibly the best full video and touch screen, multiple-device experience of any site on the Web.
Officially debuting today, the site was beta launched by popular demand after a tweet at McKinney Art Director Nick Jones’ @narrowd alerted the industry to the plethora of agency websites in need of “TLC,” mobile style. The tweet, along with visits to http://www.narrowdesign.com, set off a storm of over 65,000 views in 24 hours. The site was posted and 30,000 more joined the conversation well into the morning, indicating the industry is ready for a new kind of agency website.
Mckinney.com Key Facts
New site’s structure includes touch-enhanced mobile, tablet and computer versions in one
- Traditionally, websites have offered a diminished experience for mobile users, with advertising agency sites being no exception. A sample of the research conducted on hundreds of the industry’s top websites at http://www.narrowdesign.com/future reveals the same message: users must have a mouse or the latest version of Flash for the full experience. (It’s ironic, considering agency audiences are some of the earliest adopters of touch screen technology.) Lifting the barrier between the agency and the very people it wants to engage, mckinney.com tailors the whole experience to all modern devices and browsers.
- Touch interactions like swipe and drag, typically restricted to apps, enhance the site’s user interface.
- Recent work, agency news, McKinney clients and its people welcome visitors. With a touch, click or a swipe, users can explore leadership pages, past McKinney work and other “beyond the reel” content.
- Every piece of content is easily shared to Facebook and Twitter.
- The home page also includes the Internal Battle, a conversation starter/polling station that invites users to weigh in on the topics McKinney is debating from technology (iPhone vs. Android) to social media (Twitter vs. Facebook) and from cultural trends (@KayneWest vs. @LadyGaga) to sports team preferences (Duke vs. UNC). A Twitter feed will accompany the Battle so visitors can see parallel, live chatter on the chosen topic.
Technology behind the site
- It uses CSS3’s hardware accelerated features on supported devices.
- A custom CMS was developed using Rails 3 to provide a high degree of agility with the content.
Brad Brinegar, chairman and CEO, McKinney
“With every opportunity, McKinney works to create belief and emotional connections between people and brands. The new mckinney.com is a powerful expression of our agency, our clients and our people. It defies the status quo of agency websites that operate more as gated communities with little consideration for the user. Our site says, “Come on in and, literally, touch the merchandise.”
Jim Russell, EVP, director of digital strategy, McKinney
“Too many websites are a dead end for the mobile user. When it was time to design our new site, we thought building a Flash-based experience seemed backward. Mckinney.com offers the same robust experience no matter what device you’re using. It’s like having the very best expression of McKinney in your pocket.”
“As the industry and the world continue to move toward touch screen technology, we wanted to be one of the first to explore these new technologies. Both nimble and portable, the site mirrors exactly how the agency is evolving: instead of a big team using a linear approach, the site was designed with a handful of people in a very fluid way.”
McKinney is an independent advertising agency focused on game-changing ideas that make extraordinary things happen. McKinney is reinventing the conversation between people and brands through the integration of offline, online and social media and through the relevant application of new technologies.
Founded in 1969, the Durham, NC-based agency’s clients include Coldwell Banker, Abbott Nutrition’s EAS, Gold’s Gym, Big Boss Brewery, Nationwide Insurance, Newell Rubbermaid’s Aprica, Nike, Partnership for a Drug-Free America, Qwest Communications, Sherwin-Williams, Travelocity and Brown-Forman Corporation. For more information, visit mckinney.com or McKinney’s blog at fivewords.mckinney.com.