Behind The Redesign: Virgin.com Mixes Social Activity And Lead Generation

ADVERTISING AGE — The total overhaul of Virgin.com had two equal goals: lead generation and social activity. This weaving together of corporate content and user-generated content called for a distinct creative approach that skewed a little more toward e-commerce/online review sites, such as Apple.com, chow.com and even Amazon.com. The key differentiating factor, of course, is that you are not actually buying anything on Virgin.com. Today, the new Virgin.com lets consumers learn about Virgin the company, coupled with social tools for real-time dialogue, from rants to raves. Bringing it all together is the consistent presence of company founder Richard Branson. Here's how we did it...