"For anyone who's ever wanted to see their house destroyed by an alien invasion, here's the chance. It's well-executed and a great personalized (pre-privacy) use of Google Street Maps." —juror Kelly Goto
"A fun incorporation of personal information to deliver an over-the-top message." —Kim Rees
Overview: Bringing to life the notion that, no matter what happens, State Farm has its customers covered, visitors to ChaosInYourTown.com could simply type in their last name and street address to create a customized havoc-wreaking blockbuster starring the 30-foot-tall rampaging robot from the "State of Chaos" TV spot. Using Google Street View composited with CG and live action, the site dynamically generates a cinematic experience based on the actual position of roads within a half-mile radius of the user’s home—eventually leading the hulking automaton to its bombastic conclusion at user’s door-step.
• The site incorporated the rotoscoping of the Google Maps Street View API to create a wide-screen, 360-degree cinematic experience.
• A CMS intersects, aggregates and syndicates the various real-time data feeds and renderings.
• Overall the site exceeded expectations by a factor of 400 percent and in eight weeks achieved 800,000+ visits to chaosinyourtown.com, 30,345 new Facebook fans (a 21.2 percent increase), more than 19,000 social media and e-mail shares, and over 2.3 million impressions.
Comments by Joe Cianciotto:
What was the most critical component to the success of this project? "This was one of those projects that would have been impossible to achieve had the entirety of the communication mix not been concepted and executed by one agency. It was definitely a compelling testament to the strength of an integrated internal approach to a challenge. From a cost standpoint, leveraging the elements from TV and creating them at one time halved production expenses. From a planning standpoint, knowing what we needed for all mediums allowed the narrative to cohesively hold together. And, ultimately, from a creative perspective, having an intrinsic and intimate understanding of the concept and the ability to execute through digital allowed us to take one idea and paint it across various palettes and disciplines."
What would you do differently if you could start the project over? "We would definitely have created a version specific for mobile. Given the geo-positioning attributes of smartphones, having the robot not just come to your home address but to wherever you were standing would have been incredibly compelling."
