Welcome to the kind of project that can be undertaken only by a short-attention-span, A-type lunatic with a proven ability to make stuff happen.
The goal was to create a new social media network for anyone involved in active outdoor, human- and/or gravity-powered sports. The core customer: a young adult male hungry for skiing, snowboarding, camping, hiking, cycling, paddling and/or climbing. Beginning with the logo and moving into concept consolidation, web design, content, business plan, promotional materials, phone messages, videos, and even graphics for a crazy, Swiss-built 6x6 military surplus truck.
PlanetDo. "Uniting a world that can't sit still."
Part of making PlanetDo come alive for prospects and investors was the launch of DoVision. This no-budget guerrilla TV operation went on location at all kinds events for the active outdoor community, from product segments shot at the SIA Snowshow, in Denver to documenting the mayhem at the annual Canyons Resort Pond Skimming event in Park City, Utah. All of the resulting videos--reflecting a true seat-of-the-pants, devil-may-care sensibility--are seen at DoVision's "Hucking Off Point" YouTube channel. The result? over 10,000 viewers before PlanetDo.com even entered beta. Park City TV was also quite happy to accept these ridiculous segments for broadcast on their network.
Promotion that doesn't look like promotion. When it was time to turn to actual marketing, a hard sell was out, Instead, PlanetDo videos that were fun, irreverent, and most importantly, invited viewers to play along. And guess what? They did.--to the tune of 16,000+ in the first week.
PlanetDo gave away swag, threw it into crowds, even exchanged it for free pizza. Stickers, window clings, T-shirt, even a 6x6 former Swiss military vehicle were all part of the guerrilla attack on the active outdoor community. Everybody wanted some and they all got it. And PlanetDo got thousands of eyeballs without a cent spent on media. (Parking a three-ton truck in the center of the action never hurts.)
Some websites have the luxury of simplicity. This is not one of those sites. The functionality of this site is staggering. It's designed to keep a highly active audience in one place for an extended time watching videos, exchanging trail tips, reviewing gear, chatting, messaging and shopping. The overriding challenge: make it an online party without creating a mess.