NEW YORK The third quarter has been busy for digital@jwt, with the interactive unit of WPP Group's J. Walter Thompson launching six new or redesigned Web sites in the last two weeks.
One, for the Schick Quattro, introduces men to the new four-bladed razor using an animated product demonstration. The site (www.schickquattro.com) looks to appeal to 18- to 25-year-old men by partnering with FHM and ESPN.com for co-branded lifestyle and sports content. The lifestyle area offers reviews on entertainment, gadgets and games, while the sports section features a weekly contest and football previews.
The Web push precedes a national TV and radio campaign from JWT in New York due out in October that will carry the tag, "Power of four," and print teasers breaking tomorrow in The Wall Street Journal and USA Today.
Digital@jwt also has updated White Castle's Web presence, moving it from brochure-type fare to a marketing-driven vehicle. The site (www.whitecastle.com), which contains merchandise, nutritional information and a location finder, among other features, plays off of the hamburger chain's "What you crave" advertising from JWT in Detroit. Users can read testimonials in the "Cravers Hall of Fame" and watch recent commercials.
The i-shop also has launched new Web sites for the Melitta one:one java-pod coffee maker and United Healthcare. The former (www.1to1coffee.com) features a product demonstration, while the latter (www.myuhc.com) helps UHC members keep track of their healthcare and benefits information.
Digital@jwt started the month with an online campaign for the 2004 Ford F-150 pickup truck. The effort includes a micro-site, where Drivers Talk Radio host Rick Titus takes users on an interactive tour of the new model.
Several North America digital@jwt offices, including New York, Detroit, Minneapolis, Chicago and Toronto, contributed strategic, creative and technological resources for these jobs.