WINNER!
THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2017 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT
To: Sudden Industries
For: Magic Tree House
Award: Best Publishing Mobile Website
Click here to see entry creative
About the Entry
The Magic Tree House is an American series of children's books written by American author Mary Pope Osborne and published by Random House Children’s Books. The first Magic Tree House book was published in 1992 — introducing the world to Jack and Annie, a brother and sister who discover a magical tree house filled with books. Since then, the magic tree house has whisked Jack and Annie — and lucky readers — on many more adventures through time to different places around the world. Sudden was chosen by Random House to help reboot the brand and upgrade its digital efforts, including a new site and games that promote their large catalog of Magic Tree House books.
We wanted the new Magic Tree House site to reflect the efforts that Random House had been making to market the series of books to an audience that had become sophisticated as the brand had matured over the last 25 years. That meant a cleaner, bolder site that was responsive for mobile delivery across a variety of devices. Overall brand assets and style guides were simplified and slightly modernized, without losing the charm of the established brand. And many of the existing web assets were redesigned or upgraded to reflect this subtle brand changes as well. Most importantly, as the pre-existing Magic Tree House site already had a very large gaming audience of registered members, we needed to find a way to retain that audience as we created new games and updated older ones. Sudden created a new mission-based approach to the game that allowed Magic Tree House fans to “travel the world” like Jack and Annie, and earn rewards and “passport stamps” for their successful missions. This same type of mission-based game logic was also used to support an in-class reading rewards program, Kids Adventure Club, where children were rewarded with unique, real-world prizes based on the number of chapters read across multiple Magic Tree House titles.
We wanted the new Magic Tree House site to reflect the efforts that Random House had been making to market the series of books to an audience that had become sophisticated as the brand had matured over the last 25 years. That meant a cleaner, bolder site that was responsive for mobile delivery across a variety of devices. Overall brand assets and style guides were simplified and slightly modernized, without losing the charm of the established brand. And many of the existing web assets were redesigned or upgraded to reflect this subtle brand changes as well. Most importantly, as the pre-existing Magic Tree House site already had a very large gaming audience of registered members, we needed to find a way to retain that audience as we created new games and updated older ones. Sudden created a new mission-based approach to the game that allowed Magic Tree House fans to “travel the world” like Jack and Annie, and earn rewards and “passport stamps” for their successful missions. This same type of mission-based game logic was also used to support an in-class reading rewards program, Kids Adventure Club, where children were rewarded with unique, real-world prizes based on the number of chapters read across multiple Magic Tree House titles.
Award Credits
Contributors:
CEO/CCO: |
Bob Holmes |
Lan Wong : |
COO |
Joel Mellin: |
Head of Technology |
Rhys Warburton: |
Project Manager |
Alen Balja: |
Tech Lead |
Dragan Grubesic: |
Designer |
Sandy Hong: |
Designer |
Alison Folino: |
Executive Producer/Random House |
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