Threshold Interactive | NEWS
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11.09.09 | Good Eats for Lil' Nestlé Fans
Life can be overwhelming for new parents, especially in those first few months. Gerber® approached Threshold looking for a solution to make life a little easier for these parents by creating a robust Menu Planner.
In partnership with Gerber, the USDA database and several Nestlé nutritionists, Threshold developed an Enterprise Application Software (EAS); allowing nutritionists to manage information on thousands of foods, also allowing users to create custom nutritional menus, based on your child's age and development. Curious about what a "supported sitter" eats? Find out now! -
11.05.09 | Top of the AdAge Charts
This week was another great week on the Butterfinger ARG front. After the sweet success of "Dude Where's My Bar", the Butterfinger Alternative Reality Game starring Seth Green, Threshold's work shot its way up the viral charts. AdAge pegged this key viral video produced for the campaign at number 2 on The Visible Measures Top 10 Viral Video Ad Campaigns Chart. According to AdAge, the chart focuses on "brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements." Although the campaign is officially over, the numbers continue to rise.
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11.03.09 | Two Awards for Pistachio Health!
PistachioHealth.com was awarded both the Consumer Goods Standard of Excellence and the Food Industry Standard of Excellence awards by the Web Marketing Association. The site received high marks for credible content, skilled copywriting, site design and ease of navigation. Just another example of how we get cracking by flexing our online marketing savvy (with jazz hands).
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11.01.09 | Seth Green Gets His Bar Back
After 4 weeks, over 3 million video views, 750,000 Facebook App downloads, 3 million twitter followers, 276,000 games played and well over 124 million media impressions, Seth's lucky vintage Butterfinger bar was found. Yes, the "Dude, Where's My Bar" Alternative Reality Game that Threshold wrote and produced for Butterfinger was a smashing success. Now Seth Green has his bar back, and the winner of the contest has won a solid gold Butterfinger bar to put up on his shelf next to his bowling trophies. This campaign brought new meaning to the tagline, "Nobody's Gonna Lay a Finger on My Butterfinger." The games can all still be played through the end of November at www.dudewheresmybar.com. Play on!
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05.07.09 | Nestlé University Goes Social
Threshold was honored this week by Nestlé USA, having been requested to work with their Nestlé University team in the development of a Social Media syllabus. Threshold couldn't be happier to help Nestlé, the world's largest food and beverage company to further their business and marketing goals by educating and training its brands and business units in the effective use of social media. We think this is definitely something worth tweeting about!
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05.07.09 | Digital Hollywood Panel
On May 7th, John Montgomery spoke on the panel entitled: The Advertising Platform: Advertising Innovation! Broadband, Mobile, In-Video, In-Game, Social Networks, Blogs and Podcasts. The focus was on "where" and "if" advertising works in a social network environment.
When asked, "Who controls brands? Consumers? Marketers?" John Montgomery answered, "Companies create brands. Consumers help SHAPE brands. The process is usually started with some internal ingenuity and behalf of the company, and many times, after listening to their consumers needs, desires and perceptions. But, when it comes down to it, consumers tend to create trends, not brands." -
04.16.09 | Launch of Pistachio Health.com
Threshold was tasked by Roll International to create a web destination with cross-appeal for both consumers and nutritionists about the health benefits of pistachio nuts. The site is part of a large industry wide effort to provide expert medical and health advice on pistachios. Coincidentally, when the pistachio recall due to salmonella hit, Threshold reacted very quickly and helped Pistachiohealth.com become a crucial resource for consumers, leveraging our social networks to get the word out.
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04.14.09 | A Webby Nomination!
On April 14th, Threshold Interactive's work on the Space Chimps website was once again recognized by the industry. The site was nominated for a Webby Award, the leading international award honoring excellence on the Internet including websites, interactive advertising and online film and video.
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03.29.09 | New York Times Article
On March 29, 2009, Al Cadena, Account Director and Social Media expert, was quoted in the New York Times Business section cover story on the growth of Facebook written by Brad Stone. See here for the complete story: http://www.nytimes.com/2009/03/29/technology/internet/29face.html %3F_r%3D1%26pagewanted%3D1
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02.13.09 | The Advertising Show
John Montgomery, the Executive Creative Director for Threshold Interactive, was interviewed on The Advertising Show, America's only globally distributed weekly program focusing on marketing, advertising, branding and media. The Advertising Show reaches a global audience with more than 25% of show listeners originating throughout Europe, Asia, South Africa, Oceana and South America. Recap and interview can be heard at this link: http://www.theadvertisingshow.com/en/art/1239/
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02.01.09 | KickApps Social Network Seminar
For the past three years, Threshold's team has built and continued evolving a bustling social community on the Bonnaroo Music & Arts Festival website www.bonnaroo.com. The KickApps powered community allows people from around the World to meet fellow Bonnaroo fans and attendees, share stories about their experiences at the festival, upload videos, photos and audio files, and engage in discussions about upcoming and past performances. John Montgomery was invited as a guest speaker at the KickApps seminar to discuss how KickApps helped transform Bonnaroo.com from a once a year destination into a 365-day-a-year website.
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01.13.09 | Bonnaroo 365
In January, the Grammy-nominated Raconteurs kicked off a new online concert series to launch BONNAROO 365 on Bonnaroo.com. This new feature on the site represents a technical collaboration between Threshold Interactive and Ooyala, a leading online video provider. The new, video-driven Bonnaroo initiative offers fans innovative ways to experience the festival on-demand and year-round.
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12.01.08 | Relaunch of Honda Sports
After a year of planning a fresh, new design, Threshold successfully brought to life an invigorated website for Honda Sports with ad agency Dailey & Associates. The site, located at http://powersports.honda.com/ bring stogether state of the art front end coding in AJAX and DHTML, with Flash and integrates into an complex enterprise back-end that would put your head into a tail spin.
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11.01.08 | SONY Global Television Platform
Threshold Interactive developed a global common platform for Sony Pictures Television International to allow its international station groups to publish robust websites for each of its local market affiliates. The project, originally hailed as a cost savings measure, turned out to be an additional revenue generator for the global Television giant. The Sony Pictures Television International Common Platform (SPTI-CP) gives brands looking to partner with the station groups, the ability to make countrywide advertising buys, instead of having to buy online advertising space market to market. The system was developed for Sony's three international television networks, SET, ANIMAX and AXN, whose global network of local affiliate websites represent an audience of more than 200 million users.
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10.08.08 | Threshold Wins W3 "Best In Show"
People young and old went bananas for the clever Space Chimps online destination that correlated with the launch of the major motion picture. For the SpaceChimpsGame.com site, Threshold wrote and directed custom CG animation with partners Vanguard Animation studios.
The site is chock full of COPPA compliant viral activities for kids, including sharable games, the popular "Chimp Yourself" avatar maker, and multiple features that that taught kids how to 'talk chimp', encouraging them to chimp chatter with each other both online and off. -
08.01.08 | Butterfinger Comedy Showdown
In September 2008, Threshold cooked up the Butterfinger Comedy Showdown competition to uncover a hidden comedic talent and launch his career. Funny folks were urged to upload one of their best stand-up routines online to www.butterfingercomedyshowdown.com, and they were judged by a panel of comedians including Dave Hill, Wendy Liebman, Adam Williamson, Adrian Kulp, Jamie Masada, and Bruce Hills. The final showdown took place at the Laugh Factory in Los Angeles where the finalists vied to win the coveted "Big Shot" award and a chance to launch their stand-up career. The winner, Andy Woodhull, embarked on a national tour that hit several markets and he is still performing all over the country.
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04.01.08 | Butterfinger Comedy Network
The launch of the Butterfinger Comedy Network on Yahoo! launched with a major crunch on April 1st when Threshold teamed with the PR firm Golin Harris to issue a "prank" press release stating that Nestlé was changing the name of their Butterfinger candy bar to "The Finger". Stories started zipping across newswires, causing candy chaos everywhere about the supposed name change. This campaign saw anchors on major news networks, including CNN, claim that they had been "Given the Finger" with a laugh. This clever gag won several internal awards at Nestlé and recently picked up the coveted Silver Anvil. More importantly, it launched the Butterfinger Comedy Network on Yahoo!, a content and marketing partnership between Nestlé Butterfinger and Yahoo!, with Threshold playing a key role in the negotiation and development of the platform.