Kickfliplivin.com

When it came to launching our first digital experience to introduce the relationship with Shaun White we knew we had to take a different approach than our normal designer integrations.

I set direction for an experience that is raw, matching the marketing, and very exploratory. We were able to take advantage of flash to create an immersive and highly engaging digital experience that scaled with tiles and kept users coming back with webisodes and new content.

An excerpt from Ad Age article about the effort:
The marketer took a guerilla approach to introducing and promoting the series, launching Kickfliplivin.com to air the episodes but never linking it to Target.com. To attract visitors, the retailer handed out 8,000 CD-ROMs at the X Games in Los Angeles with Mr. White's name written across the discs with a Sharpie pen. A banner ad also appeared on online networking site MySpace.com that sent its users to Mr. White's site. It counted on word-of-mouth to attract yet more people. The strategy worked. Of those who received the CD-ROM, 5,000 people logged on to their computers to check out the show by the end of the weekend.