Overview

Previous to Gloria's Unwrapped tour, Estefan Enterprises and The Factory Interactive launched GloriaEstefan.com the first official site for recording superstar Gloria Estefan.

Like a gift from Gloria to her fans, the project literally unwrapped before guests to reveal the most complete collection of highlights and history from the Cuban-born superstar’s 20+ year career. Previous to the project launch, there had never been an official destination for Gloria fans to follow their adored Diva.

Remarks

It has been an exciting and rewarding opportunity to develop such a powerful new marketing tool for Gloria Estefan and Estefan Enterprises. The positive response from her fan base has been overwhelming and serves as a reminder that our work has the ability to affect people in real and tangible ways.

Joshua Hancik
CTO,
The Factory Interactive, Inc.

The Challenge

When asked just how many albums Gloria had produced, her staff could not put an exact number together. Online destinations had previously been created for the artist, by third party interests (Sony and Crescent Moon), but no centrally accessible archive of materials existed.

Additionally, the project development window was exceptionally small (four weeks) as the project launch was to correspond to the release of the Unwrapped album.

The majority of actual development was performed in just 72 (non-stop) hours, immediately preceding a series of press conferences and media interviews with Gloria.


The Solution


Working with collectors from around the globe and Gloria's previous publishers, The Factory Interactive gathered the materials needed to craft a guided tour of the songstresses pinnacle achievements. Fans were shuttled from her early beginnings fronting The Miami Sound Machine all the way through her latest solo project. An interactive, rich-media timeline allowed visitors to witness her evolution as a performer, songwriter and producer. Every stop along the timeline transported visitors back in time by recreating the environment surrounding every major career milestone.

This was the first time Gloria's complete discography would be made available in a single destination. Videos of her multiple Grammy-winning albums and performances were supplemented by full track lists, music videos, candid moments from tours and home life and even a downloadable version of Gloria's handwritten song writing journal.

The project was incredibly engaging and the user-friendly interface was built to leverage the interactive attributes of a dynamically rendered Flash experience. The Unwrapped album was made available in its entirety via streaming player - a first for the artist. Fans were provided with downloadable content for promoting the property as well as early social engagement opportunities to reach out directly to Gloria.

GloriaEstefan.com was constructed upon a powerful Content Management System that included tools for sending quick and easy email blasts to registered user groups in addition to updating press releases, news events and a full image gallery which were then published directly into the Flash experience.


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Strategy & Planning Design & Creative Digital Development Social Engagement
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