Ocean City, Maryland

In support of the Ocean City Maryland "Somewhere to Smile About" campaign, I developed a digital strategy to drive personalized user engagement. I created an interactive rich media unit designed for content self-selection. Its unique, wallet-style menu allowed users to navigate to content within the unit that was most applicable to them, a strategy that measurably increased both user engagement and time spent with the brand. The unit also featured a vertically-oriented version of the campaign's video spot. Second, I built a dynamic CTV unit to deliver a personalized at-home viewing experience. By leveraging geo-location data, the unit’s custom skin and messaging automatically adapted to the viewer's city, making the ad feel uniquely personal. This tailored approach was designed to make users more receptive to the message and more inclined to take action via the on-screen QR code.