The result of several months of collaboration with the L.L.Bean teams in Freeport and agency partners GDS&M and Weber Shandwick, the 100th Anniversary site is significant to us not only in that it represents our first work for the iconic outdoor brand, but also for the breadth of the engagement. From user experience to content strategy to account management, creative and technology teams, more than two-thirds of our staff was engaged in some capacity on the launch of the site - working hand-in-hand with an equally-broad spectrum of L.L.Bean and agency teams.
The site itself is built upon a heavily-customized instance of Wordpress, enabling easy content management throughout the year-long celebration, in a familiar and stable environment. Elements of the experience - notably the Get Out(fitted) Gear Giveaway - are integrated into L.L.Bean's Facebook environment, and the ongoing Million Moment Mission aggregates both social engagement like Foursquare checkins and Tweets with attendance at events like the brand's Outdoor Discovery Schools (if you've ever attended one, you know that those classes can be pretty social, too). At the heart of the site is a rich timeline celebrating one hundred years worth of events and interactions that have defined the L.L.Bean brand - from the invention of the Maine Hunting Shoe (1911) to the launch of llbean.com (1995).
We will continue, over the next several weeks, to tell the story of this project - work of which we are extraordinarily proud. In the meantime, our sincerest congratulations to L.L.Bean on the launch of the site - and, more significantly, one hundred years of helping people get outdoors.