This pioneering digital showroom is designed throughout as an interactive first person experience, seamlessly combining point of view film with Web GL product demonstrations in an immersive 360 environment.

Your journey starts as the main character at a BBQ. The film leads you through backyards and introduces you to the Grill of your choice.We then switch from film to interactive experience, letting you explore every detail of the state-of the art grill, first hand. Access to the functionality of the grills is experienced through a completely integrated and responsive UI surrounding each BBQ .The design comes to life using cutting-edge WebGL and realtime physically based rendering, reflecting the HDRI photographic 360 surrounding. The custom developed rendering camera reveals beautiful depth of field, presenting The Genesis II in the most stunning light possible.The site brims with video recipes, grill recipes & tricks, and everything else grillers could wish for.

The project was briefed in August 2016 and reached completion in November 2016. The microsite was deployed on the 8th of December after a period of optimisation, and rolled out globally during December 2016/January 2017. The microsite was supported by a massive above the line campaign and social media campaign for four weeks all driving towards the digital experience and weber.com. The budget was $175.000 partner on this fully integrated production.

The design of the microsite was driven by the idea of creating a grilling experience and product demonstration that felt and looked as lifelike as possible in a digital environment. The first person view was essential to seamlessly transition from filmic narrative to interactive product exploration. The Aesthetics where created to be as lifelike and cinematic as possible, making used of cutting edge real time rendering in WebGL as well as fully integrating the UI into the 3D experience.

In the first four weeks the site has been live it has received more 5.000 organic daily users from key Weber markets. This traffic comes exclusively through direct and organic sources.

Desktop visitors are averaging more than 4 minutes per visit and mobile users are staying more than 3 minutes per visit. From the dedicated fan base the site has received direct and organic traffic from over 70% of all visitors.

At time of writing the site is receiving a regular flow of 3500 organic daily users from a growing number of countries peaking at 122. This is prior to the main burst of social and ATL communication.

“The initial engagement on the Genesis II site is shattered our expectations and the metrics that we had put forth as this initial phase of the project.

- Stig Pedersen, Weber, VP Global Creative