The challenge was to design a world class website that would redefine and reposition Southern Comfort online while providing appropriate cross channel support (direct, radio, TV, OOH). Additionally, the site strives to retain and engage consumers, support offline events and capture new data about consumers.Some of the new/revised consumer features include:"Between Friends" the new tagline for Southern Comfort comes to life with an ongoing story between six friends. Text accompanied with Quicktime movies help create an emotional connection with the Southern Comfort brand and drive repeat site visitation (1 episode is released each month over the course of the next 6 months)Party Planner. Which helps create festive and organised events for our friends with checklists, recipes etc.

Event and news sections. Which helps consumers find out about events in their area (US or international)Advertising section. Which enables consumers to experience the Radio, TV, Print and OOH