case study - Sudden Industries

CASE STUDY
HITTING THE RED CARPET WITH MOBILE
Sudden Industries uses mobile to bring Access Hollywood fans the latest
in celebrity news and gossip
THE STORY
A reliable source for pop culture fans to find out the latest
information on what's really happening in entertainment
news, NBC Universal's AccessHollywood.com has a
proven track record for breaking news and delivering
accurate and balanced reporting to hundreds of thousands
of users daily. Access Hollywood needed to become a
"mobile first" brand in order to better reach their fans on
the platforms where they spend their most time.
THE CHALLENGE
• Updating the AccessHollywood.com
brand to better engage their primary
audience of women 25-44 years old
• Surfacing more content to promote
additional site exploration, page views
and ad sales opportunities
• Leveraging the AccessHollywood.com
legacy CMS to make a more data driven
site
OUR SOLUTION
Knowing that the primary goal for Access
Hollywood was to create an experience that
was "mobile first", Sudden developed a
sophisticated responsive design that
translated across desktop, tablet and
smartphone. The updated branding of the
design leveraged the quality and quantity
of their photo and video galleries to create
an image driven experience.
Knowing that video is a huge driver of both
site traffic and ad sales opportunities for
AccessHollywood.com, Sudden designed a
video gallery that surfaced additional and
related content that is most relevant to the
viewer's interests.
Website
www.accesshollywood.com
As the original AccessHollywood.com was
built on a proprietary legacy CMS, Sudden
worked closely with their team to
determine how to best leverage what they
already had to create a more data driven
and SEO friendly site.
THE RESULTS
• The updating of the Access Hollywood
brand online was an immediate success
with fans - delivering a more engaging
brand experience on desktop, tablet and
smartphone.
• The redesign of AccessHollywood.com
increased page views and dwell time
across the site.
• Mobile viewing of Access Hollywood
content has sharply risen.
• The redesign provided a stronger video
presence on the site.
• The increase in page views and video
offered more ad sales and sponsorship
opportunities.
• Winner of the 2014 Davey Award: Best
Entertainment Site
• Winner of the 2014 Communicator
Award: Best Entertainment Site
8 West 38th St. Suite 501 . New York, NY 10018 . www.suddenindustries.com . 212-353-1188