SmashUps

In 2012, I was part of a small team in LA who were given a challenge. How do we give our consumers of digital products a more personalized experience? We put on our paper thinking crowns and got to work. Over three days we came up with a lot of concepts, but one shined through the rest. SmashUps, an ultra personalized experience where the stars of our digital products sing all about YOU! I mocked up what the user flow might look like, and an edit of hamsters singing your name was pitched. Everyone loved the SmashUps concept, and we started coming up with ideas for production. We started with puppets and yodelers and it has grown into working with celebrities such as Donny Osmond, Shaq, and Dolly Parton! Today, over 30% of subscriptions for americangreetings.com is from SmashUps, and the content is only getting better.