Patagonia always does a solid job with social web design and their Vote the Environment campaign proves that.
Many brands like to separate their active marketing campaigns from the more static offering of their primary websites. Outdoor retailers do this quite often.
But Patagonia has embraced their passions for environmental activism and they show it proudly on a primary tab on their website labeled Environmentalism.
At any given time, you can read about their involvement in dam busting, their work with local fisheries, support for clean water initiatives, or a grip of other similar pursuits.
The Vote the Environment campaign is designed to foster amplification on Twitter
The landing page for the campaign is beautiful in its simplicity: an image rotator which includes a fantastic shot of Mooney Falls, a vertical sidebar on the left, and a social sharing mechanism framing the top of the main content area followed by an interactive Twitter feed that displays the most recent mentions of their campaign hashtag #becauseilove.
The Twitter feed appears to be built using web intents, which is a fancy term for clickable reply, retweet, and favorite links. This functionality gives website visitors the opportunity to take action right from the feed on the Patagonia site which also includes the option of following the Patagonia Twitter account.
But they covered search too
A Google search for “vote the environment” returned expected results. The first listing in the natural results was for the campaign landing page on the Patagonia site and the second was for the Facebook page.
Another solid move by the design team behind the site is in securing VoteTheEnvironment.org and redirecting it to the landing page on the Patagonia site for the campaign. Supporters very well may hear about the campaign and head to Google to search out the site. Securing the domain and redirecting it ensures that visitors get to the right place. It’s a subtle element of the overall approach but a great call by the design team nevertheless.
Facebook is part of the campaign too
There is a dedicated page for the campaign that directs visitors to the main Patagonia page. I can’t say for sure why the original page was shuttered but it certainly helps the parent page. And the team made a nice call by using the featured photo on the page as an opportunity to point users to the right place.
Regardless of the reason for the now defunct page, it is still being used to point visitors to the main Patagonia Facebook page where the campaign now lives as a featured tab.
That tab, however, includes just the Twitter feed for the hashtag signaling once again that the focus is on amplification through Twitter. And it’s a wise choice if you ask me.
It’s a solid design strategy
I really like the simplicity of the campaign. It focuses on Twitter engagement but includes Facebook and search. There is a clearly defined call to action for anyone that discovers the campaign regardless of the mechanism they used to find it.
It’s also a solid example of how a brand can include a short lived campaign on their primary website without clouding the normal consumer experience.
I’ll continue to follow this one.