News
Mellow Mushroom launches revamped Web site
September 8, 2009
Mellow Mushroom, a popular pizzeria with more than 100 locations across the United States, has launched a new Web site, the company has announced.
The new site is built around a "Finding your local Mellow" theme, with different mini-sites specifically targeting fans of each of the company's 100-plus locations. In keeping with this local focus, the site incorporates popular social networking elements such as Facebook status updates, picture albums and location-specific YouTube videos to allow each store to maintain a close daily conversation with its local base of guests.
The project was a collaboration between Mellow Mushroom's branding agency, Coral Gables, Fla.-based Markham Unlimited, and Charlotte, N.C.-based branding and interactive agency MODE.
"Being at the Mellow Mushroom is more than great food - it's an immersive experience, and we wanted their online presence to feel true to that," said Markham Cronin, president of Markham Unlimited. "We strove to capture the unique personality that makes up the rich tapestry of each Mellow Mushroom."
In order to keep with the company's tradition of featuring hand drawn artwork in its restaurants, the new site features a custom hand drawn typeface and over 100 animated illustrations.
After entering their zip code on the homepage, fans are directed to their local store's page, which is integrated directly with social networking sites including Facebook and Twitter. Fans will find status updates, event announcements and photo galleries. Through Facebook Connect, the site allows Mellow fanatics to sign up for an account, giving them access to promotions and the Mellow E-Newsletter, and offers the ability to "tag the wall" of their local store.
Additionally, each page captures the authenticity of the particular location through images of employees, owners and patrons in the local environment. A stripped down mobile version for iPhone users, offering basics such as local store and menu information,also is available.
The new Web site is one of many marketing initiatives that Mellow Mushroom is launching in 2009. The company recently introduced a billboard campaign branded, "Optimism, as expressed in pizza," which was developed by Markham Unlimited.
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