As a part of their ‘Am I Dreaming?’ marketing campaign that premiered through the Tremendous Bowl LVI pre-game programming on NBC, Go to California launched an all-new immersive digital expertise designed and constructed by international digital associate, Appnovation.
The DREAM Theater web site greets customers with an idyllic vista of California and entices them to discover a sideways-scrolling journey to find California’s iconic points of interest and thrilling adventures. The location solutions the query of “Am I Dreaming?” instantly with the title, “You’re Not Dreaming”, because it envelops the consumer in an immersive, partaking digital expertise that proves that, as incredible as it could appear, all this and extra is feasible in The Golden State.
Guests can select their journey by deciding on from 5 key tourism classes: Seashores, Culinary, Household Sights, Outside and Arts & Tradition. Inside every class, customers uncover locations to go to, can construct itineraries and highway journeys, and uncover enjoyable info about California, with the flexibility to click on on any space of curiosity to discover additional into the deep, wealthy content material of the multi-award profitable Go to California expertise. Customers can simply entry journey movies, free journey guides, Go to California’s e-newsletter, the California Now podcast and knowledge on California Welcome Facilities.
“Go to California exists to encourage vacationers to plan their subsequent journey to The Golden State. When concepting and constructing the DREAM Theater, we wished to lean into that too-good-to-be-true feeling you get when planning the journey of your desires,” mentioned Anton Morrison, VP Expertise Design at Appnovation. “Whether or not planning an journey or simply discovering the probabilities, DREAM Theater immerses customers in a dream-like expertise that’s ALMOST nearly as good as visiting the vacation spot itself!”
Further design options of the brand new web site embrace:
Interactive scroll-based navigation provides to the sense of unreality, as customers expertise the identical dreamlike high quality because the ‘Am I Dreaming?’ business. The digital story holds customers’ consideration, as beautiful visuals come to life as they go, making them need to maintain scrolling to the very finish.
Use of white area to permit customers’ imaginations to run wild
The intentional use of white area permits customers’ personal imaginations to fill within the blanks and leaves room for various interpretations. The destructive area background holds collectively the visible components and a number of layers of images making them stand out, whereas enhancing the consumer expertise, usability and navigation.
Movement design that creates a parallax impact
The phantasm of depth on the location immerses customers additional into the dream narrative, including whimsy and delight. The refined however fixed movement design and interactivity retains customers’ consideration as they discover the web page additional and helps the scrollytelling aspect of the location.
Making a extra intuitive and genuine consumer expertise, rotoscoping provides a lifelike really feel to the animation all through the dreamscape. The human-centered design expertise creates significant, extra pure interactions for customers, lowering cognitive load.
With scrolling imagery of the state’s distinctive vistas because the backdrop, this wealthy, multimedia expertise incorporates video, pictures, podcasts and movement design that convey the dreamy vacation spot to life.
Are you dreaming of visiting California?