DigitasLBi & MediaMonks Redefine Scrolling for GMC

Bored of bog-standard web navigation? Need some stimulation for your browsing behaviour? You’re in luck, as a new site showcasing the 2014 GMC Sierra will shake up everything you understand the web to be whilst you learn about the perks of the new car and shift into game gear.

Taking normal scrolling to the next level, the new online experience feels more like gaming as digital marketing and technology giant DigitasLBi sets a new standard for HTML5 sites with its interactive web experience for the 2014 GMC Sierra.

The first of its kind cross-platform experience combines Hollywood-calibre CGI with high-quality audio to create a truly immersive user controlled experience. Visitors to the site are asked to turn their audio on and have their mouse at the ready as they scroll their way through an impressive virtual experience that showcases the innovative features of GMC’s latest pick-up.

DigitasLBi engaged the services of creative digital production experts MediaMonks to build the website, which compliments the existing broadcast campaign.

Based on GMC’s Sierra mantra, ‘Incredible Thinking’, DigitasLBi and MediaMonks wanted to completely rethink the category of the scrolling site just as much as GMC revolutionised the design of the 2014 Sierra.

“There are more ways to explore a story than by scrolling down a single page,” says Marc Gottesman, creative director at DigitasLBi. “The Sierra demands a digital experience that demonstrates the substantial, innovative, professional-grade essence that the vehicle itself embodies.”

The interactive site not only showcases the latest innovations on the truck itself, but also features the feats of top-level engineering that have inspired the Sierra’s new design. Originally produced HD animations transport the viewer under water to view the rolled steel hull of a submarine, to the cockpit of a fighter-jet that inspired the navigation system and to the inner workings of the Hoover Dam that influenced the engine design.

Sandra Moore, director of advertising and promotions for Buick and GMC, explains: "With the 2014 GMC Sierra, GMC rethought the design and engineering of what a full-size pick up should embody. It was only natural that we looked at re-engineering the scrolling site experience for our customers."