Promoting and celebrating pioneering record label's 20th birthday with a series of exclusive giveaways www.ninjatunexx.com
It's hard for many of us to believe, but it's been twenty years since Coldcut launched the pioneering Ninja Tune label. Naturally they wanted to celebrate and we were approached to build a website and help promote a series of twenty giveaways in the weeks leading up to the official birthday celebration.
Drawing on our enthusiasm as fans of the label's output over the past couple of decades we designed a site that would engage fans' collective impulses, giving each giveaway a unique "catalogue number" and flagging which parts of that catalogue were sitting on their virtual shelf. A prominent countdown showing that each giveaway is only available for a few days helped build urgency and integration with Ninja's mailchimp account allowed them to keep fans in the loop and drive traffic when each week's download became available.
We built the site to scale, taking advantage of the performance improvements in the latest release of Ruby on Rails and building on the emerging MongoDB database which fit our needs perfectly and proved much more responsive than some of the more usual alternatives.