Dolby B Vs Dolby C

[Blanche Bunnell]

DolbySoho was an experimental space in Soho, New York which showcased immersive installations powered by Dolby technology. In the push to bring increased brand awareness to Dolby, Dolby Soho was a brilliant idea, giving visitors a chance to witness the differences of a Dolby experience first-hand, and getting the products the company has created into the hands of potential consumers as opposed to simply continuing to rely on their established partners for the bulk of their business.

Previous marketing efforts by Dolby had largely been transient, with little consideration for using the user data to improve user experience and marketing in the future. The challenge was therefore to devise a consistent user journey for Soho attendees, allowing for them to sign-up in-store and later having this data influence their digital Dolby experience.

To go along with the digital migration to Optimizely, we unified data collection into the Optimizely platform (Optimizely Marketing Automation) in order to streamline all future marketing efforts. We also assisted with the configuration and setup of soho.dolby.com, oversaw the integration between SplashThat (Event Management & Check-in) and Optimizely, and developed an email template used for RSVPs and event notifications.

While the Dolby projects mentioned thus far have all had B2C implications and uses, the Dolby Professional website is a B2B site designed to speak directly to developers, engineers, mixing/mastering studios, film production studios, hardware vendors and other partners and potential partners. There was a clear need for a significant overhaul of the Dolby Professional information architecture and numerous hard-coded, complex multi-step forms built on a Salesforce integration that needed to be migrated onto the new Optimizely site.

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