Bored with traditional “Coming Soon” pages, brand activation agency Fuse is having a puppy party while its website gets an overhaul.
Until Sept. 26, seven miniature rare coloured Schnauzers will be playing amongst Fuse-branded pillows on a Ustream feed embedded at FuseMG.com. (As of this writing, they are having a nap.)
The site is being revamped to reflect the agency’s new 360-degree creative direction, led by creative director Patrick Weir, who was hired this July. Weir came up with the idea to run a live puppy cam during the outage to attract friends of the company and promote the coming update.
“There are major changes coming to our website,” Weir said in a release. “We’ve refreshed it with an eye to our mobile audience, creating a user experience that is unique to the device used to view the site, and have added engaging content and functionality, that is revealed as our fans explore our site.
“For the launch, we hope the puppies will give our friends and clients something to share and talk about while we complete the finishing touches.”
Fuse has a history of demonstrating its branding expertise through self-promotional stunts, like the Harlem Shake video it created for its tenth anniversary this spring. In an internally led “Reimagine Results” rebrand last year, it committed to diversifying its cross-platform offerings.
Fuse’s client roster includes Canadian Tire, CIBC, GE and President’s Choice Financial. Recent wins include the Pan Am Games and information solutions provider Equifax, which announced Fuse as its AOR earlier this month. The agency’s billings for 2012 surpassed $15 million, setting an internal record.