We are pleased to bring you an interview with Shane Needham, Sr. Interactive Producer, 22squared, who recently worked on a successful campaign for Buffalo Wild Wings featured on ESPN.

What was the client brief for the BWW campaign? How did you come up with the idea for the pushdown on ESPN?

The March 30th placement was our third home page takeover with ESPN. The Buffalo Wild Wings and ESPN brands are clearly two that work gorgeously together. This is something that our Media team, Client Leadership and Creative folks have all worked very hard to nurture. As such, we push this opportunity to maximize its potential. We aim for big branded engagement that hits the mark in terms of the overall brand experience. This is augmented by the timing of these placements during football and college basketball season.

What feedback/results have you received?

The results were great. We saw a nearly 50% jump in total site traffic with 20% more new visits than surrounding days. Our Facebook page also garnered just under 5,000 new fans on that day alone. On the internal side the production experience was smooth and we were able to see a significant improvement in process working with our new partners at Eyeblaster.

Your idea about the perfect working day

The perfect working day would be one where you see some really great creative thinking come to life. No matter your benchmark for success; when the collective efforts of your team take their first breath as more than just a idea, that’s a pretty damn good day.

Your muse best comes when

My muse, eh? Well digital muse comes in some pretty subtle forms. Mine usually comes from the opportunity to apply simple and elegant solutions to a nagging or otherwise persistent challenges. There is something about seeing the application of a smart but simple fix take something from good to great.

How did you start working in digital advertising?

Probably like most geeks. One hand on the keyboard and one flipping the pages of an HTML for Dummies book. Was working for a small bio-medical start-up and the boss wanted a small site for his side-gig. So I learned and built it. Self-taught. Three years later I was the New Media Director at a small newspaper and two years after that I switched to the advertising side of things. Five years in and no regrets.