The Next Move is the product of a collaboration between Big Spaceship and UrbanDaddy – a lifestyle site for hip, upscale guys. iPhone applications for foodies and online entertainment reviews are easy to come by. But none target “in the know” urban gents with a hankering for nightlife. Our goal was to cater to this fashionable, style-conscious crowd, helping them plan the perfect night (or day) on the town.
When figuring out your night, you don’t just think about which restaurant you’ll go to. You consider whom you’ll be with (ex-girlfriend), what sort of food you’re in the mood for (anything with pork), where you’ll go post-dinner (to the Euro scene), and so on. Our holistic approach factored in the who, what and where of your plans, not simply the end destination.
By looking at your desired actions (say brunch on the water with friends or drinks with clients who love good scotch), we developed an experience that reacted to those specific needs—and we offered it both on the website and in an iPhone application. Your choices unfold through interchangeable sentence fragments that tell the story of your day or evening to come.
We integrated a new model convertible into the experience as a paid sponsorship. The lifestyle-oriented brand association builds the vehicle into a functional, useful application. On the website, you can choose up to four “moves” or locations in planning your ideal culinary or thirst-quenching adventures. With the iPhone app, GPS sensors detect your time and location and provide an array of selections that are nearby, open for business, and suitable for your companions and mood. You can narrow those down (based on cuisine, atmosphere, etc.). Or, if you’re feeling spontaneous, use the randomized option to let the occasion unfold as it may.
The experience targets six audience-appropriate urban locations: Los Angeles, San Francisco, Las Vegas, Chicago, New York and Miami. Plan your entire evening online or make a spur of the moment decision with your iPhone. Either way…once you get what you’re looking for, a map, phone number and description of the establishment are at your fingertips.