DC Comics

DC Kids

The biggest heroes deserve a massive web presence.


The Opportunity

When DC Comics sought to update the web presence for some of the most popular characters in comic book history, they turned to Fuel to develop an experience that would be equal parts intuitive and enthralling for their savvy young audience.

Creative and Execution

In order to create a site that would engage and build a mobile web audience for DC, we looked to incorporate opportunities for exploration and play into the core of the design. We call this ‘multi-dimensional’ design, where visitors are rewarded for their curiosity by following their own path through the site, clicking deeper and uncovering pieces of content in their own way. Created as a rich and responsive HTML5 experience, the site features a horizontal navigation style, which is optimized for today’s Generation Z digital natives – who more often than not, are browsing on mobile devices, not desktop browsers.

The site features bios, video clips, games and comics featuring all the classic characters, from The Flash to Superman to Wonder Woman. The easily-explorable digital environment offers immersive entertainment for kids through components such as videos, downloadable activities, games, quizzes and contests. Original digital shorts from Batman Unlimited and DC Super Friends will be featured on the site as well.

Going Beyond the Web Experience

Fuel has gone further outside the core experience to bring play to the media strategy as well, adding interactivity into the paid content used to promote the new site. Working with influencers like mommy bloggers, initiatives include entertaining raffles that require families to explore bits of video and content on YouTube and the site to dig up answers, and creating display ads that activate play through creative interactivity and exploration mechanics.

An experience combining amazing characters and original content, all in a slick responsive interface