Many familiar Hollywood characters, such as Spiderman and Stuart Little, were brought to life with Maya computer animation software from Alias.
Leading Pioneer in 3D Graphics and Animation Alias, the leader in high-end 3D animation and industrial design software tools, built its reputation by matching superior design workflow in computer modeling, rendering and animation with the graphics horsepower of leading-edge SGI workstations. Even as the Alias Power Animator product line continued to grow in sophistication and reputation, Alias was working feverishly behind the scenes with a parallel development team to introduce the next-generation product line, code-named Maya.
Next Generation Maya Product Designed to be the ultimate tool for character animation, Maya sought to dominate the marketplace with smooth workflow designed to streamline the production of complex character animation by integrating sophisticated modeling with a paintbrush user interface metaphor, interactive photo-realistic rendering and spectacular dynamics and particle effects capable of simulating natural phenomena such as water, rain, clouds and hair. Alias was honoured with an Academy-Award in 2003 for the contribution that the Maya product made to the motion-picture industry.
Strategic Marketing Goals of Maya Web Site The Maya web site was developed as part of an integrated marketing campaign designed to support three major initiatives: first, help launch an indirect sales channel by collecting a large number of leads; second, publicize that Maya was now available on the Windows platform for the first time; and third, communicate that Maya was more accessible, with new, straight-forward pricing and packaging at the low-end (Maya Complete) and the high-end (Maya Unlimited).
Fifty Per Cent Sales Increase The Maya campaign featured over 200k units of direct mail and magazine poly-bagged CD-ROMs distributed world-wide, and a 100 page Maya Solutions Guide product catalog fulfillment piece which also supported the new indirect sales channel. The call-to-action from the campaign drew visitors to new Maya web site, which promoted a monthly Maya for Windows product give-away contest. Response rates for the contest approached 15%, which far exceeded expectations. The huge number of valuable leads from the marketing campaign helped kick-start the new indirect channel, resulting in a increase in unit sales of over fifty percent by the end of the campaign.
