REAL GOOD EXPERIMENT by Mono for Blu Dot

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REAL GOOD EXPERIMENT

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Industry Household maintenance & pet products, Home Furniture
Media Promo & PR
Market United States
Agency Mono
Director Andrew Zuchero
Editor Andrew Zuchero
Released December 2009

Credits & Description

Category: Best Use of other Digital Media in a Promotional Campaign
Advertiser: BLU DOT
Product/Service: FURNITURE
Agency: MONO
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: MONO, Minneapolis, USA
Entry URL: http://realgoodexperiment.blogspot.com/
Creative: (Mono)
Art Director: (Mono)
Writer: (Mono)
Designer: (Mono)
Production Company: (Supermarche)
Director/Editor: Andrew Zuchero (Supermarche)
Co-Editor: Zac Stuart-Pointer (Supermarche)
Technology: (Tellart)
Music Company: (No.ware Music)
Media placement: Twitter postings to tease event - Twitter - 01 October 2009
Media placement: Flickr postings to tease event - Flickr - 20 October 2009
Media placement: Online Experience launch to track event - Blu Dot website - 01 November 2009
Media placement: Event - dropping chairs/filming/interviews - Event in New York - 04-05 November 2009
Media placement: Online Documentary Film premiere - Blu Dot website - 14 December 2009

Describe the objective of the promotion.
Blu Dot is an award-winning designer and manufacturer of modern furniture. But awareness of the brand was limited, so, in conjunction with the first anniversary of Blu Dot’s flagship New York City store, we wanted to create a promotion that the entire city of NYC could participate in—and raise the profile of Blu Dot.

Describe how the promotion developed from concept to implementation
Inspired by NYC’s culture of “curb-mining” or picking up furniture from the street, we wondered what would happen if we left 25 of Blu Dot’s Real Good Chairs all over the city, free for the taking. Who will grab them? Where will they go? Technology would encourage participation. By GPS-enabling the chairs and through social media, everyone could follow the chairs online, in real time. So, who took the chairs? The final component to our project was a documentary that captured the entire event, revealing the chairs’ new owners and their stories. It premiered on Blu Dot’s 1st Anniversary.

Describe the success of the promotion with both client and consumer including some quantifiable results
The two-day experiment garnered over 136 million media impressions for Blu Dot in just two months. The idea won the hearts of editors from the New York Times Magazine, the Wall Street Journal, Fast Company, Dwell, Creativity magazine, and CNBC, not to mention a handful of New York scavengers who created epic blogs dedicated to their chair pursuits. All that attention helped Blu Dot’s store sales surge more than 30% the two months immediately following the promotion.

Explain why the method of promotion was most relevant to the product or service
Blu Dot has always believed that good design can go anywhere. By taking the classic give-away promotion, and adding a new technological and social media twist, we captured the attention and fascination not only of resourceful New Yorkers, but also the press and online community. While only 25 lucky people ended up with a free chair, millions more were introduced to a brand called Blu Dot.