Fabergé Invites to the Worlds Biggest Egg Hunt

February 29, 2012 § Leave a comment

Fabergé is inviting Londoners and tourist alike to participate in the biggest egg hunt ever. More then 200 eggs are located all over central London.

The company invited numerous artists (Marc Quinn, Jake & Dinos Chapman, Vivienne Westwood, etc.) to design eggs, which are placed throughout London for a limited time only. The website showcases all 209 eggs, gives clues, offers 12 maps, highlight related product information and entices the audience to participate in many other ways, such as Facebook  and Twitter.

Every egg comes with a unique keyword that enables the participant to enter a draw. Every egg found and every keywords entered increases the participant’s chances o win the big price: a special Diamond Jubilee Egg, valued at £100,000. A Facebook app offers another possibility to participate and enables Fabergé to interact more directly with the participants.

At the end of the hunt a “Golden Collection” of 30 eggs will be sold at live auction on 20 th March with the rest of the eggs auctioned off online here. All proceeds from the auction go to the charities Elephant Family and Action for Children.

Treasure hunts are nothing new and can fail miserable if poorly executed. But Fabergé has managed to capture our imagination, combining the creativity of internationally acclaimed designers, an attempt to brake a work record (for most participants in a life egg hunt), and raising money for a charitable reason. What a great idea! This is bound to generate a lot of earned media and word-of-mouth.
(If you’re happening to be bidding on an egg, let me know. I’d love to share your experience on here.)

(via Creative Review)

G-Star’s Fashion Show is Contemporary Dance Performance

February 27, 2012 § Leave a comment

The dutch Fashion label G-Star, loved for their raw denim jeans, showcased their latest collection during the 2012 edition of the Berlin fashion event “Bread & Butter“.

Being known for braking the mold and their innovative approach to fashion shows, the label developed a presentation format where dancers perform in an industrial environment to live music. The musician sits in the background, while the dancers perform sometimes weird and disturbing movements in the foreground.  Redefining the space by incorporating props (especially the piles of paper) into the choreography definitely helps to make the performance visually more dynamic and interesting.

It’s refreshing to see a different approach to presenting a fashion collection. The atmosphere of the piece and attitude of environment, dancers and music combined, make for a very unusual fashion expereince, guaranteed to communicate the brands values in a way that leaves the audience and media talking about it and ready to share the event in various channels.

How KLM makes waiting customers really happy

February 23, 2012 § Leave a comment

Most of us can relate to those waiting in an airport ready to board, bored out of their minds (no pun intended). The dutch airline KLM came up with a great idea to show how much they appreciate their customers. The question of the campaign is: “How happiness spreads?”

When passengers check in at KLM’s foursquare location at Amsterdam’s Shiphol airport, the KLM surprise team starts a research on Twitter, LinkedIn and Facebook to find some information about the passenger’s hobbies, interests and preferences. Then they locate for the passenger in the airport and surprise him/her with a little personalized gift such as traditional dutch food, champagne, a watch, notebooks, etc. Photo are taken to document the surprise.

In a second step, KLM shares the successful surprise on their Facebook page and mentions it on their KLM surprise twitter page and keeps track of the conversations around the surprise event, which ran for several weeks.

With a proven track record of successful social media engagement, KLM manages once more to engage their customers in a very refreshing yet relevant way, creating little moment of happiness that lead to sustained Word Of Mouth on a massive scale. The result: 1.000.000 impression on Twitter alone.

Amazing Collaboration of Artist Yayoi Kusama With Children

February 16, 2012 § Leave a comment

The Queensland Gallery of Museum Art and artist Yayoi Kusama invited children to collaborate on this fun art installation, part of his Look Now, See Forever exhibition.

Kusama created an monochrome environment, consisting of everyday objects, everything painted white: walls, floor, chairs, a table, a sideboard, bowls and even a piano. Over a period of 2 weeks, children were given brightly colored, round stickers to leave their mark on walls and objects to recreate the environment. One can only imagine the fun the kids had.

Apart from a strong educational or inspirational effect on the children, the installation makes a strong statement about the museum, but also generates excitement and engagement with art, offering a different approach for children how to relate to art.

The positive Word Of Mouth and media exposure for the museum, thanks to the installation must be staggering. This blog post is another proof of it.

(via DesignTaxi)

Soccer inside Victoria Station, London

February 15, 2012 § Leave a comment

This staged soccer event set up by Samsung in London’s Victoria station is a good example of an engaging, cultural event that connects people around a given set of values. Samsung manages to create it in a public environment that is unconventional and unexpected yet free and entertaining. The audience, delighted by the distraction, is open to the suggested activity because the brand does not want to push a product. Instead the audience feels compelled to watch and share the fun with friends and family, using their mobile devices. A sense of excitement and fun  is in the air and the brand is the facilitator. Additionally the viral component will help transport the expereince to those who did not have a chance to be there in person.

More and more brands realize the power of these cultural events that don’t aim to push a product service but create awareness, engagement and potentially lead to brand loyalty. Though it will only work if the event is aligned with the brands values and is not a means to distract from product/service inherent problems. Before you invest into an activity like this, make sure you’re product service is top notch. NO cultural event can make up for a negative user/customer experience.

How Positive Psychology Can Help Your Organization

February 13, 2012 § 2 Comments

This  highly entertaining talk from Shawn Anchor might seem a bit off-topic but I feel it’s very relevant. It discussies the importance of happiness, not just at the work place.

Many of the interventions I speak about on here focus on the consumer/user/audience experience to create remarkable moments. Equally important for a successful organization and often neglected is the employee experience. If an organization wants peak performance from its team they have to create an environment and culture that focuses on their well being and happiness. Some do it by developing an stimulating environment using architecture and interior design (LEGO, Google, etc). Other organizations focus on a set values and living these values every day through actions and behavior (Zappos). Obviously a combination of both, with an environment that stimulates and a set of lived values that inspire, will have the most impact on the happiness of the employees and thus impact performance the most.

Immersive space to celebrate 125th anniversary of Coca Cola

February 10, 2012 § Leave a comment

A 90 square meter projection system of 270-degree engulfs the visitor of the Santralistanbul’s Galeri1 to celebrate the 125th anniversary of this iconic brand. Antilop a creative agency based in Istanbul was responsible for this impressive experience.

Being the big sucker for huge engulfing video screens that I am, I have to admit I wish I could see this live, but alas it’s a bit for for now.

At first I was really impressed that the video content was so abstract. It’s the most interesting part in the video to me. As soon as they bring in images of people (referencing their consumers, I guess) or the ski hut the video looses quite a bit of its attraction. Too bad Coke was not courageous enough to convey the emotional value of the brand employing a more abstract approach.

(via Fubiz)

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