A Walk In The Park With An Orchestra, Dustin Hoffman, Christo and others

March 9, 2012 § 2 Comments

Personally I’m not a big fan of QR codes and start to get tired of them. But every now and again I come across a really great way to use them.

This award winning campaign by Magma, called “World Park” utilizes QR codes to help the visitor unlock park secrets, movie clips (shot at the exact location you’re at), historical documents and more. The 50 codes are placed all over the Central park in NYC, turning the park into one big fun-space to explore and discover it’s many gems and stories. Watch the girls from “Sex in the city” enjoying a stroll through the park. Listen to an orchestra that has long gone. Take a virtual walk through Christo’s bright orange gates for the first time, if you have missed the installation, when it was around.

The campaign, aimed at a younger audience, was activated through billiards and on social media, accompanied by world park t-shirts.

I really love the way QR codes are used for this campaign. It’s not about selling any thing, but creating an engaging experience that entertains and educates in a light way. A very inspirational project, not just because I started working on a park/garden project myself. It shows that the content you unlock is much more important for the success of your campaign than the inventive way of creating the QR codes (Lego, Oreo cookies, etc.)

Well done, Magma!

(via iMedia)

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.

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