Last week we launched a location-based Facebook application for Island Def Jam artist Avicii. Recently we have been doing a lot more project around physical (offline) activations and helping clients figure out how to leverage offline and online user activity to create synergistic "push-me pull-you" campaigns. The idea is simple: Use offline activity to create online content and activity - then use the online activity to help spread message and encourage offline interaction and activations - repeat and keep the cycle going!
This specific application allowed fans at Lollapalooza to "Check-in" at the Avicii Cafe (We created a Facebook place just for the event) and enter for a chance to win a flyaway to see Avicii in concert in Las Vegas. To help promote his current hit single "Wake Me Up", UMG outfitted a coffee truck and a team at Lollapalooza who hand out FREE "Wake Me Up" coffee to attendees at the show. Signage on the coffee and marketing material at the venue (as well as the Facebook page developed for the promotion) helped drive fans to check-in and signup. Fans who checked-in were able to post a message to their Facebook wall, promoting the campaign and Avicii's new single.
Features and functionality include:
- Facebook places integration
- Instagram feed integration
- Telephony component (hotline)
- Custom QR-Code
- Custom design (see below)
- Reuse: Will be used at 3-4 different events
Mobile Facebook Check-In Application
Users at the venue were able to check-in by visiting a web-based applicaton on their mobile device by simply entering a short URL (http://zip2.it/avicii) or by scanning a custom QR-Code (see below)
Sample Wall Post
Below is a sample wall post generated by the mobile Facebook web application upon check-in.
The "Making" of the Avicii Check-in Application
Some of the unique and cool projects we do can get rather involved and sometime we like to share the "behind the scenes" development and design work that goes in creating successful campaigns. Here are how some of the key components and design pieces came together.
Making the Truck: The truck was "constructed" using stock photography and the PDF template for the actual design. Our forensic design team was able to quickly incorporate the two to create a realistic simulation of what the truck would look like.
Making the Coffee: Our designers used as a similar approach to create the Wake Me Up Coffee cup.
Making QR-Code: We used in-house proprietary custom software to create multiple branded QR-Codes for the promotion.
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