Organic sOCIAL
Ask: Create a social activation campaign for pet tech brand (Whistle) to engage and delight passersby at SXSW with spillover from the live event to the brand's online social presence.
Solution: Welcome to Dogstin!
Our team came up with a pop-up dog park on the streets of Austin during SXSW. Visitors could meet and greet with adoptable shelter puppies, enjoy free ice cream, and learn about Whistle's pet trackers. My contribution was "Dogstin," the name for our pop-up dog park and the inspiration for our real-life mural. We used the design below as a giant backdrop at the pop-up dog park where visitors could take a picture in front of the Dogstin sign, post it to social, and be entered to win a free pet tracker. I also checked the weather in the week before the event, saw a chance of rain and took a gamble on ordering branded rain ponchos.
Outcome: The campaign was hugely successful. We received hundreds of new Instagram followers, hundreds of mentions and tags, sold out more than 200 branded ponchos at our pop-up and had a line of people waiting to take pictures in front of our Dogstin mural. Whistle's CEO said he was so pleased to see an overwhelming "sea of green" when he arrived at the event, referring to the lines of people waiting at the pop-up, all dressed in our branded, green ponchos.
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