Planning an over-the-top event for your brand may sound great in theory, but does that mean you should recommend it? Will it really achieve something for your client? While sometimes events can make an impact, create a perception, effectively engage an audience, or inspire someone to action, other times, they can quickly become a distant – and expensive – memory.
This is why a recent campaign by Kodak caught my eye. They wanted to generate awareness through broadcast, print and online media coverage for its new My Kodak Moments app (which allows you to turn your favorite Facebook pictures into a photobook in minutes) and Facebook page. Additionally, they wanted to increase use of the app while encouraging purchases.
To meet these objectives, Kodak paired a large event demonstration with a social media campaign, knowing this combo would be a good way to reach Facebook users ages 18-34 who were actively uploading and sharing photos. They trapped a well-known comedian, Mark Malkoff, in an enclosed glass living space atop a flatbed and planned to make stops in high traffic areas throughout Manhattan. Users could then take photos of the truck and upload them to Kodak’s Facebook page. Once the page reached 1 million Facebook photos, he would be “set free.” Giving users a reason to work together for an outcome provided not only a reason to click on the Facebook page, but a tangible way to interact once on the page.
It worked. Malkoff was freed in only 3 days. Kodak successfully increased downloads of their app by 76 percent and Facebook Likes by 24 percent, not to mention a slew of media coverage. What could have been a forgettable one-off became a more indelible brand moment.