While the use of social media in advertising is growing, we’re always trying to find new ways to increase its effectiveness and translate its reach to the real world.
In a recent campaign for a new Forest City Property, we took a step towards finding where digital content meets real world connection.
Blossom Plaza is a beautiful, luxury apartment community in Chinatown, Los Angeles. Even though there’s a lot to do in the area, it’s not known as being an area for high-end residential, so we had a problem.
HOW DO YOU GET PEOPLE TO VENTURE OUT TO A NEIGHBORHOOD THEY DON’T REALLY KNOW?
THE ANSWER… A CAMPAIGN WITH CONTENT — DISCOVER BLOSSOM.
The Discover Blossom campaign blended the fun of a real world scavenger hunt, the flexibility and reach of social media with a beautifully designed series of posters that got people out to explore the neighborhood.
The series of four posters, featuring point values of 10, 25, 50 and 100, were hung in 20 various locations throughout Downtown LA, and people were encouraged to snap a photo of themselves by the posters and post pictures with the hashtag #DiscoverBlossom.
The points would accumulate and the top 3 entrants would take home $500, $300 and $100. And we used Facebook, Instagram and Twitter to supply hints and clues to the locations of the posters.
The campaign ran for five weeks, ending on July 9, and by all metrics was a big success garnering 223 total entries and at least 304,923 total impressions.
But the real success was in the way this contest integrated digital action and actual action to add to the Blossom Plaza brand. The campaign worked outside in and inside out, that is participants either saw our promotional content, went to our website/Facebook page to learn more and then went out to find the posters; or they saw our posters and went to our website/Facebook page to learn more.
Our biggest takeaway from this campaign was that people are willing to connect if you offer them compelling content. We didn’t offer just a slogan or a click to win at arms length over Facebook. Blossom Plaza reached out with content that invited people into our neighborhood and challenged them to act. It didn’t offer huge rewards, but it did offer something more—an experience that gave them the excitement of exploration and a good time.
It just goes to show that the use of social media can go beyond posts and tweets, and can have really great real world results when it’s done right.