MODA: Experiential Campaign

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Challenge

Create brand affinity while promoting MODA’s exhibition — Graphic Intervention: 25 Years of International AIDS Posters to Atlanta’s gay community.

Approach

Created a low-cost guerrilla marketing stunt to promote MODA at Atlanta Gay Pride Festival:
• Created first-ever 4-foot high, faux-fur and feather boa AIDS ribbon.
• Produced and secured location in 5-business days.
• Promoted with local, influential media.

Create day of excitement for target audience, which included:
• Setting up a photo booth in the parking lot of most prominent gay bar on festival parade route.
• Offering free customized poster to every festival-goer who had their picture taken with goal of driving traffic to the exhibit at MODA.
• Engaged audience to have them become part of Atlanta’s Largest AIDS Awareness Poster, which created brand affinity for the museum.

Results

• More than 200 compelling portraits were taken between Pride Fest and additional portrait sessions during MODA’s Drink in Design Thursday night exhibits.
• Photo shoots became the driver of attendance on Thursday nights at the Museum.
• Increased brand support amongst highly-affluent, geographically relevant and high contribution Atlanta gay community.
• Revealed Atlanta’s Largest AIDS Poster on Dec. 1 — World AIDS Awareness Day— in which the museum stayed open for 24 hours straight.
• The microsite allowed for all participants to download their own image and share via social media.

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