BACKGROUND
Blu Dot is an award-winning designer and manufacturer of modern furniture,
but brand awareness was limited outside of design circles.
THE IDEA
Inspired by “curb-mining” (the obsession with both placing and taking furniture
home from the street), we placed 25 of Blu Dot’s signature Real Good Chairs
all over New York, free for the taking. The catch: we enabled many of the
chairs with GPS to see where they’d go.
RESULTS
The two-day, multimedia experiment was comprised of real-time tracking,
Twitter feeds, and a documentary film. It garnered over 130,000,000 media
impressions for the brand without a single media dollar spent.
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