Art Direction, Social Media Strategy
The challenge: 3M had an extensive base of people using ScotchBlue painters tape for art and creative projects, and needed a way to tap into that demographic to promote these 'off-label' uses through social channels.
Our solution was ScotchBlue Ribbon, a branded social media campaign that channelled highly active digital influencers, engaged them in a creative contest for prizes, sponsored digital publishing opportunities, and enabled the larger audience to easily nominate/participate as well.
The campaign revolved around the ScotchBlue Ribbon facebook app, which functioned like a microsite featuring award-winning projects. Users could browse featured projects, nominate artists they found elsewhere on the web with a pinterest-like bookmarklet, and win product and/or cash prizes for winning nominees.
Work completed while at Halogen.
