In order to simulate the experience of playing Pictionary without a pen and paper, a unique campaign was set up in Guatemala with the aid of Saatchi & Saatchi.
The creation of Pictionary's Cloud Sketch involved suspending a giant white picture frame in the sky, challenging people to share what they saw inside of them by taking a photo and sharing it on Twitter with the #ISEE tag. Appealing to everyone's inner child, it's no surprise that the fun and lighthearted campaign managed to spark more than 25,000 conversations on the social network—whether it was people identifying with the shapes found or looking for clarification on what others thought they saw.
By reinventing a simple childhood game, Pictionary succeeded at letting excitement on social media drive its #ISEE campaign.
Imaginative Cloud Campaigns
Pictionary's Frame in the Sky Inspires the Public to See Cloud Shapes
Trend Themes
1. Outdoor Interactive Advertising - The use of outdoor interactive advertising campaigns that rely on social media to encourage user engagement.
2. Experiential Marketing - Brands using experiential marketing to create memorable, tactile experiences for their customers.
3. Crowdsourced Content - Brands encouraging user-generated content by promoting hashtags and other forms of crowdsourced content.
Industry Implications
1. Advertising - Advertising companies can create unique and interactive campaigns that rely on social media engagement.
2. Marketing - Marketing companies can use experiential events to connect with customers in a more tactile way.
3. Social Media - Social media platforms can develop new tools and features that make it easier to create and share crowdsourced content.