Moonpig's Shed-Inspired Installation Promotes Its Flower Delivery Service
Laura McQuarrie — October 13, 2015 — Marketing
References: prexamples
In an unexpected marketing measure, Moonpig used a confession booth to advertise its flower delivery service.
The installation set up at London's One New Change showcased an assortment of bouquets from the business, as well as a garden-themed 'Confession Shed.' At this spot, visitors were invited to "confess" to someone they felt they should thank, apologize to or say "I love you" to. In addition to handing out free bunches of flowers throughout the day, participants were also eligible to receive a free flower delivery once they confessed and had their photos added to the side of the Confession Shed. Conversations from the fun installation were also carried online using the #MoonpigMoments tag.
Although this installation was not tied to any specific holiday, it's easy to imagine how useful it would be following forgotten Valentine's days, birthdays and other big celebrations.
The installation set up at London's One New Change showcased an assortment of bouquets from the business, as well as a garden-themed 'Confession Shed.' At this spot, visitors were invited to "confess" to someone they felt they should thank, apologize to or say "I love you" to. In addition to handing out free bunches of flowers throughout the day, participants were also eligible to receive a free flower delivery once they confessed and had their photos added to the side of the Confession Shed. Conversations from the fun installation were also carried online using the #MoonpigMoments tag.
Although this installation was not tied to any specific holiday, it's easy to imagine how useful it would be following forgotten Valentine's days, birthdays and other big celebrations.
Trend Themes
1. Experiential Marketing Installations - Brands can use immersive installations that offer unique interactive experiences to create viral marketing opportunities.
2. Emotion-based Promotions - Companies can offer promotions that encourage customers to express their emotions, leading to positive associations with their brand.
3. Online-offline Integration - Integrating online and offline experiences, like using hashtags to share event experiences online, can increase engagement and broaden reach.
Industry Implications
1. Floral Delivery Services - Flower delivery services can use experiential marketing installations to differentiate their brand and create powerful viral marketing opportunities.
2. Event Planning - Event planners can use the idea of confession booths and emotional marketing tactics to add unique experiences and encourage interaction among guests.
3. Social Media Marketing - Social media marketers can use online-offline integration tactics to encourage sharing and broaden the reach of their event campaigns.
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