This Fun Kissing Booth by DENTISTE' Ecourages Affection in Public
Laura McQuarrie — January 6, 2015 — Marketing
References: dentiste.jp & creativeguerrillamarketing
Claiming that Japanese people have a difficult time expressing romantic feelings, toothpaste brand DENTISTE' set up a kissing booth that managed to help people express affection in both a very private and public way.
The installation in Tokyo was set up indoors, consisting of a screen that a couple could go behind and kiss. Out in the open, onlookers would see only two silhouettes of the kissing couple inside. Branded with the DENTISTE' logo, the giant lightbox was like a live shadow puppet show for all. In order to make the best shadows possible, some of the couples really got into the theatrical spirit of the stunt. After the live event, couples were able to share an image of the romantic moment on social media.
The installation in Tokyo was set up indoors, consisting of a screen that a couple could go behind and kiss. Out in the open, onlookers would see only two silhouettes of the kissing couple inside. Branded with the DENTISTE' logo, the giant lightbox was like a live shadow puppet show for all. In order to make the best shadows possible, some of the couples really got into the theatrical spirit of the stunt. After the live event, couples were able to share an image of the romantic moment on social media.
Trend Themes
1. Increased Public Display of Affection - The popularity of the kissing booth installation suggests a trend towards a greater acceptance and desire for public displays of affection.
2. Interactive Brand Experiences - Utilizing interactive installations like the kissing booth can create memorable experiences for consumers, enhancing brand engagement and loyalty.
3. Social Media Sharing Experiences - Encouraging social media sharing of romantic moments can contribute to the trend of creating and curating an online presence that reflects one's personal brand.
Industry Implications
1. Toothpaste - Toothpaste brands like DENTISTE' can leverage interactive installations to promote their products and engage with consumers in a unique way.
2. Marketing and Advertising - The success of the kissing booth installation demonstrates the potential for innovative and interactive marketing campaigns that capture attention and generate buzz.
3. Event Planning and Experiential Marketing - Companies specialized in event planning and experiential marketing can explore opportunities to create unique and engaging installations that attract and captivate audiences.
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