The #TiffanyBlue Campaign Coats NYC Streets in an Iconic Color
Laura McQuarrie — May 4, 2018 — Marketing
References: google & thedenizen.co.nz
Aside from being well-known for its precious, high-end jewelry, Tiffany & Co. can quickly and easily be identified by a certain shade of teal blue—which is at the focus of the #TiffanyBlue campaign.
To celebrate Paper Flowers as the first new jewelry collection to be released under chief artistic officer Reed Krakoff, Tiffany & Co is splashing color on the streets of NYC. To help urban explorers discover all of the spots in New York City that have been decorated in the iconic #TiffanyBlue, Tiffany created a custom Google Map detailing all the points of interest. Some of the photo-ops include blue-tinted taxi cabs and subway stations, which of course are accented with plenty of paper flowers.
This edgy, experiential campaign from Tiffany is a reflection of one way that Krakoff is redirecting the brand to capture Millennial interest.
To celebrate Paper Flowers as the first new jewelry collection to be released under chief artistic officer Reed Krakoff, Tiffany & Co is splashing color on the streets of NYC. To help urban explorers discover all of the spots in New York City that have been decorated in the iconic #TiffanyBlue, Tiffany created a custom Google Map detailing all the points of interest. Some of the photo-ops include blue-tinted taxi cabs and subway stations, which of course are accented with plenty of paper flowers.
This edgy, experiential campaign from Tiffany is a reflection of one way that Krakoff is redirecting the brand to capture Millennial interest.
Trend Themes
1. Experiential Marketing - This campaign by Tiffany & Co. demonstrates the power of experiential marketing to engage consumers and create memorable brand experiences.
2. Customized Brand Experiences - Using a custom Google Map to highlight specific points of interest showcases the trend of creating personalized and interactive experiences for consumers.
3. Brand Authenticity - Tiffany & Co.'s #TiffanyBlue campaign reinforces the importance of maintaining and showcasing a unique brand identity in order to connect with consumers on a deeper level.
Industry Implications
1. Jewelry - Jewelry brands can explore creative ways to engage consumers through experiential campaigns and customized brand experiences, as demonstrated by Tiffany & Co.'s #TiffanyBlue campaign.
2. Tourism - The trend of creating unique and visually appealing attractions, such as the blue-themed locations in NYC, presents opportunities for the tourism industry to attract more visitors and create immersive experiences.
3. Market Research - By leveraging customized Google Maps and social media campaigns, brands can gather valuable insights about consumer interests and preferences, providing opportunities for market research companies to offer targeted data analysis services.
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