Tasked with getting the word out about their new Hot Mesh Chair, we turned the classic childhood game of musical chairs into a Twitter-based tournament that kept players hooked for days in pursuit of Blu Dot’s newest creation.
Here’s how it worked: NYC-based band Doppio would play a song on bludot.com/musical-chairs. When they stopped, a phrase would appear on the screen for people to tweet with complete accuracy. The fastest tweeters kept advancing rounds until one contestant remained — the winner and new owner of a Hot Mesh Chair.
Game times were announced through Blu Dot’s Twitter account, often without much lead time. The unexpectedness kept fans dialed in to Blu Dot’s tweets and gained them many new followers over the course of the games. Within ten days we played 100 games and gave away 100 chairs.
The simple yet addicting game caught the attention of national media including Fast Company, the Huffington Post, and PSFK and was featured in the Communication Arts Interactive Annual. Widely hailed as a fun, innovative campaign from the modern furniture designer, there was no shortage of love from the Twitterverse as fans chimed in with praise during the ten drama-filled days.
“Great example of physical-meets-interactive advertising that integrates the product in a super creative way.”