BRAND STRATEGY
MOBILE POST PRODUCTION

SOLUTION ARCHITECTURE
eCOMMERCE INTEGRATION
PINTEREST "BUY" PINS
TWITTER INTEGRATION
DISPLAY RETARGETING
MOBILE FULFILLMENT

 

Krylon | Case Study

Challenge: 

Krylon is the sponsor of the “World’s Longest Yard Sale” or, as it is more commonly called, The 127 Yard Sale. We were tasked with providing a digital solution that allowed the mobile production team the ability to produce media, blog the experience in real time, offer merchandise for sale online, ship products from the road, and drive qualified traffic to the microsite to convert consumers.  
 

Solution:  
For this 690–mile long “yard sale," the idea of transforming 127 old items into new using Krylon spray paint was brought to life. Doubling as both a transportation method and base of operations, we created and outfitted a customized van to handle all the action that was connected to the web, allowing for virtually instant mobile publishing and fulfillment. 

Results: 

  • $2.7mm in earned media

  • Traffic to Pinterest increased by 400%

  • 1.5mm website visits

  • Winner of Cannes, One Show and Type Directors Club Awards.

 

PROJECT OVERVIEW

In support of the traveling production team we configured a rolling production studio to support the real time nature of the campaign: 

  • Broadband Internet 

  • Rolling post-production/edit studio 

  • Publishing system to broadcast buyable Pinterest ads, twitter for vlogging & blogging real-time 

  • Integration with FedEx for mobile fulfillment and shipping 

 

CUSTOM-BUILT MOBILE PRODUCTION STUDIO

Everything we revived on tour, we sold on Pinterest for a significant markup.

As the first brand to turn Pinterest into a marketplace, we also helped launch the social network’s new buyable pin functionality.

 

FIRST-EVER "BUYABLE" PINTEREST ADS

 

MICROSITE

The site needed to give users the ability to follow our ground team through the different stages of the sale — from the teaser to the conclusion. The site would be responsible for tracking the van, providing up-to-date countdowns, and social media content, as well as acting as a showcase for the collected items that would go up for sale.  By tracking the “yard sale,” the site served as a log of events, as well as a hub for "how-to" videos.

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