MOBILE POST PRODUCTION
PINTEREST "BUY" PINS
Krylon | Case Study
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.
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.
$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.
In support of the traveling production team we configured a rolling production studio to support the real time nature of the campaign:
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
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.