Make a better one yourself, then: KIASMA Museum of Contemporary Art
“We based our campaign on how most people perceive contemporary art. A common expression is ‘my son could’ve done that. Well, now your son gets his chance.”
We’ve all probably been guilty of looking at a piece of art and saying: “I could do better than that.”
It’s often not that simple though, and Finnish agency Hasan & partners were mobilized by the KIASMA Museum of Contemporary Art in Helsinki to get people to put their words into action.
Using the real critiques from discussion forums and newspapers as the basis, this campaign then added the slogan “Make a better one yourself then” and invited the public to upload their own piece of art to a Facebook gallery, which were then voted on accordingly. Around 600 pieces were submitted over the summer, and the campaign was designed to inspire positive debate on the subject of contemporary art.
No apps were needed for this one, simple Facebook Pages were used, making this a relatively simple and cost-effective campaign to replicate, with a little bit of your own imagination thrown in for good measure.
People like nothing better than putting their wits up against the so-called experts, so you could get people to submit their own photos, videos, stories, poems, logos, straplines…whatever may be relevant to your company. You can run a competition and let the community decide, or you can vote in-house.
Here’s the campaign video for the he KIASMA Museum of Contemporary Art:
Get on the bus: Contiki
“Win the trip of a lifetime, for you and 4 friends, worth up to $25,000. Choose a trip, gather a crew, get votes and win!”
The agency here was New York-based Affinitive, and the client was Contiki Holidays, a travel company for 18-35 year olds. The firm wanted to raise brand awareness, and to reach a younger target audience they developed ‘Get On The Bus’, a Facebook app and competition that encouraged fans of Contiki to create their own dream trip, and invite four Facebook friends to join their imaginary vacation. They would then campaign for votes and attempt to win a $25,000 world trip.
The app was designed to be personalized, which helped make the ‘game’ viral. So, the average age and gender breakdown of the passengers on each bus was shown, it also brought in the music, movies, likes, and interests each passenger had. Each ‘bus page’ enabled comments for friends to communicate and work out their strategy during the voting period.
Contiki’s Facebook Page gained more than 10 million online impressions through Facebook shares, Likes, tweets, and additional coverage from across the social sphere.
Last month we reported on a similar success story operated at Expedia, which managed to grow its Facebook fan-base by 750% in 6 weeks, surpassing the magical million mark.
These campaigns show that personalization, competition and prizes can be combined to create viral, interactive Facebook campaigns.
