Client: Utica Square
Role: Strategist, Producer
Goal: Increase millennial attendance and awareness of Summer’s Fifth Night
A Brothers & Co. client, a high-end retail and dining destination in Tulsa, OK, wanted a way to connect with younger millennials during Summer’s Fifth Night, a series of free outdoor concerts that they host once a week in the summer. Our team proposed the idea of the “Instastand,” a lemonade stand that only accepts photos with #uticasquare as payment. Our success metric was set as a noticeable increase in the number of uses of #uticasquare on Instagram and Twitter. We had a white rolling cart with umbrella that matches our client’s brand look and feel designed, and teamed up with Williams-Sonoma, a Utica Square merchant, to donate the lemonade. We promoted the Instastand and Summer’s Fifth Night with a series of photos and videos on Facebook, Twitter and Instagram leading up to the event. The Instastand was successful at the event, increasing Utica Square’s customers’ awareness of its presence on social media, and (more importantly) meeting our goal – hashtag use increased during that Summer’s Fifth Night concert by 400% when compared to the average use of the hashtag. The campaign was so successful, that we brought the Instastand back for a Christmas event – this time handing out bags of candy in exchange for the use of the hashtag.
In Summer 2015 we brought the Instastand back to Summer’s Fifth Night, this time increasing the use of #uticasquare by 953%.