Client: Utica Square
Role: Strategist, Producer
Goal: Increase millennial attendance and awareness of Summer’s Fifth Night

Instastand-1716A 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 10517958_10152122953571086_7223879506545374886_npresence 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.

UPDATE:

In Summer 2015 we brought the Instastand back to Summer’s Fifth Night, this time increasing the use of #uticasquare by 953%.

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