Partygoers Buzz Over SMS Text Clues for “Where’s Waldo”-inspired Hunt at Nightclub

Client: BLO. Blow Dry Bar

Blo is Canada’s only Blo Dry Bar offering customers a wash, and blow dry from their menu of 8 styles.

Campaign: “Love Lockdown”

In collaboration with Donnelly Nightclub and The Good Life, this party raised money the Look Good Feel Better charity while raising awareness of Blo’s services and products.

Objectives:

Introduce SMS text messaging into the nightclub environment

Integrate text messaging “calls to action” into all pre-event marketing to build mobile database

Send SMS text reminder 24 hours before the event

Engage partygoers with an interactive “Where’s Waldo”-inspired text message game at the event

Prm (prospect relationship management) Modules:

Text Messaging - prmText

How it worked:

In addition to SMS text messaging that allowed kept partygoers informed with event details, VIP access, and prizes, a variety of new marketing tools were used including Blo’s blog (bravolimaoscar.com), a street art campaign, Youtube event teasers, and Facebook invite.

Pre-event marketing including print postcards distributed by the “Blo Girls” promoted participants to “Text LOVE to 889988 for Prizes + VIP Info”.

24 hours before the event, all participants that texted in received an event reminder with an exclusive SMS offer, “No line/NO cover til 10pm @ Republic. Heels on. Kicks tied. Then wig out in pink wigs. Show text @ door. The pinkness is CALLING.”

The event featured hundreds of women strutting down the pink carpet with some rocking pink wigs, a complimentary “Blo-on-the-Go” station for hair touch-ups, a post-it message board to leave notes for other partygoers, and a “Where’s Waldo”-inspired text messaging game.

‘WANTED’ posters featuring the “Real Pink Wig Girl” were scattered throughout the club. At midnight partygoers shared their midnight text with others and the viral buzz sent them on a hunt amongst the sea of pink wigs to win free drinks, shots, and prizes.

The Results:

The multi-platform campaign of innovative marketing techniques, including a SMS “text to win” contest, event reminder, and interactive “Find the Real Pink Wig Girl” game, proved to be a fun and successful event with over 650 party guests.