Game times were announced through Blu Dot’s Twitter account, often without much lead-time. The spontaneity kept fans dialed in to Blu Dot’s tweets and gained them many new followers over the course of the games. Within ten days we played 100 games and gave away 100 chairs
Blu Dot, designer and manufacturer of modern furniture, wanted to increase its social media presence and promote the new Hot Mesh Chair. What better way to generate engagement and conversation around a chair than a fun digital twist on the classic children’s game, musical chairs?
The challenge was to keep the design and user experience simple. We worked with Honest, a digital development company, and Doppio, an up-and-coming indie band, to create the new version of the game around an already existing social media platform: Twitter.
When the game started, Doppio would play a song on bludot.com/musical-chairs. When they stopped, a phrase would appear on the screen that people had to tweet with complete accuracy. The fastest tweeters advanced to the next rounds until one contestant remained. The winner of each game received a Hot Mesh Chair.
The folks at Blu Dot loved how the game captured the brand’s quirky, fun personality and how the game provided a natural platform to promote the Hot Mesh Chair.
The simple yet addicting game caught the attention of national media including Fast Company, the Huffington Post, and PSFK. It was widely hailed as a fun, innovative campaign from the modern furniture designer. And there was no shortage of love from the Twitterverse, as fans chimed in with praise during the ten drama-filled days. During that time we had 10,697 page visits, 59% of which were unique visitors. The average visit duration was 4:30, approximately equal to a full musical chairs game. In all, the event generated 3.3 million social media impressions.
