February 6, 2013
In November of 2009, Blu-Dot, a Minneapolis-based furniture maker, launched a guerrilla promotion utilizing social media that revolved around its $129 “Real Good Chair.”
The company left their chairs curbside at various locations throughout New York City. Apartment dwellers, of course, “curbmined” them and took them home. The chairs were equipped with GPS devices that allowed the company to track where their chairs ended up. A Twitter feed updated followers to the chairs’ whereabouts, and a Google Map, located on the company website, charted the chairs’ paths.
Blu-Dot then visited the new chair owners, interviewed them on video for publication on their website, and let them keep the chairs.
Topics: digital PR, public relations, PR tips, shared media
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