Picnic • Launch party
Synopsis
With a limited budget, we were challenged to design and market launch parties for Picnic, aimed at students in Edinburgh and Nottingham. Inspired by alternate reality games, we created a guerilla campaign that cost £250, and resulted in 500 signups and 350 attendees, saving the rest of the budget for those neon signs we desperately wanted to have made.
With a limited budget, we were challenged to design and market launch parties for Picnic, aimed at students in Edinburgh and Nottingham. Inspired by alternate reality games, we created a guerilla campaign that cost £250, and resulted in 500 signups and 350 attendees, saving the rest of the budget for those neon signs we desperately wanted to have made.
Disciplines
Experiential design
Guerilla marketing
Web design
Experiential design
Guerilla marketing
Web design
Client
Picnic
Picnic
The party was teased via a mysterious sticker and poster campaign across both cities. We worked directly with local student ambassadors to make sure we targeted student-heavy areas.
Scanning the QR code opened a minisite where people could sign up to attend the party. Once we’d captured their phone numbers, we could text them a link to download the app, which acted as their entry ticket.
Working in collaboration with the venue and their suppliers, we designed the event space for both parties, along with flyers, stickers and merch, as well as a video projection of 90s internet-related TV shows and adverts.
