Home  › Social › Social Media
bludot-musical-chairs-game-1-d

Furniture Company Blu Dot Hosts Musical Chairs on Twitter

  |  December 6, 2012   |  Comments

The modern furniture brand is inviting Twitter users to play musical chairs online for a chance to win physical chairs.

In its latest digital promotion, modern furniture brand Blu Dot has Twitter users scrambling to fill virtual seats during ten days of musical chairs on Twitter.

The initiative is intended to promote actual chairs -- each winner receives one -- while also extending brand awareness for the Minneapolis-based company.

Beginning December 3, Blu Dot is hosting 100 games as it gives away 100 of its Hot Mesh chairs to game winners.

In order to participate, Twitter users must visit the microsite musicalchairs.bludot.com.

At the beginning of each game, there's an image of the band Doppio playing from overhead, surrounded by ten chairs. When the band stops, a phrase appears that participants race to tweet first. In the initial round, the first ten tweeters that type the phrase exactly as it appears -- spelling, capitalization and punctuation included -- earn a seat in the game. As in a real-life game of musical chairs, the number of chairs is reduced with each subsequent round until only one seat remains. The final Twitter user remaining wins a free chair.

There are more than 40 phrases included in the game. They appear in random order. Phrases include: "Some chairs got it. Some chairs don't. #bludot" Each includes the hashtag #bludot.

"The timing [for each game] is totally random," says Blu Dot CEO and Founder John Christakos. "The phrases are just silly phrases that are vaguely related to Blu Dot or the chair."

Blu Dot worked with advertising and branding agency mono on the campaign.

The agency partnered with Doppio to curate the music for the games, using seven of the band's songs. In between games, the microsite shows the band members playing indoor golf, throwing cards in a pitcher, typing at a typewriter and doing yoga.

Twitter users are not required to follow @bludot to participate, but they do need to sign in to Twitter and agree to the rules. Followers of @bludot receive notifications about game times and winners as well as tips. Blu Dot had 3700 followers as of Tuesday.

"We are hoping that this game will result in more followers of Blu Dot, and we'd be happy to share the progress we're making once we're a few days into the game," a Blu Dot rep says.

Mono created a video on Vimeo to explain more about the initiative.

Blu Dot is promoting the campaign on Twitter with the hashtag #musicalchairs.

"We're a small company, so there's no massive budget behind this. It's not like Coca-Cola is doing it," Christakos says. "The idea is that the fun, engaging quality itself will bring the eyeballs."

Blu Dot first partnered with mono in 2005.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...