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.