Meat on a stick, anyone? Metromix Summer Festival GuideFebruary 1, 2011
Campaign Goal(s): Position Metromix as the leading source of information on summer festivals in Chicago, and drive incremental traffic to the festival guide portion of the site.
Primary target: Young trendsetters and working professionals – male and female – 21-34 – city.
Creative strategy: Summer festivals are one the great rewards of surviving through Chicago’s bitter winters. In this campaign, we crafted a visual style reliant on iconic images of the festival experience (wristbands, hand stamps, food on a stick, etc.). Colorful and unique typography and custom photography against a black background provided striking visual impact and appeal.
Channels Used: Print, online display, email, events
Results: Metromix saw a 43% increase in site traffic to the festival guide over the prior year. In addition, this unique visual approach, when applied to their festival onsite activation efforts, helped attract people to the Metromix booth, allowing them to directly engage their audience and build upon their email and mobile registration lists.
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