Good Dunny hunting
In Japan, where smartphone technology adoption is much higher than most parts of the world, QR codes have become a common method for marketers to distribute information as part of promotional campaigns.
However, in the U.S. and many other countries that have been slower to adopt such technologies, a growing number of companies have been able leverage the new technology to differentiate themselves from competitors and attract consumers in smart, engaging ways.
During the weeks prior to the campaign's launch, We Are Plus developed a smartphone-optimized microsite with the backend technologies necessary to administrate the scavenger hunt. Embedded links in the QR codes were used to register hunters, deliver the daily prizes, and manage data for further interactions. In the meantime, campaign elements created by Kidrobot's artists, managing editor Mike Klar and his colleagues, were printed and disseminated by the Kidrobot street teams.
On launch day, Kidrobot distributed daily clues through a number of social media outlets, including its email newsletter, website, blogs, Twitter, and Facebook, to maintain a constant interaction with the players on their quests to win the ultimate prize.
Since the QR codes could easily be featured on stickers, T-shirts, billboards, flyers, and even on the back of pedicabs, they were posted all over downtown Manhattan, sometimes in surprising places.
The results
The success of the Dunny Hunt NYC '09 contributed to a 45 percent increase in sales at Kidrobot's New York retail store, compared to its previous Dunny Series release in 2008.
During the promotion, there were 400 click-throughs from the Dunny Hunt microsite that directed visitors back to the Kidrobot ecommerce site, and there were more than 2,000 hits on the Kidrobot message board related to the Dunny Hunt.
Highlights of the campaign's media exposure included coverage in Fast Company, Creativity Magazine, MediaPost, PSFK.com, Brain Magazine, and many other prominent outlets around the world. In total, 4,300 hits on Dunny Hunt related articles connected to the Kidrobot site.
Takeaways
Kidrobot and We Are Plus were very excited at the level of participation in the Dunny Hunt NYC '09 campaign. Everyone's hard work was validated by numerous requests from fans all over the world who wanted to bring the scavenger hunt to their home cities.
Building upon the cultural movement that Kidrobot has created, We Are Plus recognized that the company's fans would be excited to participate in an interactive, tech-centric campaign that would take them on a journey to collect their favorite toys.
With Kidrobot's products appearing in more than 1,000 stores worldwide, and additional store-galleries in San Francisco, Los Angeles, Miami, Dallas, and London, the Dunny Hunt NYC '09 was viewed by Budnitz as version 1.0. By virtue of its success, plans are currently shaping up to strategically roll the Dunny Hunt out in multiple cities in the months ahead.
Jeremy Hollister is founder and creative director of We Are Plus, and Nichole East is marketing manager for Kidrobot.
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