Issue: The Art Series Hotel Group wanted to run a room rate promotion to maximise occupancy during the holiday season.
Idea: The Series’ media agency, Naked Communications conjured up a daring ploy to hide a Banksy art work “No Ball Games” worth AUD$15,000 in one of the hotels. A competition was then run encouraging guests to “stay the night and steal the art,” with the successful thief keeping the treasure for themselves.
I contributed as an independent consultant in the early stages of the campaign – Phase One (pre-hype and early community engagement). I wrote content for publishing to the Twitter and Facebook communities in line with Naked’s social media strategy, to explain the competition, build awareness and promote the value of the prize. Topics such as Steal Banksy in the news, about Banksy himself, about the artwork and about urban/street culture and graffiti art. I also advised on social media risk mitigation / crisis planning in the event of any negative backlash associated with the campaign.
Impact: 167 pieces of media coverage
5000+ page views to www.stealbanksy.com.au
#banksy trending on Twitter day one
highly engaged community through story-telling and hype
View a recommendation on my contribution to this campaign from the Series, on LinkedIn.
