Mystery cube benefactor revealed
Cloud computing startup Ninefold has revealed that it was behind a campaign that saw Sydney digital agencies given $500 bar tabs by a mystery benefactor if they could find a white cube.
The final giveaway took place at Mumbrella360, of which Ninefold was a sponsor.
The five week treasure hunt, created by PR agency Text 100, saw the creation of the Cube Checks competition.
The unbranded campaign used Twitter and Foursquare to challenge agency staff to follow clues and find the white cube somewhere near their office. If found they found it, they won a bar tab.
Hannah Schwartz, Ninefold’s sales and marketing director, said: “We wanted to avoid a traditional direct pitch campaign with a call to action that would just have been ignored and instead spark curiosity around our brand.”
The winner of the $500 bar tab at Mumbrella360 was Optus marketing manager Dianne Draganovic.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Ninefild is the laighing stock of the cloud world: only one storage node for cloud means no backup. No wonder it needs to buy peopel drinks …
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Not sure what you mean Mr anonymous-person-who-types-too-fast. 😉
We have multiple storage nodes and also provide an in-cloud backup solution for customers.
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It sounds like a very impressive campaign that was well thought out and a little unusual / refreshing. Not sure how someone who is anon-e-mouse can be taken seriously! Heard good things about Ninefold
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What makes them think they have a right to graffiti our streets? Hope they pay for it.
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Thanks for the kind feedback, Simon. The strategy and planning were indeed the most crucial elements of this campaign, and helped us to ensure it was a micro-targeted B2B comms program. I’m looking forward to sharing the case study and metrics later 🙂
And Matt, it’s chalk. Washes off in an instant, particularly in this torrential Sydney rain – but if you’re concerned about a stencil let me know and I’ll happily come and wash it myself!
Cheers,
Kara eerily 🙂
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Damn you autocorrect! Of course, it’s *Karalee :-/
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Great to see a campaign that uses social media not just for the sake of using social media but with a strategy that is taregted and with a relevant/inticing offer to its audience. Interested to hear the results in the case study.
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Ah, chalk is much better… there have been quite a few instances of paint that I’ve seen which is disgraceful. Chalk may still not be legal, but WAY better than paint 😉
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