SESSION:
Marketing Lessons from the Art Institute of Chicago’s Red Cube Project

DESCRIPTION:
In December 2009, the Art Institute of Chicago launched a citywide art project to support 500 Ways of Looking at Modern – a year-long exploration and celebration of all things modern. The effort involved scattering 500 red cubes around Chicago. Each cube had its own art project for the finder of the cube to complete. Thousands of people, from Chicago and beyond, participated. The user-generated contributions turned the Red Cube Project into its very own example of modern word of mouth marketing success.

TEACHERS:
Kevin Lynch (Proximity Chicago)
Gary Stoppelman (Art Institute of Chicago)
Carrie Heinonen (Art Institute of Chicago)

THREE QUESTIONS:
What marketing challenge does your School of WOM session address?
KEVIN LYNCH (KL): “For marketers with all the money in the world, this session will be entirely useless. For those who have limited budgets, however, the session shows how marketing components that cost the least can actually generate the most discussion.

Describe the moment you knew this marketing program was making a difference.
(KL): “At its core, the Art Institute’s Red Cube Project thrust homework projects onto unsuspecting Chicagoans. Within 2 days, 35% had already played along. That type of immediate response sent a clear message the campaign would be a success.”

Share one actionable takeaway attendees will learn from your session.
(KL): “All media should be treated as social. Thus, the focus should be on having a great idea and then figuring out how to ensure participation. Too often, brands start with the objective of ‘creating a viral social media program’ rather than focusing on creating a holistic idea borne out of human insights. If you do the latter effectively, you can better your chances of creating social media success.”

>> Learn more about the School of WOM and review the full agenda.