Monday, October 21st 2019

Oct 21, 2019

Magnolia Home Paint & Silobration

Jessica Darke, Producer

If you haven't heard of Chip and Joanna Gaines, you haven't been exposed to two of the biggest stars in home improvement and interior design of the last 10 years. They have single-handedly put the spotlight on Waco, Texas and this time, created a cult following of DIYers, influencers, and hard-working folk who appreciate the family values Chip and Joanna infuse into every project they complete. Each fall Chip and Jo host Silobration, a celebration that features concerts, vendors, and fair-like games.

Our client, Magnolia Home Paint, approached us for Silobration booth ideas that would communicate key product benefits in fun and memorable ways. What we heard: develop a fair-like experience for the brand that will increase booth linger-time, shareablity on social, and brand affinity.

Working with the client team, we created a solution that included creating three distinct areas within the 30-foot tent that would each act to communicate a slightly different brand message while feeling like a holistic brand experience.

Area 1: Hero 25 market collection paint colors.
Solution: paint giant Jenga in the 25 market collection colors, creating an interactive experience and a tactical color engagement.

Area 2: Create brand awareness, shareability.
Solution: A branded photo booth to lure visitors in to take a photo for the 'gram and share it to their own social media pages for a chance to win a key prize.

Area 3: Showcase key products.
Solution: Develop a fair-like toss game, where the goal of the game is to get your brush into the Magnolia Home Paint can. The game featured gallons, quarts, and sample size cans of the Magnolia Home interior, trim and cabinetry, and exterior paint.

The experience was a huge success with visitors lining up to play the toss game, take their photo, and spend time playing giant Jenga. The brand earned over 5.5 MM impressions through social media sharing.

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