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SUCCESS IN A FLASH A C A M PA I G N S T U D Y . 2 0 11


Success in a Flash: A Campaign Study September 2011

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Client

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Challenge

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Lahaina Cannery Mall

Build awareness of annual two-day hula festival for under $300. Solution Gilbert & Associates put a cultural spin on topical phenomenon, organizing the world’s first Tahitian dance flash mob. For this ambient event, Gilbert & Associates leveraged existing relationships with production partners and performers to arrange low-cost and in-kind participation. The Ka‘anapali locale was selected for its high concentration of visitors, central location and role as Ka‘anapali Resort’s main pedestrian artery. On July 22, 2011, a typically placid morning on Ka‘anapali Beach became a swirl of song and dance in a flash as visitors, hospitality workers and other onlookers watched more than 20 youth rise and sway to the sound of Polynesian percussion. Event and coupon collateral, including a hula girl color page for the kids, were distributed to the crowd. The performance was captured on video and posted on Lahaina Cannery Mall’s branded YouTube page (YouTube.com/LahainaCanneryMall) within days.

Gilbert & Associates, LLC. . Advertising. Marketing. Public Relations. . 808.871.6230 . info@GilbertAdvertising.com . GilbertAdvertising.com


Success in a Flash: A Campaign Study September 2011

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Return: Short-term . More than 1,300 attendees at the weekend event . Official flash mob video by Lahaina Cannery Mall received more than 15,000 views in the first 14 days of being posted . Massive traffic spike to Lahaina Cannery Mall’s official YouTube page . Tens of thousands of impressions garnered with social sharing (Twitter, Facebook, LinkedIn, etc.) . Video was shared by more than 1,000 individuals on Facebook via the HawaiiNewsNow.com posting alone . Story made statewide new cycle of every major news network in Hawaii, including KGMB (CBS), KHNL (NBC), KHON (FOX) and KITV4 (ABC), for almost 24 hours (evening, late and morning news broadcasts) . Video featured very prominently on Maui-based TV/internet newscasts, including MauiNow.com and MauiTVNews.com (full-length video included) . Mentions in various offline recourses including the Honolulu Star-Advertiser . Single-month record for visits to official website LahainaCanneryMall.com set in July and again in August . Spike in YouTube subscribers and Twitter followers following initial video post . Recognition from industry publications, including being lead story for Shopping Center Weekly newsletter (Tactics Magazine/Mall Media)

Gilbert & Associates, LLC. . Advertising. Marketing. Public Relations. . 808.871.6230 . info@GilbertAdvertising.com . GilbertAdvertising.com


Success in a Flash: A Campaign Study September 2011

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Return: Long-term The official flash mob video has a permanent home on Lahaina Cannery Mall’s YouTube page. With video viewing and sharing on the rise (approximately 71%* of online adults currently watch videos on a video sharing site such as YouTube, we can surmise there will be thousands of additional impressions promoting the Lahaina Cannery Mall brand to new audiences and reinforcing top-of-mind recall within target audiences. The video will further stand to reinforce the center’s position as creative industry thought leaders and culturally aware community members, and, ultimately, promote the Lahaina Cannery Mall brand indefinitely.

*Pew Internet & American Life Project, May 2011

Gilbert & Associates, LLC. . Advertising. Marketing. Public Relations. . 808.871.6230 . info@GilbertAdvertising.com . GilbertAdvertising.com


G&A Case Study: Success in a Flash