Post-it® has traditionally focused on the B2B market and wanted to expand their target and market potential. They created a unique co-promotion targeting women through the popular TV show 'Project Runway'. The TV show and Post-it® joined forces to create a special challenge for the design contestants to design evening gowns entirely from Post-it® Notes. 3M needed to find a way to tap into the show's dedicated consumer following and extend and maximize the value of the limited airtime the brand would receive.
Dashboard developed a social media application that allowed users to design their own fashion looks with a chance to win a $5000 shopping spree. The contest allowed women to design outfits in sections on a Post-it background (as if mixing and matching using the Post-it notes themselves).
The designs were then submitted as a contest entry. Extra chances to win were given for additional designs and for 'telling' friends. Submitted designs could be viewed on the contest home page.
To maximize reach with this target we developed the contest as a standalone application, allowing us to house it on both the Post-it® Canada Facebook page as well as the site (www.designitwithpostit.ca). As a result we were able to utilize the broadcast media during the Project Runway episode, a strategic online media buy, and "word of mouth" on Facebook.
