Abstract
During BLINK, hundreds of thousands of people pour into Cincinnati’s restaurants and bars, and that is where this campaign meets them. “Cincy Passport” is a passport-based campaign that encourages people to explore Cincinnati. With the Cincy Passport, people can collect stamps by attending upcoming art events around Cincinnati. To discover which events are happening and where to collect their next stamp, users are encouraged to download and explore the ArtsWave App.
Especially during BLINK, people could pick a Cincy Passport up at an ArtsWave activation or at participating Hidden Menu restaurants/bars. After BLINK, Cincy Passport can be picked up at the art event locations.
The Hidden Menu section in the ArtsWave App tells people which restaurants and bars will participate and what the items will be. Once people visit one, the restaurant gives them unique stamps, which can be different symbols, the waves, BLINK-inspired graphics, etc.
The passport gives people a reason to download the app earlier to plan their visits. A QR code on a social post leads them to the free ArtsWave App. Guests then unlock Hidden Menu items and learn that the ArtsWave Pass is free throughout October, which gets them a discounted Pass price on the item they just discovered. That one interaction moves a guest from awareness to download to Pass trial within a single visit.
By putting the message where people are already eating, drinking, and exploring, the campaign makes the ArtsWave App feel like a secret key to the city rather than an advertisement.
My client & My team
Client:
ArtsWave: Ryan Strand, VP of Marketing and Design
My team:
Project manager: Jeni Barton, Director of Digital Products
Concept creator: Ly Ly Luong
The challenges
Every October, BLINK attracts hundreds of thousands of visitors to Cincinnati’s streets, restaurants, and bars, creating a valuable opportunity for ArtsWave, the festival’s Illuminating Sponsor, to introduce the ArtsWave App to a wider audience. However, since most visitors come primarily for BLINK’s light installations, they may overlook the app or see little reason to download it. Even those who download it might mistake it for a BLINK-specific app and stop using it once the festival ends.
Another challenge is clearly communicating the difference between the ArtsWave App and the ArtsWave Pass. While the app is always free, the Pass is a paid subscription offered for free during October. Without clear messaging, visitors may assume the app requires payment or misunderstand the value of the Pass. ArtsWave must also promote its involvement in BLINK without suggesting that it organizes the festival.
The main challenge is to give festival-goers a compelling reason to download and explore the ArtsWave App during BLINK, experience the benefits of the ArtsWave Pass while it is free, and continue using it beyond the festival. Ultimately, the goal is to turn a short-term festival experience into a lasting connection with Cincinnati’s arts and entertainment community and encourage users to become paid ArtsWave Pass subscribers.
The process
My target audience: Cincinnati locals and festival-goers attending BLINK who do not know about the ArtsWave App and its benefit yet.
Proposed Touchpoints: Designed a cohesive experience across three touchpoints to spark curiosity, encourage participation, and build lasting engagement with the ArtsWave App.
- Touchpoint 1 – Social Media Teasers: Social media posts reveal hints about hidden menu items at participating BLINK restaurants and bars, sparking curiosity and encouraging festival-goers to download the ArtsWave App to discover these secrets.
- Touchpoint 2 – Cincy Passport: A physical passport allows festival-goers to collect unique stamps when they discover and purchase hidden menu items during BLINK. This creates an interactive scavenger hunt that encourages visitors to explore Cincinnati’s local restaurants and bars while making memorable connections with the city.
- Touchpoint 3 – Physical Rewards: During BLINK, festival-goers can earn exclusive rewards by unlocking a certain number of hidden menu items. For example, unlocking three secrets earns a sticker bundle, while unlocking five earns a customized collectible pin. These rewards motivate continued participation and provide tangible reminders of their experience with ArtsWave.
The solution
Touchpoint 1 – Social Media Teasers
Touchpoint 2 – Cincy Passport
Touchpoint 3 – Physical Rewards
