“Pinsperation.” It’s a thing. And brands are taking notice.
Pinterest has become a creative, direct way for brands to engage and inspire their fans and customers–a well-managed pin board can introduce new products, promote ideas, and reach new audiences. But one brand has taken the opportunity a step further by recognizing that inspiration is a two-way street; if a brand can inspire people through Pinterest, then it can also open itself up to be inspired.
Caribou Coffee, along with ad agency Colle+McVoy, has created a five-story-tall “Living Pinterest board,” and has parked it in the middle of the country’s largest shopping center, The Mall of America. The board features two large screens, which display photos from fans on Instagram and Twitter that are tagged with the hashtag #CaribouInspires. The coffee company has used the images and ideas from its customers as inspiration to create its new coffee, Real Inspiration Blend.
Like the recent fad of Tweet-powered vending machines and stages and whatnot, this campaign successfully sends the message that people’s thoughts, feelings and ideas shared on social media can have real-world outcomes, tangibly rewarding the brand’s customer base for engaging with the company. Creative, clever, and pretty hard to miss!