ADMA Forum: Making Something Digital Analogue by Unplugging Pinterest

ADMA Forum: Making Something Digital Analogue by Unplugging Pinterest
SHARE
THIS



When Michaela Brockstedt, former vice president of marketing for Westfield Group, discovered a correlation between the demographic of Westfield patrons and Pinterest users, she had an ‘Aha’moment.

“Instead of taking something traditional and making it digital, we decided we would flip the equation and take something digital and make it analog.”

At yesterday’s ADMA Global Forum Brockstedt and Cory Surovek, manager of common area design for Westfield Group presented ‘Pinterest Unplugged’ where the two discussed the the success of the redevelopment of Westfield’s University Town Centre (UTC) shopping complex in San Diego which incorporated a free standing, interactive, Pinterest wall.

“Westfield is redefining what it means to shop…it’s paying close attention not only to what you buy, but to the experience you have when you’re buying,” explained Brockstedt.

The facelift encompassed the idea of “resort as retail” which aimed to provide a luxurious experience for Westfield shoppers.

pin pin wall

When Brockstedt quoted research that showed Pinterest users and Westfield shoppers were predominantly female and fell within a similar age and socio-economic bracket. The research also revealed that Westfield shoppers loved Pinterest which Surovek said “was an added bonus”.

pinterest

“We realised that if we wanted to be talking to our core customer and our core potential customer, she was certainly using Pinterest,” explained Brockstedt.

In a bid to convene potential Westfield customers, Brockstedt led a team of designers, architects and creatives to build and integrate a full-standing, real-life, Pinterest wall as part of the complex development.

In figuring out how to incorporate luxury into the shopper’s experience, Brockstedt wanted to a way to engage customers, involve digital and have a fun, interactive space which improved the patrons’experience.

The life cycle of  the Pinterest Unplugged project was about six weeks. “When she first told me the time frame and budget ($US8,500), I thought she was crazy,” said Surovek.

Brockstedt was able to negotiate a larger budget by telling her superiors the installation could be dismantled and re-located to other Westfield centres. The final cost for Pinterest Unplugged was $US48,000.

The installation reached more than just the UTC Westfield patrons thanks to articles written by Mashable and others, which garnered more than four million impressions.

“Advertising is very expensive in San Diego, so being able to get so much coverage and having people do segments for our local news in front of it was just fantastic,” said Brockstedt.

“Shoppers would take selfies and share them on social media,” she added, which contributed to the project achieving scale.

The Pinterest wall was a hit. “People who did love Pinterest got really excited because it was real, you could touch it, there was something that made it human,” said Brockstedt.

30 reasons pinterest

Brockstedt has since set up her own branding agency, Brandsavvy.buzz where she applies insights from the Pinterest Unplugged experience.

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]