In July 2013, I was invited to join the Honest Tea Road Warriors at Floyd Fest, a four day music festival
My job? Activate a social media promotional campaign in real time with visual art. The goal was to remind the audience what Honest Tea is made of: USDA-certified organic and fair trade ingredients.
As thirsty festival-goers passed by the tent, we encouraged them to post to social media sites using #WhatYoureMadeOf and then let us know what gave them substance. Once they participated, we rewarded them with an ice cold Honest Tea beverage –
Then I got to work painting and drawing their contributions to our #WhatYoureMadeOf wall in real time.
In those four days, I learned that social media and guerrilla marketing make a magical combination.
It was my first involvement with an excellently executed marketing strategy.