Entertainment > Branded Entertainment

TOUCHABLE MEMORIES

LOLA LOWE MADRID, Madrid / PIRATE3D / 2014

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Overview

Credits

OVERVIEW

CampaignDescription

Touchable Memories is a documentary style film that was launched and shared via social platforms with no regional or local segmentation, allowing its users to generate thousands of conversations about Buccaneer.

The current situation around Branded Entertainment in a specific region is irrelevant in this case as it was launched globally online, with open access for anyone.

This social experiment was launched on the same platforms where the Buccaneer 3D printer first appeared: Kickstarter and YouTube and, thanks to this, the same people that supported the Buccaneer since it was just a project looking for funding on Kickstarter were the ones that started generating buzz around this product launch, also sharing this campaign’s content via social platforms worldwide.

Effectiveness

Buccaneer is the first 3D printer to bring 3D printing technology into everyone’s home by building a quality and affordable 3D printer that everyone can use.

To launch this product in an innovative way we decided to show the whole world the endless possibilities of 3D printers by doing a social experiment we called “Touchable Memories”, where we give 5 blind people the chance bring back to their minds a memory thanks to a 3D printed version of those moments, showing potential consumers just one simple but powerful example of what they would be able to do with this easy to use technology that they can now have in their homes.

The result was a video where we show that technology can be a useful tool when people give it a purpose by introducing a friendly, easy to use 3D printer in a product category full of technical terms.

“Touchable Memories” was a campaign that introduced a product that, until then, was too expensive to be targeted to mass consumption, encouraging people to get their own 3D printer and start 3D printing at home.

Implementation

The campaign was launched on Pirate3D YouTube’s channel and shared via Kickstarter with all the people that supported the project from the very beginning.

In addition, Touchable Memories invited people to watch the whole experience at www.pirate3D.com/touchablememories, a website specially created where everyone can watch the five experiences separately and also find out more information about the Buccaneer 3D printer.

Outcome

Touchable Memories was the first campaign for a 3D printer in a category where people didn’t recognize 3D printer brands, clearly positioning Pirate3D as the world’s friendliest 3D printer, the perfect choice for home consumption.

And, the best of all, by the time Touchable Memories was submitted to this festival, pre-orders increased by almost 700%.

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