DKMS, a nonprofit bone marrow donor center, brought its brand to life with an immersive story-sharing activation
Motivating people to sign up on the spot to become a bone marrow donor is a tall order
How does an organization make that happen? By setting up an old-school, New York City phone booth on the street to pique curiosity
Imagine hearing the familiar ring of a FaceTime video call as you pass by on the city sidewalk
A DKMS brand ambassador lets you know, "I think that call is for you!"
How could one not be curious? So, the New Yorker in you says, "Yeah, ok. Why not?" So you slide open the door, walk inside and answer the call
The caller's Marcus, a young man with cancer whose life was saved by a bone marrow donor. You or someone you know could be in his shoes one day
Marcus' video call took you on a journey through the ups-and-downs of his cancer experience and how a DKMS donor saved his life
One day, you could could also be a life saver
As you step out of that red phone booth, there was Marcus, standing before you up close and in-person, extending heartfelt appreciation for taking the time out of your busy day to learn about his journey
Seeing him is a shocking surprise! He has a bright smile on his face and is doing well. The encounter sparks instantaneous hugs, tears and sharing of personal stories about how cancer has touched your life or your loved ones
Marcus was joined by DKMS brand ambassadors who invited people to signup to learn more about getting involved and register to become a donor match
This immersive story booth installation activated in Astor Place and in Soho on the same day
140+ people signed up to learn how to become a donor match, and the activation brought awareness and education to many more
Why is story-centric brand marketing activation effective?
1.) Personal stories humanizes an organization's mission
2.) Stories makes uncomfortable issues relatable and memorable
3.) People recall stories, particularly ones that elicit curiosity, sadness, and joy
4.) Immersive storytelling invites people to react to the experience, making it their own story
6.) Stories change minds and inspire people to take action
Innovative ways to bring a brand narratives to life for brand engagement, community, and action is our speciality
If you enjoyed this emotional journey activation, be sure to view this Santander Bank project overview
Stories in the streets!