DKMS
Immersive Marketing Story Activation – New York City
DKMS, a nonprofit bone marrow donor center, took people on a journey.
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?
Setting up an old-school, New York City phone booth on the street to pique curiosity is good start.
Just imagine hearing the familiar ring of a FaceTime video call as you pass by on the city sidewalk and hearing someone say, “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 was Marcus, a young man with cancer whose life was saved by a bone marrow donor.
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.
2 phone booths, 1 day, 140+ people signed-up, compelling social content
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! 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.
What makes story-centric marketing activations effective?
Humanize
Personal stories make company missions compelling.
Ease
Stories make uncomfortable and complex issues relatable.
Memory
People recall stories, particularly ones that elicit curiosity, sadness, and joy.
Innovative ways to bring a brand narratives to life for brand engagement, community, and action is our speciality. If you're a nonprofit, feel free to reach out with your marketing goals.
