Metal-Art & Social Media: Building Buzz
Lamin-Art, the North American leader in laminate, real wood veneer and metallic surfaces debuted its newest line of exclusive, large-scale embossed surfaces called Metal-Art™ at the GlobalShop tradeshow April 16-18. But product launches are nothing new for these experienced designers. What’s new is I Imagine’s use of social media to promote Lamin-Art’s launch before—and during—the show.
While we’ve had a consistent voice for Lamin-Art on social media, we’ve never implemented a campaign to build buzz around a tradeshow or product launch.
This year’s GlobalShop kick-started their social media presence: Beyond being more vocal leading up to the show, we integrated social media into into promotions during the show, featuring the winner of a $500 Oliver Peoples gift certificate on Twitter, Facebook and Instagram.
To build buzz during the show, we created a campaign with a hashtag of #ShineOn to promote both the Oliver Peoples contest and theme of their newest collection of laminates called Metall-Art. We even created two QR codes to further develop their integrated process: One links directly to their Facebook page and the other streamlines ordering samples by linking to the product page.
With new research on social platforms from Facebook to Instagram, we’ve been able to harness social media and create buzz about Lamin-Art’s brand and new products. We’ll be continuing this social media integration for tradeshows in the future.