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webby’s 2012

blu dot - swap meet

Building on a coming out year for mono's partnership with Blu Dot, including its award-winning 2010 Real Good Experiment, in 2011 the modern furniture maker sought a new way to bring good design to as many people as possible. The solution was to celebrate creative currency. We concepted and designed a website called the Blu Dot Swap Meet, an online community auction geared at creative types who love modern design, but may not be able to afford modern furniture. With help from a quirky promo video featuring Har Mar Superstar, the auction took on a life of its own shortly after opening and within a week had enticed more than 1,000 people to bid.

The two-week auction engaged the creative community and the big personality taken on by Blu Dot, as site commentary and the company Twitter feed allowed it to converse and connect with bidders. The project also gained attention from the LA Times, GOOD Magazine and Fast Company's Co.Design, who called the project "genius marketing."

In total, 2,000 people uploaded bids for furniture and 36 were accepted by Blu Dot. More than 60,000 furniture-hungry and curious visitors stopped by, with an average session duration of 8.5 minutes. Social media was a large driver, with more than 14,000 visitors from Facebook and nearly 3,000 from Twitter. And by its second day, the swap meet was the #2 trending topic for tweets in Minneapolis (behind, ironically, "budget deficit").


client: Blu Dot
creative agency: mono
art direction: mono
designer: mono
creative writing: mono
website design: mono
website development: Prettybird/Greco Productions
video production: Prettybird
talent: Har Mar Superstar
music: No Ware / mono