American Greetings

Tasked with the role of creating a buzzworthy experience that would disrupt the oversaturated tech market of South By Southwest Interactive, we worked with ad agency, Mullen Lowe, to fully program and execute the American Greetings #ANALOG activation. We created a pop-up environment that held various analog experiences for consumer interaction, which included “stitched selfies” from Michael-Birch Pierce, a coloring wall constructed using 2500 shredded greeting cards featuring prolific street artist, Kelsey Montague, and multiple stations for sampling classic vinyl records. Other analog experiences included a Guild designed and programmed photo booth for creating analog gifs using a printed flipbook method and a makeshift post office for mailing custom greeting cards designed in real-time by American Greetings’ artists and meaningful letters created using typewriters. The overall experience created significant buzz during SXSWi via social media and word of mouth while earned media coverage from Adweek, Fast Company, CNBC and many others, cemented the entire experience as a major success during the festival.