Rebranding Fieldtrip required identifying new brand values, goals and purpose. While these elements shape our agency, our core value of “curiosity” stands out as a crowd favorite and serves as a guiding light for everything we do. A year into our “life” as Fieldtrip, we decided it was time to share this value with our community in an unexpected way.
It’s a difficult thing, selling in a world that is cynical of being sold to, but it was a problem we were eager to solve. After nearly 10 years in the Louisville market being known as “strADegy,” we needed to promote our new identity in a way that wasn’t as basic as banner ads and blog posts—but in a genuine way that could only be recognized as “something Fieldtrip would do.”
We brainstormed ways to spread the value of curiosity. Ideas ranged from insane, to “maaaybe,” to “that actually might be possible.” Ultimately, we landed on the idea of a vending machine that accepted a unique currency: bravery. Over one hundred dares were placed on cards with “Do Something” buttons pinned to the fronts. The transaction was 100% free—the only cost was commitment. The machine was placed in high-traffic areas over a four-week time period, leaving a lasting impression at each location. Soon, limbo lines appeared in the middle of crowded restaurants, people struck yoga poses left and right, drinks were bought for strangers, songs were belted and the worm was wormed.
The project was covered by local news stations, newspapers, magazines and online publications, reaching an audience of nearly half a million. Our website traffic nearly tripled, generating several new-business leads. And our organic social reach increased by 166%. While these stats are excellent, the greater outcome was making connections within our community.