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Lights in the Night: How PR launched lanterns into the ArtPrize Top 5
Transcript of Lights in the Night: How PR launched lanterns into the ArtPrize Top 5
PR by Fishing Pole
Overall Votes for ArtPrize:
Votes on the Last day of Voting:
Votes During Round Two:
LITN entered the Top 25 shortly after 1:00 pm.
[First Time in Artprize History]
Local, National and International Media Coverage (including GMA)
crowdsourced photographs and unique video
earned multi-media mentions both domestically and internationally
Users advocated on behalf of the entry on message boards
Users spontaneously began organizing/tagging content by copying and pasting the description of the entry into their Youtube videos
(allowed for easy tracking/searching)
Very challenging - the goalposts kept moving up until an hour before the event.
Required strong-arming in the end - needed to have an event that was “too big to fail” so that it couldn’t be shut down.
Originally Tried for Five to Seven Distribution Stations - was approved, then later cut down to three and the city backed down on closing down streets (city had to reverse their decision when their lack of planning became a safety hazard).
Put your energy into Facebook
Updating the website was too cumbersome to stay current (was developed pro bono by a remote designer through artist relationship).
Twitter: is not widely used by families (which were the target audience)
Was less effective at driving engagement prior to the event
WAS effective with Artprize engagement and news outlets
Initially tried to engage them, but they wouldn’t participate without compensation.
Need Trusted Inner Circle
Originally had someone managing the project, they did not finish the project with the team.
Contingency Plan was First Priority
You cannot start planning too early.
Tapped Into Public Consciousness
The movie “Tangled” gave people a visual reference to know what to expect
This drove many families out to the event.
Media Relations Key
The media was an invaluable partner throughout the process - particularly in announcing the cancellation and rescheduling of the event.
: Served the Media’s Needs Rather Than Vice Versa
Prepped artists, identified key messages, and accompanied to all media events.
Basecamp was Clutch
Coordination of the project required a project management system to connect many separate entities and people to set up the project.
Document Everything - very important and Basecamp does this well.
Basecamp = Clutch
User-Created Videos Drew More Traffic Than Videos From the Newsmedia - Sample Comparison:
WOOD TV 8 -
Lights in the Night by Pat McCarthy -
Users > Media
The best user-created videos on Youtube were taken down due to copyright claims for the music used in the videos:
150,000 photographer and graphic designer in Holland (taken down after only 2 days)
Email and Communication Design
Mini Business Cards
Public Relations Pitch to Local Media
Weekly Blog Posts to Facebook Notes
Postcard (included in Gilmore Collection restaurant checks)
Weekly Email Communication (2,000 people on list at peak)
Social Media Messaging
Whitepaper for Charities (ultimately not used)
Advertising Budget (not more than $1,700 - driven primarily by PR)
GRNow.com (highest clickthrough rate in the history of GRnow.com)
Mini-Launch for Media at Blue Water Grill
Mini-Launch at Arnies
Mini-Launch at Coast Guard Festival (scrapped due to weather)
Partnership With Gilmore Collection
Ensured Placement at the B.O.B. (Ground Zero for Artprize)
Offered Redemption Program for Lanterns
Promoted Event in Advance With Postcards