The two brands caught the attention of passersby in Union Square today by handing out free samples of pretzel sticks, potato skins and snack wraps, and inviting guests to take their picture in a branded photo booth. And this is no ordinary photo booth – it’s a Smilebooth that’s churning out GIFs! Once you take your pictures, you can email them to yourself or tweet them instantly from the booth.
The team behind the event says the experience was designed with two trends in mind: our insatiable demand for short, shareable visual content, and our excitement to be featured by media brands like Mashable.
Right now, some of these GIFs are being featured on Mashable’s homepage, and these ordinary people are now GIF celebrities:
Everything about this experience is visual. The pop up – designed by Mashable with a playful, modern diner theme in mind – is colorful and eye catching. The GIFs feature animated Dairy Queen snacks. And a photo booth that creates GIFs is perfectly aligned with the theme of this launch.
“It goes along with how people snack, and they want short bits of content that they can share,” says Michelle Forcier, Director of Marketing for Dairy Queen. “It’s a great way to let people have fun while they’re trying our product and share it with their friends.”
The experience is a fantastic way to market a new, less visible part of Dairy Queen’s menu – savory snacks, rather than the brand’s highly recognizable sweet treats. As we saw with photographer Michel Leroy’s photo booth project with Adidas and the brand’s VIPs, photo booths generate personalized branded content people genuinely want to share. These GIFs will create a ripple effect on social media, increasing the visibility of DQ’s new snack menu far beyond Union Square.