CareerBuilder Transforms Tweets into Works of Art
If a picture is worth a thousand words, CareerBuilder’s World’s Fair campaign at the annual SHRM show was worth a thousand tweets. Let us explain. To get attendees engaging across social media about its presence at the show, and to enhance the experiences of its clients and prospects while also driving foot traffic its booth, the brand created an on-site experience built around the 1893 Chicago World’s Fair (Chicago is home base for CareerBuilder).
The killer app was an interactive photo mosaic that displayed photos of iconic World’s Fair landmarks using images collected from attendees via Twitter and Instagram through #EmpoweringEmployment and #SHRM13. The system created the mosaic images by combining the tweeted photos and then displaying them all over the booth on four 80-inch monitors hung at the corners of the booth for maximum visibility.
Each digital mosaic was built from 3,000 photos, and as they slowly faded into one unified resolution, they combined to reveal an image from the Fair. To ensure participation with the hashtags, the brand sent attendees an email and a direct mail piece that encouraged them to use the tagline Empowering Employment as a hashtag at the event. Each time they used it, they were entered into a sweepstakes to win prizes.