LinkedIn Makes Connections on Picture Opportunity Tour
LinkedIn is known for digital networking, but to put a face to the business-minded social media site and connect users, it launched the Picture Opportunity Tour. For it, the brand and partner Manifold built a fully customized 24-foot box truck from the ground up, allowing the team to tailor each detail to the needs of the experience. The truck, wrapped in the blue-hued images of actual LinkedIn members, contained a photo studio, six profile consultation stations and a full-wall maple wood bookcase that told the LinkedIn story.
The vehicle build involved 19-foot glass folding panels along the passenger side of the truck, so the experience inside would be as accessible as possible. In pleasant weather, the doors opened to flow the experience out and help the interior and exterior elements flow together. When members walked up the eight-food-wide maple and steel staircase and through the truck’s double glass doors, they found a portable modern office outfitted with a selection of relevant influencer books, infographics displaying the benefits of LinkedIn and other design touches like wall sconces and a 50-inch monitor. (Wi-Fi Cradlepoint and an antennae system ensured the truck’s connectivity.)
LinkedIn members with a profile photo receive around 14-times more profile views, so to help members become more visible, the brand took professional photographers along to each stop. Due to demand, the brand added photographers at all tour stops and created outdoor or backup photo stations at each location. The brand also offered short but candid profile advice to visitors to help optimize their online presence. Four tour staffers were trained to give professional consultations to members who worked alongside volunteers from LinkedIn.
The tour traveled from Philadelphia to San Francisco over the course of four weeks, making 20 stops and engaging diverse groups ranging from students to mid-career professionals, entrepreneurs and more. From this high-touch environment, LinkedIn recorded 6,139 member interactions, nearly 1.5 million physical impressions and a turnout rate that was three-times projection. Link, made.