(10/15/14 – Syracuse, N.Y.) Binghamton is a great destination in Central New York with plenty to eat, see and do. It’s also a popular spot for regional conventions and home to 16,000 students at Binghamton University.
The Greater Binghamton Convention & Visitors Bureau wanted to target folks passing through: Business trips, graduations and family gatherings. It also wanted a resource for residents, who might not be aware of the many options for nightlife, restaurants, the arts, events and attractions.
So, ABC built a mobile website with access to all the cool things to do for all these people on the move: BingThings.com – “While You’re Here.”
Next, ABC put together a solid strategy to put the mobile website in motion.
We timed the BingThings.com launch to coincide with a major event that attracts many out-of-towners and then went to work building buzz.
ABC added an Instagram account to our social media we handle for Greater Binghamton. We engaged Binghamton businesses to help with a countdown that was shared on Facebook and Twitter by way of Instagram. The creativity caught on as each business put its own twist on the countdown.
The final piece: Capitalize on foot traffic downtown where most of these “BingThings” live. On the eve of the launch, ABC dispatched its undercover marketing operatives to blanket the city with spray-chalked stencils.
The stunt got us some interesting reactions. It also got results.
- • Nearly 70 percent of the site’s visitors typed in the URL directly
- • Two-thirds of the traffic came from the targeted mobile devices
- • Our client added a new social media platform to its arsenal
- • We got out of the office
It’s just one example of how idea-based marketing works. ABC doesn’t just build the website, issue a press release and crank out collateral. We utilize all available tools to get the word on the street … quite literally in this case.
Drop us a line to learn more about our Web development, public relations and social media services.