Appointment to view: The interactive tattoo
By Sarah Johnson, brandrepublic.com, Monday, 27 June 2011 09:12AM
Ballantine's whisky encouraged consumers to 'leave an impression' with a digital and experiential campaign that combines mobile phone technology and tattoo art.
The campaign by Work Club, previously featured in Campaign’s Work section, used Facebook and social media to put tattoo artist K.A.R.L in direct contact with online viewers while he tattooed a regular customer. The video above was shot from the artist’s perspective after launch.
The strategy of linking tattoo art and an alcohol brand could be seen as controversial given it is forbidden for tattoos to be applied to anyone under the influence of alcohol. The idea focussed on the interactive element between users and the artist however, rather than actively promoting tattoos.
The brand's Facebook page managed to attract thousands of viewers who tuned in to live streaming of the tattoo being created across a four hour session. They could suggest colours and slight variations on the design which was mapped out with the client, a regular customer, and artist before the event.
The featured demonstration shows a tattoo across the man’s shoulder and chest and includes a QR code that when scanned with a smartphone reveals a hidden animated image.
This article was first published on brandrepublic.com
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