Bloomington, Minn., is only the fifth-largest city in Minnesota, but it’s home to the largest enclosed shopping center in the country. And the Mall of America, as it happens, is now home to the largest Pinterest board in the country, if not the world, courtesy of another Minnesota entity, Caribou Coffee.
“It’s so big — a six-foot man only takes up half of that first pin,” said Michele Vig, vp of marketing for Caribou Coffee. “People were standing there saying it’s awesome. It’s five stories tall at Mall of America.”
We built a 64-ft tall Pinterest Board at @Mallof America to celebrate Real Inspiration Blend. #CaribouInspires pic.twitter.com/9ycDLwXjc9
— Caribou Coffee (@Caribou_Coffee) February 4, 2014
The board, created with the help of Colle+Mcvoy, has two video screens (decorated to look like pins) that feature user-generated content. Users who tweet images or videos of themselves to #CaribouInspires will be displayed onscreen over the next week — whether they’re in the mall or not. Shoppers who are actually in the mall can stop by a Caribou photo booth for selfies. There’s also a larger-than-life Caribou Coffee mug, perfect for putting babies in.
@Caribou_Coffee kids chillin in a cup of Caribou Coffee at MOA #CaribouInspires #InspireCaribou pic.twitter.com/O3qkX69aws — Seth Kulics (@SKulics) February 6, 2014
Driving this hullabaloo is a campaign for Caribou’s newest caffeinated offering, the Real Inspiration Blend. Caribou staffers will be on duty, handing out samples to passersby, since people still can’t sample drinks digitally. Yet.
If you’re unable to make it to the mall and you like looking at coffee photos online, you’re in luck. Caribou does have a Pinterest board set up for #Caribouinspires. Tweet the hashtag at them, and they’ll retweet you to their 57,00o followers. The campaign has been live since Tuesday, though only 338 people have used the hashtag so far. The sentiment is more than 75 percent positive, though, according to social tracking site Topsy.
But for now, it’s all about the board.
“We engage with people digitally all the time through Facebook and Twitter and Pinterest,” said Vig. “We wanted to bring the digital world and real world in one space.”
The board, which will be on display until Feb. 13, will also serve as a place for partner events, like a fashion show with the sportswear brand, Athleta.
Abra our fearless leader today at HOT SESSIONS for #CaribouInspires and #AthletaMOA Spring Line pic.twitter.com/nem6nVr1vE — Athleta MOA (@Athleta_MOA) February 3, 2014
More in Marketing
TikTok pushes deeper into AI-powered ads amid uncertainty over U.S. ban
TikTok has big plans for Smart+ and search this year, despite its ongoing legal battle.
Sam’s Club sees initial success with digital checkout
Sam’s Club’s CFO said at an investment conference that “if we fast forward into the future,” there will probably be no checkout registers.
How employment is projected to transform in media during the AI era
Experts offer pointers on how to future-proof your career or re-enter the job market in a period of disruption.