Page 114 - Visual Marketing

43. High-Tech Digital Communications from a 1970s Chevy Van:
Marketing by Creating an “Experience” That Includes a Digital
Billboard, Social Media, and an On-Site Presence

W ould you spend a week living
in a van in Indiana? In the bit-
ter cold of winter? Broadcasting
live via digital billboard and online? What
if you could raise $18,000 for your favorite
charity? Darren Heil, executive director of
Community First Initiative (CFI), and Daniel
Herndon, owner of Redwall Live, spent five
days in an old 1970s Chevy van with noth-
ing but a couple of bucket seats and an old
couch. They braved temperatures in the low
teens awaiting donors. Everything had to be donated: They wanted
to spur on participation. “We had no food unless it was donated, no
heat unless it was donated,” says Herndon.

93 V I S UA L M A RK ETIN G