SHAPE THE HIVE
The Art Institute of California — Orange County (AiOC)
The Art Institute of California — Orange County (AiOC) approached us with a unique challenge; having exhausted many typical lead generation sources, the school was looking for a novel lead generation method.
From a broad perspective, we identified two genres of lead generation: Information-Based, and Experience-Based. We recognized the faults of information-based systems because they target narrowly, and ignore the possibility of secondary and tertiary benefit.
In collaboration with KURO interactive, we developed Shape The Hive, a user-centric collaborative experiment in interactive art. During the three-month project launch, we saw more than 100,000 hits on the site, with 700 specific responses requesting info from AiOC. In creating a universally wide funnel that tapered quickly, we were able to provide AiOC with quality leads while providing the community at-large a fascinating experience worth sharing on Facebook.