Kilz: Magnolia Home Silobration
Waco, TX
Challenge
Create an interactive experience that delivers strong social engagement and drives product trial at Magnolia’s annual “Silobration” festival in Waco, TX for the launch of Joanna Gaines’s Magnolia Home Paint Market Collection by Kilz.
Approach
T(H designed and produced an oversized paint-by-number mural, inviting guests to paint each section of the illustration using Magnolia Home’s Market Collection colors, over the course of the 3-day festival. As an additional engagement tactic, a custom photo booth with a backdrop that displayed paint brushes dipped in Market Collection colors was designed, produced, and executed. Guests received their custom-branded photo by email, giving them the opportunity to celebrate their masterpiece and share socially in real time.
Results
With over 30,000 attendees from all over the globe, this activation was key in generating buzz amongst Magnolia fans for the new paint line and added a wow factor to the festival through hundreds of product trials, social shareability, and the completion of a beautiful mural that continues to live in the hallways of Magnolia in Waco, TX.
