When Bethesda-based Honest Tea asked iStrategyLabs what they could do to bring their “Honest Cities” experiment to the social web, according to CEO Peter Corbett, they saw a world of opportunity. “Actually”, said Corbett, “we saw a map…of the good ol’ US-of-A. The details of what is one of the most intricate social experiential campaigns we have been a part of.”
According to iStrategyLabs, the campaign so far has included:
- Pop-up stores have been set up in 12 cities where those walking by could take an Honest Tea, or put a dollar in a box to pay for one.
Locations included: Dupont Circle in DC (see video above), NYC (Foley Square), Boston (Prudential Center), Philadelphia (Love Park), Atlanta (Centennial Olympic Park), Miami (CocoWalk), Cincinnati (Fountain Square), Chicago (Grant Park), Dallas (Pegasus Plaza), Seattle (Alki Beach Coastal Surf Boutique), San Francisco (Justin Herman Plaza) and LA (West Hollywood).
- Each location has a hidden camera streaming live video to honestcities.com, all with dedicated Ustream.TV channels recording all the action.
- The Honest Tea field team was equipped with a cross-platform mobile app to enable them to record a tally of buys vs. steals at each pop-up location, and also mark time-code in the streaming video with ‘interesting’ to make video recapping easier later on.
- iStrategyLabs built a web and mobile-optimized microsite to enable visitors to toggle between city video streams, see the real-time HONESTy Tracker measuring all city honesty levels and let them play along by making their own HONESTy choices.
-Web users have their own chance to be HONEST by liking the Honest Tea Facebook page and grabbing a coupon, or just take the coupon. These actions drive real-time measurement of the Web HONESTY — whose geo-specific data has been crafted into an Honest API (application programming interface) that will allow Honest Tea and interested developers to mash up the honesty data collected during the campaign.