I recently noticed the New Museum's "New Chocolate Bar Gift Membership" that borrows from the Willy Wonka concept of opening the chocolate bar to find the golden ticket. This chocolate bar gets you a museum membership voucher.
This is a great idea that has the potential to grow into a larger campaign. For example:
- Why not copy the Willy Wonka golden ticket idea by placing 5 golden tickets to win a guided tour of something spectacular or a money can't buy experience with artists.
- Partner with a major brand (Godiva, Hershey's) to create artist inspired flavors for each membership level. Also a great opportunity to bring in cause-related marketing. For every bar sold, a percentage will go back to arts and education.
- Leverage twitter/facebook to create buzz.
- Kick the campaign off with a free day or free samples of the chocolate.
- Copy Ben & Jerry's Do the World a Flavor idea by creating an interactive site for users to create their own chocolate bar flavors and designs. Heck, maybe they could create their own membership levels. Now that would be interesting.
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