MoMA Rubber X-Bands (M-R529)

Objective: A national marketing association that conducts marketing seminars around the country was looking for a creative way to increase attendance and promote their seminars to prospective attendees (marketing executives).

Strategy: A distributor presented the association with the MoMA (Museum of Modern Art) Rubber X-bands which consists of an assortment of double-strength rubber bands in fours different sizes and colors. The rubber bands are packaged in a plastic container with one rubber band wrapped around the outside. The association mailed the container of rubber bands, with their logo screened on the container, to the prospective attendees with a note that read, “Learn to Think Outside the Box and Expand Your Creativity.”

Result: Many of the recipients called the association to remark about the creativity of the mailing and asked where the rubber bands were purchased so they could incorporate the same idea into their marketing efforts.