Facing a 4th quarter with barely a media buy, Altoids needed an idea that could transcend some pretty challenging budgetary constraints. So, we went antiquing. HallofCuriosity.com is a blog we updated weekly with historical oddities from Altoids mints’ storied past. We made the artifacts by hand, deconstructing old things and finding clever ways to incorporate the famous Altoids tin. The legendary relics were then put up for auction so people could own piece of Altoids history for themselves. Meanwhile, these curious stories started to surface as outdoor installations, inside Altoids packaging, and in online videos, some of which unlocked more content on HallofCuriosity.com.

Facing a 4th quarter with barely a media buy, Altoids needed an idea that could transcend some pretty challenging budgetary constraints. So, we went antiquing. HallofCuriosity.com is a blog we updated weekly with historical oddities from Altoids mints’ storied past. We made the artifacts by hand, deconstructing old things and finding clever ways to incorporate the famous Altoids tin. The legendary relics were then put up for auction so people could own piece of Altoids history for themselves. Meanwhile, these curious stories started to surface as outdoor installations, inside Altoids packaging, and in online videos, some of which unlocked more content on HallofCuriosity.com. With zero paid media, we earned millions and millions of impressions.

The Hall garnered 4.5m traditional media impressions and 4.6m social media impressions. Visitors were engaged, with an average time on site of 5 minutes 26 seconds. We got people curious enough to talk about Altoids, resulting in an increased share of voice for the launch month, despite being a down time for conversation about mints. The Altoids page saw a 91% lift in Facebook activity, leveraging Hall's content. It just so happened, national sales for November were on the rise.