Christie’s Uses Innovative Online Video to Promote Sales Event in New York

International auction house, Christie’s, used an unusual tactic to promote its recent “If I Live I’ll See You Tuesday” live auction event in New York, which sold $134.6 million in artwork.

Christie’s produced a four-minute online video featuring professional skateboarder, Chris Martin, skating by artwork at its facilities, to provide “a behind-the-scenes look at highlights” of the auction.

Combine the video with a soundtrack by AWOLNATION, and you have an especially unique piece of event promotion when you consider this was for a multimillion dollar art auction!

What we like most about this video is that it is out-of-the-box thinking, much different than other marketing we see in the art space.  Plus the action shots, especially the ones next to some very expensive artwork, made it engaging to watch.

As of today, there are 116,000+ views of this video on YouTube alone, and we have seen many stories on major art and general interest web sites providing additional exposure.

Looking to drive engagement and social sharing and differentiate your marketing from others in your space?  Have a look at what Christie’s did… seems to us they got it right!

Image: Stock photo used for illustration purposes only, not part of video. 

Posted on June 5, 2014