Fairy WashBox — Twitter Jukebox
Tweet your song, watch the dishes dance.
FAIRY · JANUARY 2015
Brief
Fairy's event agency Reach and Touch requested a social media-integrated interactive stand experience for Brandweek 2015. With Fairy's "Chasing the Impossible" campaign running, the goal was to turn that message into a physical experience at the event and get participants active on social media.
The brief was short and clear: a jukebox that turns dishwashing into a music performance through Twitter. The only question from Reach and Touch — "Can you build this?"
“If dishwashing is boring, put it on stage.”
Insight
Dishwashing is one of the most mechanical and boring chores of daily life. Nobody walks up to a brand's stand wanting to wash dishes — it's the least appealing edge of housework. But that was exactly Fairy's claim: "Chasing the Impossible".
What if we could turn dishwashing into a stage performance everyone watches? And what if every performance was triggered by a tweet, with the dishwasher washing in full view while playing music? A boring chore becomes a shareable moment.
The Idea
A Twitter-integrated dishwashing jukebox. Participants tweet with #FairyİmkansızınPeşinde and type a song number from the playlist. A large screen above the dishwasher shows the user's Twitter handle and chosen track. Incoming tweets auto-queue one after another.
A custom-built glass-front dishwasher washes the dishes to the selected music — turning into a performance everyone can watch. A mundane chore, combined with social media interaction and live music, became one of the most eye-catching stands at Brandweek.
Twitter Integration
Tweet with the hashtag and a song number to join the queue. Every tweet is scanned and matched in real time.
Live Screen
A large screen above the dishwasher displays the next user's Twitter handle and their selected track.
Glass-Front Machine
Custom-built dishwasher with a fully visible interior. The washing performance is on display for everyone.
Auto Queue
Incoming tweets are processed in order for an uninterrupted music and washing experience.
Execution
The Harikalar team built a custom glass-front dishwasher with a fully visible interior. The wash cycle would happen in full view of the audience — the machine had to be both functional and a showpiece.
Software connected to the Twitter API scanned incoming tweets with the #FairyİmkansızınPeşinde hashtag in real time, matched the song number, and auto-queued them. A large screen above the machine displayed the next user's Twitter handle and track. With each song change, the machine kicked off a new washing performance.
Stand operations and promotional distribution ran for four days under the Harikalar team.
Team
- Project Lead & Experience Design: Atilla Baybara
- Technology Development: Utku Olcar
- Client Relations: Şaban Yılmaz
- Operations: Yiğit Sarı
- + Mechatronic engineering, software development and field operations teams
Results
- Over 2,700 participants actively experienced the stand
- Stood out as one of the most eye-catching stands at Brandweek 2015
- The #FairyİmkansızınPeşinde hashtag was shared continuously on Twitter throughout the event, generating organic brand reach
- The tweet → music → wash loop connected participants with the brand both physically and digitally
- Simultaneous promotional distribution at the stand reinforced the brand experience
- Brand
- Fairy
- Date
- 2015
- Location
- Brandweek İstanbul
- Duration
- 4 gün
- Event Agency
- Reach and Touch
- Production & Technology
- Harikalar
- Project Lead
- Atilla Baybara
- Technology
- Utku Olcar
- Client Relations
- Şaban Yılmaz
- Operations
- Yiğit Sarı
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