The Magnolia Photo Booth Co. is a team of photo booth specialist who have found a new market changing traditional events photographic memories. From weddings to fashion shows or corporate presentations, they have booked and managed photo booths for over 10,000 events in U.S., becoming the largest privately owned photo booth company in that country. Their original value proposition includes a focus in having fun with the experience itself of the photos being taken, plus an original and assorted deliverable including from coffee table books to funny downloadable online gifs.
Forest Giant is a relatively small developer of mobile apps and custom software solutions with a primarily focus in iOS, Android and HTML5. They have built solutions for companies as Michelin and GE, but most of their clients are startups. Centered in customized solutions, Forest Giant requires each client team to participate in a research and discovery phase in order to gain valuable insights and create proper roadmaps for design and development.
Both companies being based in Louisville, Kentucky, they ended partnering with the goal of evolving Magnolia photo booth software and experience to propel it to a next level. Magnolia was looking to accommodate an increasing demand by creating a way to leave booths unmanned at events using a supporting credit card reader. Forest Giant created a custom software that is able to interact with a physical card reader and printer.
The final solution was the result of several brainstorming processes and workshops in which a team of people from both companies participated. They came up with a way to incorporate a touch screen to the booth and to use an iPad to collect users e-mail addresses and instantly send out their photos. This app is now being used on all Magbooths photo booths.
So far, nothing unusual about the kind of co-projects we like to highlight in Co-Society. But what we really caught our eyes in this case is the way this new offer is being marketed: focusing on the partnership more than on the new service itself.
The new Magbooth is being advertised in U.S. magazines nationwide. The slogan: “The right partnership can change everything”. The value proposition: “Magbooth had an idea; Forest Giant made it reality”. Magbooth has created a dedicated microsite with the name of their partner on its URL : Standwithgiants.com. Instead of just talking about how their new photo booth service works or focusing on its new features, the microsite highlights the co-creation process, features both CEOs under the slogan “We’re in this together” and offers just three main navigation tabs: One explaining the partnership; the other two linking to Magbooth (book the booth) and Forest Giant (Hire Forest Giant) websites.