Mono, a Minneapolis-based studio, created a special film to mark the first anniversary of Blu Dot’s flagship store in New York’s Soho. Taking inspiration from the “curb mining” tendencies of New Yorkers who pilfer furniture from curbside trash, they left 25 new Blu Dot Real Good Chairs on streets around the city. Attached to each chair was a locating (GPS) device so that the chair could be tracked. A nearby film crew recorded the activity of taking the chair and follow-up interviews were conducted with willing participants. Dubbed the Real Good Experiment the project is an example of event-based marketing and promotion that steps outside the traditional promotional venues and genres.