kimmy kirkwood

design portfolio
kimmy kirkwood
cell
email
twitter
web
206.604.2294
[email protected]
@kimmaykay
www.kimmydesign.com
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promoting popular cities and favorite italian drinks.
travel italy posters
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le sirenuse branding
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corporate identity including logo design, room essentials design and website design
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Fa m i l y V i n e y a r d s
Cabernet Sauvignon
20 05
hoge family vineyard design
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logo and bottle label design for historic family vineyards
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urban outfitters promotion design
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spring 2009 collection design included poster and hangtag design
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Community Action Fund of Orange and San Bernadino Counties
Post Office Box 6145 - Orange, CA 92863-6145
planned parenthood fundraiser design
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creating all essentials for large fundraising event, from the invitations and envelopes to RSVP
cards, directions, speaker list and event program
2010 ROE HOST COMMITTEE
Janice Johnson, Co-Chair
Tricia Nichols,* Co-Chair
Elaine Weinberg, Co-Chair
Mary Ellen Abilez*
Anne Andrews*
Karen Clark*
Deborah Dudley*
Carina Franck-Pantone
Sharon Gomez
Kate Jeffrey
Jan Lansing*
Lizabeth McNabb*
Tim Prince*
Melahat Rafiei*
Nancy White*
Bill* and Sharon Wood
Presented by The Community Action Fund of Planned
Parenthood of Orange and San Bernardino Counties
FEATURING GUEST SPEAKER
Pulitzer Prize-winning journalist and author of Half the Sky
Sheryl WuDunn
6:00 P.M.
Private Sponsor Reception with Sheryl WuDunn
6:30 P.M.
Cocktail Reception
Silent Auction featuring local women artists
7:15 P.M.
HONORABLES**
Congresswoman Loretta Sanchez*
The Honorable Sheila Sonenshine*
John Palacios, Santa Ana Unified School District Board*
Rose Espinoza, La Habra City Council*
Pam Keller, Fullerton City Council*
Susan Henry, Huntington Beach Union High School District Board*
Beth Krom, Irvine City Council*
Community Action Fund of PPOSBC board member
*Affiliation noted for identification purposes
Dinner and Program
Book signing to immediately follow program.
MUSIC BY
the Irvine Young Concert Artists
For more information on this speaker, please visit www.apbspeakers.com
Contributions to Community Action Fund are not tax-deductible for
federal income tax purposes because they fund lobbying and electoral
work. Your donation may be used for political purposes such as
supporting or opposing candidates. We cannot accept contributions
from businesses or labor organizations. One hundred (100%) will be
deposited into our state PAC (ID # 1282464) to support state and local
electoral work and advocacy on ballot initiatives.
____ YES! I will be a sponsor of the Roe v. Wade
37th Anniversary Celebration
CHAMPION: $25,000 includes full-page ad in program, 20 tickets
FROM POINTS NORTH OR SOUTH:
From I-405 exit MacArthur Blvd.
to the event, and 6 VIP tickets to private reception with Sheryl WuDunn.
Turn left onto MacArthur. Pass through the light at Birch
Street and make an immediate left turn into The Fairmont
Newport Beach driveway.
LEADER: $10,000 includes full-page ad in program, 10 tickets to
the event, 4 VIP tickets to private reception with Sheryl WuDunn.
Hotel is located on MacArthur Blvd. between Birch Street
and VonKarman Avenue.
ADVOCATE: $5,000 includes ¾ -page adin program, 8 tickets to
the event, and 2 VIP tickets to private reception with Sheryl WuDunn.
SUPPORTER: $2,500 includes ½ -page ad, 6 tickets to the event,
FROM POINTS EAST:
and 2 VIP tickets to private reception with Sheryl WuDunn.
Follow the 91 Freeway West to the 55 Freeway South to
the 405 Freeway South.
STUDENT SPONSOR: $2,500 includes 6 tickets to be gifted to
Exit MacArthur Blvd.
Turn left onto MacArthur. Pass through the light at Birch
Street and make an immediate left turn into The Fairmont
Newport Beach driveway.
405
Fairmont
Newport
Beach
SPONSOR: $500 includes 2 tickets to the event.
PATRON: $300 includes listing in program.
____ I am unable to attend, but wish to make a non-tax-deductible
contribution of $___________.
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event, and 2 VIP tickets to private reception with Sheryl WuDunn.
____YES! I would like to purchase ____ ticket(s) to the Roe v. Wade
Anniversary Celebration at $125 each.
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Hotel is located on MacArthur Blvd. between Birch Street
and Von Karman Avenue.
local Students for Choice activists.
FRIEND: $1,000 includes ¼ -page ad in program, 4 tickets to the
Ca m
pus
lso
Dr
nD
r
Name:___________________
Address: _____________________________________
City, State, Zip:_________________________________
Phone:______________________________________
E-mail:______________________________________
Occupation*:
Employer:
If self-employed, name of the company or foundation*:
*This information is required by law.
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Amy Brummet
chocolate maker
[email protected]
p: 714.655.4911
f: 714.555.2789
skibbasweets.com
skibba sweets branding
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Amy Brummet
chocolate maker
[email protected]
p: 714.655.4911
f: 714.555.2789
skibbasweets.com
Amy Brummet
chocolate maker
[email protected]
p: 714.655.4911
f: 714.555.2789
skibbasweets.com
corporate identity including logo design, business cards, letterhead and package design for three flavors of chocolate candy
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mercedes benz promotional poster
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poster for mercedes benz classic center in Irvine, CA featuring the 1955 SL 300 Coupe
kittens are children too.
help keep kittens safe. give a donation at www.hsus.org
puppies are children too.
help keep puppies safe. give a donation at www.hsus.org
humane society print ads
two print ads for the humane society’s anti-animal abuse campaign targeted towards parents owning pets
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campaign for state farm insurance
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full campaign for renters and auto insurance for the target audience 18-25 year-olds, including creative
executions for paid, earned, owned and created media placements as well as national promotions and
sub-initiative public relations campaign
we set out to understand Young Adults...
...and found out they don’t understand you.
OBJECTIvEs
research impressions
We set and executed five research objectives to guide our campaign and ultimately build a lasting
relationship between Young Adults and State Farm.
•
•
•
•
•
man on the
street interviews
Recognize Independent Young Adults’ current views of Auto and Renters Insurance
Analyze State Farm’s top competitors in the Auto insurance industry
Discover profitable approaches to reach our demographic effectively.
Test various State Farm brand identities for recognition, recall and reinforcement of brand positioning
Attract and maintain Independent Young Adults
california
hotspots
professional
interviews
college
campuses
events
TOTAL
SURVEYS
general insight
surveys
warlocks &
witches
attendees
get covered
attendees
parent
surveys
next breath
attendees
Initial research surveys and
impressions were conducted at the
Warlock’s and Witches’ Ball
independent young
adult surveys
• Largest market share in the Auto insurance industry
• Agent based business model
• Long history of growth and success
psychographic
surveys
• Reposition State Farm to Young Adults
• Leverage State Farm’s Agent benefits
• Exploit social media
• Target Hispanics
hispanic
surveys
Branding focus group that provided
insight on the effectiveness of State
Farm’s messaging and recall versus
its competitors
focus
groups
diaries
media
diaries
agent
diaries
6 dIffErEnT TypEs Of rEsEarCh gavE us OvEr 6,000 rEsEarCh
ImprEssIOns and lEd us TO kEy InsIghTs InTO Our TargET dEmOgraphICs.
• Disproportionately low penetration of Young Adult market
• Ignorance of agent benefits
• Inconsistent advertising
• Social media
• Multiple agent-based models: Allstate, Nationwide, Farmers
• Young Adult preferences for online
telephone communication
• Highly saturated insurance market
• Young Adult’s perception that agent based model
is outdated
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Before we could better our audience’s lives by being there, we wanted to understand how to turn our audience
into brand advocates. We found out where, when and how to reach them in the most relevant and exciting way.
Research diaries granted us insight on State Farm’s current physical work environment. Our media diaries
revealed the vast number of messaging vehicles our markets are exposed to everyday. We utilized the high
turn out at our three events to approach our audiences in a non-intrusive way. Professional interviews with auto
collision specialists, social media experts, lawyers and the director for the Stanford Institute for Economic Policy
gave us insights on Young Adults in relation to insurance.
Man on the Street Interviews
at UNLV that provided valuable
qualitative research insights
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Translating Our Insights Into
Executions
Brand IdEa
Bettering people’s lives by being there.
BIg IdEa
fEEl frEE
The Now What? campaign perfectly illustrated Young Adults reacting
to property damage scenarios, leaving them in a state of panic and
uncertainty. We have coined this gasp The Inhale Moment. The moment
after the Inhale is the key to communicating our message to Young Adults.
This is the moment that State Farm customers count on their Agent. The
moment when they realize their time is not compromised. The moment they
Feel Free.
CrEaTIvE vIsIOn
sTaTE farm agEnTs EnaBlE yOu TO ExhalE, and Carry On.
Inhale moments are universally overwhelming. State Farm agents make a
difference in people’s lives by offering support and saving time, allowing customers
to exhale and carry on with their lives. It is this vision that manifests the Feel Free
moment in a practical way.
TOnE
The tone is lighthearted, empathetic and assuring copy and themes. This remains
consistent with the core principles of State Farm and embodies the message of Feel Free.
ExECuTIOns
All executions will seamlessly integrate into the above ideas and
the tag line, Feel Free.
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if it doesn’t exist, we’ll make it.
it’s been there, whether you knew it or not.
THEIR INFO
_______________
Policy Number:
_______
______
_______________
_______
_
_______________
Place:
_______________
in accident:
THEIR INFO
YOUR INFO
______
All witnesses:
___
______
______
Name:
Policy Number:
___
Policy Number:
_______________
Address:
Y 3547961
YOUR INFO
Name: John
_______________
Smith
Policy Number:
Y 3547961
Address: 421
_______________
_______
Grand St. Orange,
_______
CA 92867
_
Driver’s Licence:
D9801359
_______________
State/License
Place: CA/GIW868
_______________
Persons involved
in accident:
______
______
___Y 3547961
Policy Number:
All John
Name:
Smith
_______________
_______________
witnesses:
_______________
______
Address: 421
Grand______
St. Orange, CA 92867
_______________
___
_______________
Driver’s License:
Driver’s Licence: D9801359
_______________
_______________
State/License Place:
_______________
Agent Name/Number
Persons involved
in accident:
: Alex__________
Diez
Persons involved in accident:
Name:
All
witnesses:
John
_______________
Smith
All witnesses:
_______________
Address:421
Grand St. Orange,
_______
State/License
CA 92867
State/License Place: CA/GIW868
_______________
_____
Policy Number:
_______________
Driver’s License:
Y 3547961
_______________
_______________
_______________
_______
_
D9801359
_______________
Place: CA/GIW868
_______________
Policy Number: Y 3547961
FeelFree.com will include
information on our initiatives,
contests and will link to our
social media networks and the
State Farm homepage.
Agent Name/Number: Alex_______________
Diez
Name: John
Smith
_______________
Policy Number: Y 3547961
_______________
Address:421_______________
Grand St. Orange, CA 92867
gO. play. wIn.
fEEl frEE wEBsITE
552-558
Name:
Address:
Driver’s License:
State/License
Persons involved
Go. Play. Win. is an iPhone game that prompts
users to take pictures of State Farm logos
encountered in everyday life. This interaction
encourages them to visit various State Farm
offices where they can find clues to win a
variety of prizes.
TODAY,
parking is on us
Collision Card
Driver’s License: D9801359
_______________
State/License Place: CA/GIW868
_______________
COllIsIOn Cards
sms plaTfOrm
Collision Card
Collision Cards will allow State
Farm customers to Feel Free
from worry, knowing they have
all the necessary information to
exchange after an accident.
parkIng lOT
TakE-OvEr
(not pictured)
State Farm customers can send a text to a
specific number, which will return a text with
their policy information.
State Farm will utilize major
sporting events and concerts
for their parking lot take-over
initiative. They will buy out the
entire lot, covering the cost of
parking for attendees. Instead
of a traditional parking voucher,
they will receive a State Farm
branded free parking pass for the
entire day.
COllaTEral rEdEsIgn
All collateral materials will be
redesigned to match the Feel Free
campaign.
grEETIng Cards
BIkE TIrE
lapTOp
Sometimes the best office work is
done outside the office so Renter’s
insurance can cover your laptop
ANYWHERE you go.
example: Parking lot takeover of
Lady Gaga concert, MLB Playoff
games and music festivals
BrandEd paCkagIng
TapE
Branded packaging tape will act as a
reminder of our brand at one of the
Occasions of Opportunity, moving.
State Farm Agents will send
greeting cards on special
occasions to their customers.
For example:
BIg rEd COuCh
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Sitting areas in State Farm offices will be supplemented with red, branded couches. These allow the
agents to build a more comfortable and relaxing environment in their office, mirroring the support and
comfort an agent provides.
“Whole wide world meet Austin.
Austin, meet the whole wide world.
Take some time to get to know
each other.”
auTO kIT
mOvE-In kIT
An auto kit includes
everything a Young
Adult would need if
something were to
happen to their car.
A move-in kit will provide
commonly forgotten items
used during the moving
process for our Transitional
market.
Renters insurance covers
your bike everywhere you
go. So go somewhere.
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USA
For about the
price of 4 STAMPS,
you could add
Renter’s Insurance
BrandEd usps
sTamps
State Farm branded stamps
remind our market of the low
cost of Renters insurance.
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www.rokrum.com
rok rum campaign
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w w w. ro k r u m . c o m
introducing a new project for appleton estate rum, the campaign includes executive for traditional and non-traditional
media placements as well as promotional parties introducing then new products, sweepstakes and unique press kits
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Reality CheCk
Plans Book
Kimmy Kirkwood
Entertainment Marketing
Professor O’Connor
[1]
KEY
DVD
ART
CHARACTER
IMAGES
Reality Check DVD will be given
in the Festival kit with the full
film, chapters, and additional
information about the film inside
the Reality Check Manila Envelope.
BILLING
BLOCK
All Key Art can be found on the Key Art CD in the back of the book.
[22]
reality check film
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film festival kit with press kits and guerilla campaign
national wide release campaign plan for film’s distribution under universal pictures
[21]
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century council campaign
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campaign for century council combating the problem of dangerous overconsumption of alcohol among college students
WARLOCKS & WITCHES BALL
THE SUSPECTS
BURT MAJORS
Students mingle
on the dance floor
BUDDY
HEY TIO!
FIDEL
a while and
We haven’t heard from you in
your traveling
wanted to drop you a line. How’s
love to hear all
been? When you get back we’d
about it!
hard at work
Here at Chapman, we’ve been
Council
building a campaign for The Century
overconsumption
(TCC) that combats dangerous
after we received
of alcohol. Less than thirty days
team, Circle
the campaign case study, our
Warlocks and
Advertising, hosted the third annual
Witches Ball at Marion Knotts Studios.
by bringing
The Ball kept TCC’s goals in mind
ree
students together in a fun, alcohol-f
Students
environment. This year, 390 College
attended.
Before the Ball
ity to remind
We saw the Ball as a great opportun
sumption of
students of the dangers of overcon
at the
alcohol and perform primary research
as a 1920’s murder
same time. We set the theme
ending.
mystery, a “whodunit” with a surprise
ed fictional
The Ball began when we introduc
Revealing whodunit!
suspects. Guests
1920’s celebrities who were the
hallways toward
were then ushered through the
tly, our
our sound stage and most importan
Century Council room.
Come on in!
Council room for
Guests stopped by The Century
from behind
refreshing root-beer floats served
guests to walk
our non-alcoholic bar. We invited
goggles which
beer
wearing
while
line
a straight
discovered
quickly
They
BAC.
simulated a .08
while
become
tasks
how difficult simple
“intoxicated.”
on the red carpet
room with a
Students left The Century Council
and with a
different perspective on drinking,
address for a
business card containing the Web
videos and real
blog we created with pictures,
the negative
stories from young adults about
(check it out
consequences of overconsumption
at drinkdiary.wordpress.com).
The Plot Thickens
d in the Grand
Once all of our guests assemble
continued. Guests
Ballroom, the murder mystery
and mingled with
asked questions of the suspects
it”. Guests cast
each other to discover “whodun
the murderer.
their ballots, and we revealed
that the crime was
Guests were stunned to learn
chose to drink
committed by the suspect who
a few words about
and drive at the event. After
of alcohol, our
the dangers of overconsumption
party started.
dance
the
and
stage
the
DJ took
That’s All She Wrote... Almost
With the Warlocks and Witches
Ball we showed College
Students the dangers of overcon
sumption of alcohol,
and provided a safe environm
ent where students could
have a good time without drinking…
or so we thought.
When the party was wrapping
up, Chapman’s Public
Safety Officers alerted us, to our
surprise, that they
found several bottles of alcohol
secretly stowed away,
ironically, in our own Century Council
room.
We had a lot to learn!
JONNIE
KING
ITZ
IVY FR
With this incident we saw firsthand
how pervasive
alcohol consumption is, and our
task to create an
awareness campaign for TCC
became even more
poignant.
So, TIO, we’re going to need your
help with the rest of
our campaign. You know exactly
what we’re up against,
and with your knowledge, maybe
you can help us shed
a little light on the problem.
Sincerely,
Chris, Kat, Amy
ACCOUNT DIRECTORS
CIRCLE ADVERTISING
MAXIE ROZ
ELLA
2
EXECUTIONS
NYC BILLBOARD &
illumoPHOTO BANNER
KIDS
CROWD OF COLLEGE
NEW YEAR’S EVE, ING 10, 9, 8...
CHANT
TV SPOT
DRUNK COUPLE ABOUT
TO KISS
3
PEOPLE WILL BE LIVE ACTION;
TIO WILL BE A SKETCH
ING UP
SOUNDS OF GIRL THROW
Y
GIRL LOOKS QUEAS
body’s response
Throwing up is your
alcohol poisoning
to
ER WORLD
WELCOME TO A BRIGHT
BOY HAS VOMIT ON
HIM
TIO SHOWS UP TO
HELP
30-SECOND SPOT AIRS DURING DICK CLARK’S
ROCKIN’ NEW YEAR’S EVE ON ABC
WHEN SCROLLED OVER, PICTURE SHOWS
WHAT IS REALLY HAPPENING AT THE
PARTY, LIKE A GIRL THROWING UP
YOUR BODY
CTION TO
UP IS A REA L POISONING
THROWING
G TO ALCOHO
WORLD
RESPONDIN
A BRIGHTER
WELCOME TO
49 MINUTES
AN AVERAGE COLLEGE STUDENT SPENDS
WITH HIS COFFEE, WHICH IS SEEN BY 6 PEOPLE
COFFEE CUP SLEEVES
WRISTBANDS
TIO WRITES FACT
ON SCREEN
ZOOM IN ON FACT,
FADE UP TAGLINE
DIGITAL BILLBOARD GENERATES 1.5 MILLION
IMPRESSIONS DAILY IN TIMES SQUARE
600,000 DISTRIBUTED A MONTH OFFER ON-PERSON
MESSAGING OVER MULTIPLE HOURS
PRINT AD
96% OF COLLEGE STUDENTS
READ THEIR COLLEGE
NEWSPAPERS REGULARLY
TIO’S TIPS
HEAT SENSITIVE INK WILL REVEAL THE FACT
ON COFFEE SLEEVES
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Your Words Have a Lot to Say
aol instant messenger campaign
24
campaign for aim including product integration plan, traditional and non-traditional placement, social media
press kits and promotional pitch plan
United we stand, divided we fall.
And we’re not talking about the clothing store.
Circle Advertising constructed a method that analyzes all of AIM’s products and compares their
strengths and weaknesses according to how many of the 7 Social Needs they meet. This allows us
to find gaps in the current product offering and better position AIM and AIM Social Media products.
This method is called the Social Media Honeycomb.1
of the standalone products, whereas Chat,
Comments, Polls, Groups, and People
Connection require integration to fully
optimize their potential.
In order to increase engagement, Circle
Advertising strategically integrated Chat,
Comments, Polls, Groups, and People
Connection into AIM Profiles, while also
strategically linking features of AIM Profiles
to AIM Messaging and People Connection
to Userplane. Such integration allows AIM to
strengthen all of the AIM properties. Below is
a model showcasing how the new integration
strategy for AIM products better fulfills
Connected Youth’s needs.
In this example we analyze People
Connection. The Social Needs that are met
by People Connection are shaded, while the
needs that are not met remain unshaded.
The Social Need of Communication is in the
middle of all the honeycombs as it represents
the cornerstone of all of the AIM products.
MESSAGING
In short, the more honeycombs shaded, the
more needs it fulfills.
ten
Our analysis of all eight AIM properties
revealed that as stand-alone products, the
AIM Social Media suite only meets a few
of the 7 Social Needs. Circle Advertising
discovered that by integrating specific Social
Media products together, AIM better meets
all of the 7 Social Needs. According to the
Social Media Honeycomb model, AIM,
Userplane and AIM Profiles are the strongest
Messaging
Profiles
Userplane
Groups
People
Connection
Comments
Comments
Chat
Chat
Polls
Polls
MESSAGING
1. Based on the writings of Matt Webb, Stuart Butterfield, and Gene Smith.
MESSAGING
Our integration strategy is designed to
increase trial and usage while bridging the
gap between AIM and AIM Social Media
products. The streamline effect allows us to
leverage the AIM brand into all other Social
Media products and highlight the specific
benefits. By integrating these products we
can ensure AIM, AIM Profiles, and Userplane
work in synergy while also paying close
attention to the priority ranking of each
product as stated in the AIM case study.
BridgingtheGapStrategy
AIMMessaging
AIMProfiles
Position AIM Profiles as the central
communication hub for AIM Groups and
People Connection, while integrating Chat,
Polls, and Comment features in ways that
optimize user engagement. This makes
conversation intimate to specific interests that
align with the AIM brand personality while
addressing Connected Youth’s concerns.
• Groups: Drive engagement by allowing
existing real-world relationships to
communicate online as a group and create
open communities around shared interests
• PeopleConnection: Consolidate into AIM
Profiles by providing users with the ability to
host blogs1, start message boards, and easily
find friends
• Chat: Integrate into Groups, Profiles, and
People Connection in order to bring together
users with similar interests
• Comments: Meet the communication needs
of Connected Youth by allowing comments
on any type of medium such as groups, blogs
and profiles
• Polls: Place user-generated polls on AIM
Profiles while using it as a method that allows
users to give feedback regarding Web site
functionality, features, and content
Make AIM Messaging an entry point into AIM
Profiles with the addition of an “update feed
tab” that allows Connected Youth to check up
on what their friends are doing.
Userplane
Create a selectable option to place Userplane
applications on People Connection blogs and
message boards while also implementing a
Userplane B2B strategy.
eleven
1. Circle Advertising recommends that AOL Journals change its name to AIM Blogs to better communicate its fuctions to Connected Youth.
MESSAGING
Guerilla: Crosswalk Takeovers
Out of Home: Mall Placements
Mall placements in high-traffic pedestrian
epicenters reach Experience Seekers when they
are out and about. Creative executions will be
tailored to fit the context of the media placements
to achieve a higher level of relevance for
Experience Seekers.
Phase 2
Online Animated Banner Ad
Online Animated Banner Ad
Fishhook & Hitchhike: 300px x 250px
Boss & Employee: 300px x 250px
Crosswalk takeovers will reach Experience Seekers when
they are away from their computers. This specific tactic is
a perfect fit for the concept of walking and talking through
AIM Mobile. It is also an unexpected approach that will
catch the attention of Experience Seekers and create a
memorable brand encounter.
umm...
Streaming Video Spot: “Word Party” :30
This party’s
gonna rock!
This party’s
gonna rock!
Open to two words entering a party.
Audio: “Word Up” by Cameo
Camera moves to the conversation between
“Flirty” and “Awkward.”
Camera moves to the conversation between
“Trendy” and “Chic.”
Camera moves to the dance floor to focus on
“Bootylicious” and “DJ.”
The word “You” comes in to the party.
(All the other words celebrate)
Camera zooms out to reveal the party is
happening inside the AIM Expression Marquee.
Voice Over: Your Words Have a Lot to Say.
Voice Over: Join the party at AIMProfiles.com.
“I used to think AIM was
still the same as in middle
school, I had no idea they
offered so many other features.
This image makes then far more
approachable and up to date.”
- Focus Group Participant
eighteen
nineteen
Who likes to rock the party?
Strategy
Word Yourself
Our promotions sustain Your Words Have
a Lot to Say by providing an avenue for
Connected Youth to express their creativity,
make new friendships, and interact with AIM.
Our research concluded that Connected Youth
rarely make friends online, rather they make
friends offline and subsequently bring those
relationships online.1 This insight was the
inspiration behind the Word Yourself event.
Our promotions empower Connected Youth
and break down the two barriers by:
• Encouraging offline friendships and
transporting them into the online world
• Creating memorable AIM brand experiences
• Providing a platform for Connected Youth to
express their creativity
Word Yourself is an AIM branded live creation
dance party. This event will be held on 40
diverse college campuses throughout the
country during the beginning of the school
year when Connected Youth are more likely to
meet new friends.
To put this promotional plan to the test, Circle
Advertising hosted the Word Yourself event on
Chapman’s campus. The event was a huge
success, with over 200 people in attendance.
During the event, 233 Instant Messages were
sent between the DJ and guests. In addition,
three days after the event, 330 views were
recorded on the event’s AIM Profile page.
“The promotion was
great. The fact that I
got an instant message
telling me to show up
here was pretty
amazing!”
“I feel as though
I expressed myself
quite verbosely!”
Word Yourself provides Connected Youth
with a platform to meet new buddies for their
Buddy List, thus increasing usage of AIM and
AIM Social Media products.
Top-Ten Word Yourself Destinations:
Features of the event include:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
• Blank walls providing guests with a place to
write, draw, paint, and express themselves
• Free AIM branded t-shirts to wear as a
personal canvas to collect the Screen Names
of new buddies
• Computer kiosks for IMing the DJ with song
requests and adding new buddies when
Screen Names are still top-of-mind
• Free AIM speech-bubble shaped whiteboards
for each attendee’s dorm room
twenty-two
“Amazing, good
time, I’m all
worded up!”
1. Circle Advertising Exclusive Primary Research
1. Quotes from Word Yourself Guests
Ohio State
University of Minnesota
University of Texas
Arizona State University
University of Florida
Michigan State University
Pennslyvania State University
University of Illinois at Urbana
University of Wisconsin, Madison
Purdue University
twenty-three
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madeleine font
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full script font with light, regular and bold widths and includes all keyboard glyphs
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font inspired by the head of a hammer, font comes in regular and italic
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kuppel font
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unique font originally inspired by kimmydesign logo, comes in expanded, condensed and ultra-condensed with
regular and bold widths and regular and italic styles
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