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360° USC/UCLA RIVALRY PROMOTION. STOKE THE FIRE ALREADY BURNING IN USC AND UCLA FANS, AND LEVERAGE THEIR PASSION TO SELL MORE MILLER LITE. FANS COMPETED IN REAL WORLD AND ONLINE CHALLENGES AND COLLECTED IN-PACK POINTS TO WIN ULTIMATE BRAGGING RIGHTS, PLUS $100,000 FOR THEIR SCHOOL.Advertising, Marketing2012 -
RadioAdvertising, Marketing2012 -
Brand CampaignAdvertising, Marketing2012 -
Advertising CampaignAdvertising, Marketing2012 -
AMERICA ALREADY TRUSTS AUTOLITE SPARKPLUGS FOR THEIR AUTOMOBILES. BUT IN THE SMALL ENGINE CATEGORY, CHAMPION DOMINATES THE SHELF SET AND SALES. LEVERAGE CONSUMERS’ EXISTING AUTOLITE BRAND TRUST TO RAISE AWARENESS OF THEIR SMALL ENGINE PLUGS.Advertising, Marketing2012 -
GOGO INFLIGHT INTERNET IS THE INTERNET ON A PLANE. BUT IT’S NOT FREE. COMBINE THE EMOTIONAL BENEFIT OF ACCOMPLISHING MORE IN FLIGHT WITH THE HOLY-CRAP-CAN-YOU-BELIEVE-WHAT-I-JUST-DID THRILL OF GETTING ONLINE AT 10,000 FT TO BUILD A SENSE OF URGENCY AMONG PASSENGERS—YOU’RE MISSING OUT ON A LOT WHEN YOU FLY. KEEP UP UP THERE.Advertising, Marketing2012 -
Promotional CampaignAdvertising, Marketing2012 -
WHEN IT COMES TO CUBS BASEBALL, MILLER LITE IS SANS SPONSORSHIP. BUT THEY DO HAVE A BILLBOARD IN RIGHT FIELD THAT’S VIEWABLE BY NEARLY EVERYONE IN THE STADIUM. “AMBUSH” CHICAGO CUBS FANS WITH GAME-DAY-SPECIFIC MESSAGING TO “HI-JACK” PART OF THEIR GAME DAY EXPERIENCE (& DRIVE POST-GAME MILLER LITE SALES IN NEIGHBORING WRIGLEYVILLE BARS, OF COURSE).Advertising, Marketing2012 -
McDonald's Happy Meal Launch Retail PromotionAdvertising, Copywriting, Writing2012 -
New Resort Launch Direct MailAdvertising, Copywriting, Writing2012 -
AFTER POSITIONING PILSNER URQUELL AS THE GOLD STANDARD ULTRA-PREMIUM BEER'S BEER, THE WALK HAD TO BE WALKED. THAT MEANT TRAINING THE TRADE TO BE KNOWLEDGEABLE ON BEER FIRST, PILSNER URQUELL SECOND. SO A STABLE OF SUCCESSFUL TOOLS WERE DEVELOPED: BEERADVISOR.NET, A SENSORY EDUCATIONAL BOOK SERIES AND WAITSTAFF APPRECIATION NIGHTS.Advertising, Marketing2012
