Wild Ideas

MINI USA — Creative Use of Space Campaign

{ Concept  •  Strategy  •  Copywriting }

In an initiative to position its brand as hip, trendsetting and forward-thinking, MINI USA challenged The George P. Johnson Company (GPJ) to create an event for post-modern trendsetters leveraging its successful online campaign. As part of the GPJ team assigned the challenge, I traveled to NYC to brainstorm with Radar, a partner agency managing the logistics of the event. Together, we created an amazing NYC Rooftop event celebrating art, community and the creative use of space. Click on the image below to open an abridged version of the pitch document.

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AT&T / RIM — BlackBerry Bold Product Launch

{ Concept  •  Strategy  •  Copywriting }

At the time of its release, the BlackBerry Bold was the most technologically advanced device Research In Motion (RIM) had ever built. AT&T and RIM wanted to launch the new smartphone at an event that subliminally communicated the device’s superiority, while also educating attendees about its attributes, positioning it as the must-have accessory and elevating the BlackBerry brand. Click the icon below to see an abridged version of the pitch document. .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .

Max & Erma’s Restaurants, Inc. — Hometown Favorite Campaign

{ Concept  •  Strategy  •  Copywriting  •  Design  •  Event Planning }

In the world of casual dining, differentiation is key. Max & Erma’s Restaurants, Inc. launched its highly successful “Hometown Favorite” campaign to establish customer loyalty and position its concept as the local favorite in each market it served. Competition for the coveted “hometown favorite restaurant” spot was steep in Erie, PA. As regional marketing manager, I created a series of events designed to engage the public, position the brand as local and fun and infuse the commuity with passionate affininty for the restaurant. One of these events, the Build the Erie Burger contest, ended with local arena football team tasting a range of extremely creative customer entries and included a donation to a local charity. Event details are below and — in case you’re wondering — the winning burger sported cole slaw, french fries and a few other ingredients stuffed artfully betwixt its buns. (Gummy worms optional.)