Follett Name in the News campaign
Print Ads, Consumer
Follett Higher Education Group, with more than 800 on- and off-campus locations, and the largest owner of college bookstores in the country, wanted to expand their student database. With the help of Chicago ad agency Tom, Dick & Harry, Follet launched this campaign. Print ads direct students to a Name in the News site where they can create fake news articles (complete with the ability to include both name and images) to send to friends, enemies and families. The site's 30 articles, all written with the The Onion in mind, center around the motivations of a “typical” college student.
Candy Freund, art director;
Amy Markley, writer;
Tom/Dick/Harry, creative directors;
End Communications, game designers;
Xeno Media, game programmers.