This social networking initiative encourages college students to bypass the expensive campus bookstore in favor of buying, borrowing or bartering used textbooks with other students. I was copywriter for all brand elements, including the website, Facebook page, and the movie.
After running a Facebook page for a couple of months (for a band, no less), I’ve finally got a tenuous handle on what this thing is all about. It’s mostly like hosting a party 24/7 for a group of people who’ve had a couple of drinks so that they’re socially lubricated and ready and willing [...]
We developed and launched this social networking initiative to engage with people who are about to be or are newly retired. The brand includes the website, print advertising, point-of-purchase ads, brochures, direct marketing, and the book.