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BtoB's Best - Nontraditional: Xerox Corp.

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Xerox Corp. Agency: Roberts Communications, Rochester, N.Y. Campaign: International Jazz Festival Scavenger Hunt brochure Launch date: June 2011 Creative credits: Chief creative officer: Bruce Kielar; associate creative director: Mark Stone; account supervisor: Shane Grant; copywriter: Kory Andrieu; art directors: Ron Sullivan, John Ragone, Deb Benkovich Why we liked it: Xerox, the title sponsor of the 10th annual Rochester International Jazz Festival, made learning about its technologies a fun, engaging game by giving attendees a coil-bound brochure they could fill with old-school records—if they could find them in the annual festival scavenger hunt. Following clues in the well-designed book, participants could locate the vinyl, which commemorated a headline artist from each of the past 10 years of the festival. Participants could enter a sweepstakes and also have one of the records scanned to win a prize instantly. Xerox got its message across, and participants got a bunch of records and some prizes. In short, everybody won.
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