Category: Titanium and Integrated
Advertiser: THE JOHN F. KENNEDY PRESIDENTIAL LIBRARY
Product/Service: 50TH ANNIVERSARY OF JFK'S RUN FOR PRESIDENT
Agency: THE MARTIN AGENCY
Date of First Appearance: Oct 25 2010
Entry URL: https://twitter.com/kennedy1961
Creative Director: Joe Alexander (The Martin Agency)
Art Director: Brian Williams (The Martin Agency)
Copywriter: Wade Alger (The Martin Agency)
Copywriter: Rachel Day (The JFK Presidential Library)
Print Producer: Jenny Schoenherr (The Martin Agency)
Chief Creative Officer: John Norman (The Martin Agency)
Account Supervisor: Carrie Bird (The Martin Agency)
Media placement: Website - Online - 30 April 2010
Media placement: Print - 3 Executions - National Magazine - 16 October 2010
Describe the campaign/entry
We rebroadcast JFK's year-long run for president in real-time over Twitter.
Our brief was to honor the 50th anniversary of JFK's historic run for President in a way fitting for a President who was eager to embrace new technology and forms of communication. 50 years ago he used a new technology called television to reach people, today we are using social media to reach a new generation.
Describe how the campaign/entry was launched across each channel in the order of implementation
The QR codes in the print led to the @Kennedy1960 twitter feed where JFK's run for President was rebroadcast in real-time using his words, photos videos and documents from the JFK Library. Each of the 2,000 tweets appeared exactly 50 years to the second after they originally happened.
Give some idea of how successful this campaign/entry was with both client and consumer
Throughout the year the Twitter feed generated over 10,000 followers, bringing JFK's legacy and the excitement of his Presidential run into direct contact with a new generation.