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A simple design assignment soon turned into a full blown marketing campaign. Once our minds started thinking of what we could do with the concept, we went wild with it.

As part of a teaser campaign to spread around campus, we created over 70 "pair" posters like the one seen on the right to build some hype and generate interest in the game.

We chose pairs from a variety of categories, this one specifically from two of the most common types of majors at RIT. The goal was to find at least one touch point on every student on campus.

To view all of the pairs, click here to view the PDF: meetü posters

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Sometimes we would think of a great pair combination and then realize that there wasn't an 'e' in both words or names.

If you didn't notice yet, the e's act like faces, creating conversation between the two. By adding small illustrations to each e pair and giving them some personality, we were better able to attract the attention we needed.

To view all of the pairs, click here to view the PDF: meetü posters

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To create an attraction to every student, we really had to dig into some of the specific colleges within RIT. This poster, for instance, is a DNA pair. I used the de-facto chemical bond illustration style to really push the idea home.

To view all of the pairs, click here to view the PDF: meetü posters

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Not only did we want to get into each college, but every other important part of campus. One of the most popular non-scholarly places is the gym and fitness buildings, ergo health + fitness.

To view all of the pairs, click here to view the PDF: meetü posters

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You either love Seinfeld or you never got into it. Again, trying to find a broad range of topics that people will be interested in.

To make a maximum impact, the three of us arrived on campus late one Thursday night (about two weeks before the festival) and spent hours roaming the halls of the buildings and dorms taping up these posters.

We strategically chose Thursday night in an attempt to have the most visibility. There was fear of janitors tearing down posters in illegal spots, so we figured if they were going to live for a day, they would also stay up for the entire weekend and a good portion of the Monday morning rush.

To view all of the pairs, click here to view the PDF: meetü posters

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Maybe the first year students were too young for this one, but we have to imagine anyone of our generation would immediately smile.

To view all of the pairs, click here to view the PDF: meetü posters

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We wanted to make an impression. A big one. We needed something to couple with hundreds of posters appearing around campus over night. Solution: a wall mural.

We pulled some strings with our contacts and got a prime spot on the library wall; the outside of a building where no one else was allowed to tape posters. If we couldn't get the attention of the students roaming around campus now, then we never had a chance.

Each tile on the mural contained a unique e pair, so this was used as the "home base" of the campaign. A place for people to gather and see all the combinations they didn't see in other parts of campus.

To our surprise, the mural stayed up until the day of the festival.

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On the day of the festival, we made specific witty posters to drive traffic to the OPL booth and encourage game play.

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The game was revamped from the previous year, so the game play was different. As it turned out, some elements turned out to be a bit cumbersome.

The game used QR codes as the way to track people playing the game. There were 'missions' players had to complete to receive points. For example, the top right mission in this image requires you to introduce yourself to three other players and exchange stickers. This creates a connection between the players that we were able to process with software.

Another element of the marketing campaign was twitter integration. From the start of the teaser campaign, we pushed people to both twitter and the meetu website to get updated information on the game. We used the social media tool to get people to tweet their favorite e pairs by taking a picture of them, further spreading our reach.

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After playing the game and making connections, you could go online and register with your unique ID (which was present in the QR codes you were giving to other players).

From there you would fill out some information about yourself, as would the other players, and you could then see all the connections you made along with any social networking profiles/links they decided to share.

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We were able to get die cut stickers printed for each player to wear on their shirt, signifying that they're playing the game, thus making it easier for players to spot other players.

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Being immersed with the game and all of its components, we thought it was easy to understand, but explaining how it worked on game day proved to be a different story (you're probably slightly confused yourself).

We also ran into a last minute production issue with the game cards and consequently could not have them folded, but rather individual. From the start, Dan's, Mike's, and my idea was to have the sign up process be as easy and as quick as possible. The previous year used pre-registration, creating a long line at the booth and discouraging interaction. As a result, the game was re-engineered to be all post-registration.

We wanted to hand players a folded up game card that contained everything: instructions, game cards, QR code stickers, and branded name card stickers. With that out the window, players became overwhelmed with how many game pieces we handed to them.

Apr, 20 2009