“My Circle on Trial” was created as a buzz and awareness generator for Alltel’s My Circle program. It was also used as a transition from the successful “Icons” campaign after receiving a cease-and-desist order for featuring the look-a-likes of the other wireless characters.
We teamed with GMD Studios to create a seven week mock trial that featured Alltel’s "My Circle" versus "The People Against My Circle Foundation (PAMCF)" for allowing customers to add people into their Circle without consent. The campaign featured three websites, including MySpace, used to showcase the point-of-view of the main Characters. These websites featured weekly blog updates, audio/video podcasts, courtroom testimonies, and leaked evidence. In the end, the online audience decided the verdict, by playing the role of the jury via online balloting. Initial campaign seeding occurred through non-branded ads placed on various legal blogs and discussion boards, encouraging audience members to join PAMCF’s Class Action Lawsuit.
Campaign Highlights:
We teamed with GMD Studios to create a seven week mock trial that featured Alltel’s "My Circle" versus "The People Against My Circle Foundation (PAMCF)" for allowing customers to add people into their Circle without consent. The campaign featured three websites, including MySpace, used to showcase the point-of-view of the main Characters. These websites featured weekly blog updates, audio/video podcasts, courtroom testimonies, and leaked evidence. In the end, the online audience decided the verdict, by playing the role of the jury via online balloting. Initial campaign seeding occurred through non-branded ads placed on various legal blogs and discussion boards, encouraging audience members to join PAMCF’s Class Action Lawsuit.
Campaign Highlights:
- A Wall Street Journal article caused the campaign to go viral, generating heavy media and online buzz across various publications, blogs and social channels
- Average time spent on site averaged over 10 mins at various points throughout the campaign
- Websites continued to average 1,000 visitors/day four months post-campaign
- This campaign set the stage for online storytelling throughout the next several years of Alltel's "Chad & the Sales Guys" integrated branding campaign, and demonstrated early usage of social media channels for major brands.
The ad that set the viral fire.
(media ran on legal blogs)
(media ran on legal blogs)
Campaign Websites
Teaser Website
 SupportMyCircle.com (Trial Coverage)  Alltel Chad's MySpace |  People Against MyCircle Foundation (PAMCF.com)  Landing Page (AlltelCircle.com) |
Campaign Overview
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