Iain's Portfolio
  • Highlights
  • Case Studies
  • Websites & Apps
  • Honors
  • Backstory

Alltel Wireless "My Circle on Trial" Viral Campaign

6/1/2006

 
Picture
“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:
  • 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)
Legal blog ad.
Campaign Websites

Teaser Website
Teaser Website
Trial Coverage Website
SupportMyCircle.com (Trial Coverage)
Alltel Chad's MySpace
Alltel Chad's MySpace
People Against MyCircle Foundation (PAMCF)
People Against MyCircle Foundation (PAMCF.com)
Landing Page in AlltelCircle.com
Landing Page (AlltelCircle.com)

Campaign Overview

DOWNLOAD PRESS ARTICLES

    About

    Iain Lanivich is an award–winning, executive-level creative director and brand storyteller with over 22 years of experience.

    VIEW PLAYLIST

    Categories

    All
    Alltel Wireless
    Apparel
    Audio
    Cadillac
    Carhartt
    Celebrities
    Chevrolet
    Conferences
    Content
    Detroit
    Detroit Lions
    Digital/Social
    Employee Engagement
    Experiential/Viral
    Ford Pro
    General Motors
    GMC
    Influencer
    Integrated Brand Campaigns
    Mobile
    Print/Graphics
    Public Relations
    Pure Michigan
    U.S. Navy
    Videos

    Archives

    November 2022
    March 2022
    January 2022
    October 2021
    September 2021
    June 2021
    March 2021
    February 2021
    January 2021
    October 2020
    September 2020
    August 2020
    June 2020
    December 2019
    October 2019
    July 2019
    May 2019
    March 2019
    February 2019
    January 2019
    December 2018
    October 2018
    June 2017
    December 2016
    August 2016
    September 2014
    August 2014
    August 2013
    July 2013
    March 2013
    November 2010
    June 2009
    June 2008
    February 2008
    August 2007
    June 2006
    January 2006
    June 2005

    RSS Feed

HIGHLIGHTS

CASE STUDIES

WEBSITES & APPS

HONORS

BACKSTORY

Iain Lanivich  |  Executive Creative Director  |  iain.lanivich@gmail.com  | View Resume