Multimodal Centennial

Context

A centennial is easy to make self-congratulatory. The goal was the opposite: tell the story through education, in formats people would actually choose to engage with, and reach an entire community rather than only existing fans.

My Role

I directed the campaign across three modes that worked as one: a branded vehicle, an original game, and a free publication.

Approach

1. Three modes, one story. A branded vehicle, an original game, and a free publication, each carrying the same centennial story in its own way.
2. Meet people where they are. Formats that traveled into the community instead of waiting for the community to come in.
3. Educate, do not just celebrate. Content built to teach and to play, not only to mark an anniversary.

Why It Works

• Different formats catch different people, so the reach widens.
• Education invites engagement that self-promotion does not.
• Going into the community, rather than waiting for it, is how you reach every ZIP code.