Client +
Taubman Centers, Inc.

Situation +
Create buzz and drive foot traffic to the malls owned by Taubman during the key back-to-school season.

Result +
Yearbookyourself.com has been a huge success and is a great example of the positive brand experience that is possible when the idea is fun and participatory, and the hard sell is dialed way down. During the three month campaign 12 million visitors have experienced the site (with concentrations in the area surrounding malls) and visit times averaging 10 minutes. "Yearbooked" images have flooded Facebook, Flickr and even YouTube. This is a project on which I was the interactive creative director but it took the fantastic team at Colle+McVoy in Minneapolis to pull it off. This image is from the original design phase, not a screen shot, so it is not an exact match.