MiniAbe
How do you attract and engage new travelers to Illinois? How do you stay true to the state’s diverse and seemingly disparate offerings while unifying them? And how do you ensure every piece of communication is indisputably Illinois?
Enter MiniAbe: One small wonder, embodying all the wonders of Illinois.
MiniAbe was the smaller, feistier, plastic-y-er alter ego of Illinois’ most famous icon. He not only embodied Illinois' most famous icon but also the state’s marvels. He encapsulated the diverse offerings of Illinois and united them, making every piece of communication instantly and undeniably Illinois.
Creative Components: TV & online videos, website integration, online media including display, rich media & takeovers. Plus print, OOH, partnerships, social integration & product creation.
Commercials
They weren’t typical travel ads. Yet, in some ways they were.
Digital
His home and domain.
His humble yet very social beginnings.
Big Night for MiniAbe - Case Study
In early 2013, the movie Lincoln was nominated for 12 Oscars, giving the Illinois Tourism a unique opportunity to promote Lincoln's home state. To seize the moment, we decided to crash the Oscars with MiniAbe. We created an integrated storyline and video to introduce MiniAbe to the world, and on the evening of the Oscars, MiniAbe was supported with a real-time social media campaign. The effort resulted in 17MM earned media impressions, 11MM social impressions, and 5MM in earned ad media.
Some of his native & custom content.
(He also had display and mobile initiatives, not pictured here.)
Some of his print, outdoor and other stately promotional materials.
A few of his postcards for press events, and thank-you cards for those who hosted him.
Lollapalooza
His partnership with XRT for the Midwest's biggest music event.
His merchandise.
(A somewhat fancy word for t-shirts).
