Integrated Communications Management - Case Briefs
There is only one place in the world where you can find pink, bouncy cows, a photobooth, and unique ice cream flavors such as Mexican Vanilla, Chocolate Guinness, and Chocolate Wasabi, and that is at Amy’s Ice Cream stores based in the beautiful Austin, Texas. My team, Wheel of Seven Consultants, sought out to discover the best online, viral, and experiential advertising strategy for the promotion of Amy's two new stores, to be set in "Austinville" shopping centers of local businesses.
No budget was explicitly given. The main focus was that Amy's Ice Cream did not feel that traditional advertising was the best approach to emphasize the company's unique and quirky culture.
Excerpts of the presentation deck can be viewed below. Presented in class on March 29, 2012.
