MEETUP
Find Your People. Meetup.
This campaign was made for the Integrated Communications Management class at UT Austin in collaboration with partners Ann Clardy Byrd & James Morales.
CREATIVE BRIEF
TASK
Social networking app statuses are changing. People are leaving online sites because of a lack of trust. We want to help restore good faith in the social networking industry, specifically for Meetup. Our goal is to not only let users know our app is for their enjoyment, but for their benefit as well.
Connection has to start somewhere, whether that be online or in person; somehow, whether that’s connecting at a Stephen King movie marathon or through a chess club; we just have to trust the process and Meetup.
SITUATION
It is easier for people to stay in their comfort zone than to share a space/activity with someone. Americans value independence and their “bubble”; anything that seems to interfere with that becomes a threat.
Distrust of online communication and consumer views are clouded with other social networking platforms. Break the stigma of meeting friends online.
WHO
- Socially reserved and hermit crab personalities.
- Ages 20-35,
- Lives in a highly-populated city, rarely leaves apartment, single, picks up to-go food and uses food delivery services, 2-3 close friends, rely on the internet as their main source of information.
- Reveal that other people share in your niche interests.
"Sherry just ate takeout for the third night in a row. She’s running on her sixth year at the same company and her day-to-day interactions consist of her co-workers and pet Chihuahua, Shirley. She craves community but doesn’t know where to start."
MARKET
The potential new user audience already spends ample amounts of time online, but they get stuck there. Applications that compete with Meetup are centered around a specific end goal e.g.; dating apps, sports gatherings, Eventbrite (online ticketing platform). Meetup is unique in that it reaches people where they are.We must highlight the diverse and unique groups on the app that will not be found with any of the competitors.
CREATIVE
SMIT
"Don't be alone, Meetup."
Some things aren’t meant to do alone. Like, eating a 5-course meal in one sitting or playing and successfully conquering a game of Dungeons and Dragons. We all have activities that make up our day-to-day, planned or not. So, why not find people to do them with? A community made up of people with similar interests is something that we all crave. Come find yours on Meetup.
TONE
Lighthearted, goofy, inviting, accepting, and free-of-judgment.
TAGLINE
"Find Your People. Meetup."
—
THE GOOD STUFF...
"FIND YOUR PEOPLE" PRINT ADS
"IN THE MAKING" PRINT ADS
TELEVISION
SPOT 1 (30 SEC.) — "SOLO DUNGEONS & DRAGONS"
[Spot Description]
SPOT 2 (LONGFORM) — "DRUM CIRCLE"
For this longform spot, we would reach out to drum circle groups or street drummers and ask them to send in videos of them drumming a beat solo to a simple melody. Each scene would consist of one person drumming alone to the melody.
However, in the last scene, a split screen showing all of the participants drumming together would appear — creating a beautiful rhythmic harmony. This spot intends to highlight the beauty of coming together with others.
EXPERIENTIAL
FESTIVAL & MERCH + STICKER PROMOTION
Meetup Fest would be a promotional event held in a large public space such as Zilker Park (Austin, TX), where groups would be welcome to set up booths or activities to draw in new members.
All Meetup social pages would be actively promoting the event and announcing membership + merchandise giveaways.
Group subscribers will receive stickers with group name to pass out to fellow members. These stickers will he handed out at the Meetup Festival and will eventually cover bumpers and street signs across the city.
