SUM OF ALL THRILLS™ by Arc Chicago for RAYTHEON

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SUM OF ALL THRILLS™

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market United States
Agency Arc Chicago
Creative Director Bob Angone
Copywriter Chris Jansma
Account Supervisor Katie Glick
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: RAYTHEON
Product/Service: MATHMOVESU®
Agency: ARC WORLDWIDE
Date of First Appearance: Oct 14 2009 12:00AM
Entrant Company: LEO BURNETT USA, Chicago, USA
Entry URL: http://www.mathmovesu.com/sum-of-all-thrills.aspx?AuthTicket=debug
Chief Creative Officer: William Rosen (Arc Worldwide)
Executive Vice President, Executive Creative Director: Kevin Flatt (Leo Burnett)
Creative Director: Bob Angone (Arc Worldwide)
Motion Director: Chris Neeley (Arc Worldwide)
Director of Digital Delivery: Brian Barthelt (Arc Worldwide)
Director of Creative Technology: Miles Green (Arc Worldwide)
Senior Creative Technologist: Brian Busche (Arc Worldwide)
Copywriter: Chris Jansma (Arc Worldwide)
Experience Designer: Kristy Scovel (Arc Worldwide)
Account Supervisor: Katie Glick (Arc Worldwide)
Media placement: Sweepstakes - Online - 18 August 2009
Media placement: Sweeps Banner Ad - Google Content Network - 18 August 2009
Media placement: Sweeps Email To MathMovesU Opt-In List - Email - 19 August 2009
Media placement: Sum Of All Thrills Website Launch - Website - 14 October 2009
Media placement: Banner Ad - Google Content Network - 14 October 2009
Media placement: Email To MathMovesU Opt-In List - Email - 19 October 2009

Describe the objective of the promotion.
As part of the MathMovesU® program, Raytheon launched the Sum of all Thrills™ at INNOVENTIONS at Epcot® at the Walt Disney World ®Resort in Lake Buena Vista, Florida. It is a unique experience that lets attendees use math to custom-design and test their own thrill ride. Digital advertising objective: Create as thrilling of an experience on-line in a new section on MathMovesU.com to begin to change students’ perception of math. Objectives included: -Increase visits to MathMovesU.com as a result of the new experience. -Grow existing database of registered users. -Demonstrate interaction with the site; thus proving student inspiration and entertainment.

Describe how the promotion developed from concept to implementation
The Sum of all Thrills™ world, aimed at middle school students, combines the three ride elements of the theme park experience into one multidimensional ride. Students answer math-related questions to unlock elements, enabling them to build their own ride online. The micro site was created using original 3D models built in cinema 4D, cinematic after effects animations, and original audio composition. We facilitated Raytheon’s MathMovesU Sweepstakes, providing one student the opportunity to attend the opening of Sum of all Thrills™. Communication was developed for MathMovesU fans and teachers. Banner ads and Raytheon public relations efforts were also put into motion.

Describe the success of the promotion with both client and consumer including some quantifiable results
The client positively viewed the all encompassing launch of all The Sum of all Thrills™. The efforts were recognised by several credible sources such as The New York Times, CNN and others. The MathMovesU sweepstakes grand prizewinner and her family had a thrilling experience. Specifically, the launch of the virtual Sum of all Thrills™ experience on MathMovesU.com also proved a success. Middle school students engaged with the content; thus learning that math can be fun. Within the first month…..40% increase in average visits per day 60% increase in registered users 30% increase in time spent on site.

Explain why the method of promotion was most relevant to the product or service
Tweens are digital. They are on-line, connected and playing games; developing a website to demonstrate that something as mundane as mathematics can be fun was the perfect message to imbed in media they are already consuming. Our goal was to make them take notice and interact. The promotion was in support of Raytheon’s philanthropic efforts of addressing the engineering shortage in the U.S. by inspiring young peoples’ interests in science, technology, engineering and mathematics at middle school level (when it has been shown kids are at the turning point of grasping complex subjects).