May 6, 2008—For the sixth year in a row, students in Professor Jack Lindgren’s “Campaigns” class have earned a first-place finish in the regional round of the American Advertising Federation’s National Student Advertising Competition, held April 25, 2008, in Charlotte, N.C. This year’s presenting team is made up of students Katie Chapin (McIntire ’08), Angela Johnson (McIntire ’08), Kevin Knickerbocker (McIntire ’08), Carrie Petersik (McIntire ’08), and Kristine Salm (McIntire ’08). The students’ campaign focused on building a presence for AOL’s instant messaging service, AIM, and AOL’s social media products in the 18- to 24-year-old demographic.

“The students did a wonderful job of positioning the AIM product in the marketplace,” Lindgren says. “They realized they couldn’t go head to head with products like Facebook and MySpace, so they had to find a new niche for AIM.”

Hoping to repeat previous years’ outstanding results, the team will head to Atlanta to compete in the AAF National Competition June 8.

The National Student Advertising Competition, in which more than 200 colleges participate, is the “premier college advertising competition,” according to the AAF.
 

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