Product Outline:

1. What is the objective of this campaign?

To cement the rubber band’s history in the hallows of technological history somewhere between the light bulb and spaceship. All of which will be entirely done by examining the versatility the rubber band has to offer in contrast to say, a computer.

2. Why should this product be marketed to 18-24 yr olds?

The rubber band is the new ipod. It’s sleek, functional, it can be carried anywhere, you look like a technological marvel when you use one, and it can function as an ipod holder.

3. Why are the websites chosen best suited for the 18-24 yr old market?

These websites represent the domain where trendsetters spend the bulk of their time on the Internet. While looking for the newest alt rock band on myspace, in between the latest ask a ninja posting on youtube, and buried within the pics of their friends latest trip to Cabo, they will find results for the rubber band (and hopefully a realization that only struggling middle aged lawyers go to Cabo).

4. What is the overall message of the campaign?

The rubber band has a myriad of uses that can be applied in today’s technologically advanced society.

5. What is the ONE MAIN consumer benefit this product wants to communicate?

The rubber band has more uses than the majority of technology out in the market currently the single most reliable technological storage product on the market

6. Why should the consumer believe you?

In its over 100 years of existence the rubber band has never needed an upgrade

7. What does this campaign want the consumer to do?

Buy a bag of rubber bands, and if they lose it, buy another. They’re only a buck 99 a pop, if that.

8. How will the success of this campaign be measured?

Through amount of hits received at each site.