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Marketing Masterminds, continued ...
When Zaynab Behzadnia and Amy Jones were hired to help the Irvine Chamber of Commerce
promote the city as a prime place to do business, they zeroed in on a
favorite pastime of professionals who spend hours on planes. They
created a series of crossword puzzles and placed them in such
high-profile periodicals as BusinessWeek, Forbes and Fortune, as well
as a number of local publications. Besides having fun, the users learn
interesting facts about why Irvine is a great place to set up shop.
• Zaynab Behzadnia
Lucid Fusion principle and vice president of marketing
WHAT
YOU LIKE MOST ABOUT THE IRVINE CHAMBER OF COMMERCE CROSSWORD PUZZLE
CAMPAIGN: That it is a real puzzle and the clues highlight companies
and facts about Irvine in an engaging way. The best part is that the
experience continues online at a designated landing page where readers
can check out the answers as well as contact the chamber to learn more
about having their business in Irvine.
WHAT YOU LIKE MOST
ABOUT YOUR JOB: I get to wear a lot of hats, from being involved in the
creative process to running the day-to-day business. It can be
challenging at times, but it’s always rewarding. Our agency is like a
family, and our team is made up of some of the most dedicated, talented
and loyal individuals I’ve ever had the pleasure of working with. They
make it easy for me to love my job.
FAVORITE TV COMMERCIAL AND
WHY: I have to say the E*Trade commercials are pretty brilliant,
especially the one with the baby singing “Broken Wings,” because anyone
who knows me knows that I often break into song in the middle of
conversations, and I can’t sing to save my life!
FUNNIEST JOKE
YOU KNOW: A guy’s wife gets hit by a car, and he calls 911. The
operator asks: “Where are you?” He replies, “Eucalyptus Street.” The
operator asks, “Can you spell that for me?” The guy pauses and says,
“Well, I’ll just drag her over to Oak Street so you can pick us up
there.”
• Amy Jones
Lucid Fusion marketing maven
WHAT
YOU LIKE MOST ABOUT THE IRVINE CHAMBER OF COMMERCE CROSSWORD PUZZLE
CAMPAIGN: The challenge of creating a crossword puzzle that would be
respected by those who regularly work puzzles. We didn’t want it to be
too novel or too easy to solve.
WHAT YOU LIKE MOST ABOUT YOUR
JOB: At Lucid Fusion, I feel like I matter. I feel respected and heard.
I love our team because we all look out for each other; it really does
feel like a family. Plus, we have a hula-hoop.
FAVORITE TV
COMMERCIAL AND WHY: I’m terrible at choosing favorites. A few of my
favorite campaigns have been Apple’s Mac vs. PC, E*Trade’s talking baby
and anything by Jack in the Box. Oh, and my mom and sister would be
upset if I didn’t mention the Jeep Liberty one with the animals singing
Andy Kim’s “Rock Me Gently.”
FUNNIEST JOKE YOU KNOW: From the
E*Trade baby outtakes on its Web site: One baby boy says to another,
“No, so her online profile says she’s five-eleven. And I’m like –
pounds, maybe!”
Ed Lee and Ed Santos | Sandy Keedy | Jon Gothold
Rob Strasberg | Jeff Bentley | Karen Eadon | Joel Ewanick
Jennifer Black | Mike Dean | Zaynab Behzadnia and Amy Jones
<<< BACK TO MAIN PAGE
Readers Feedback:
Great article! Fresh, honest and positive.
Comment at 4/1/2009
Marketing Masterminds, continued ...
When Zaynab Behzadnia and Amy Jones were hired to help the Irvine Chamber of Commerce
promote the city as a prime place to do business, they zeroed in on a
favorite pastime of professionals who spend hours on planes. They
created a series of crossword puzzles and placed them in such
high-profile periodicals as BusinessWeek, Forbes and Fortune, as well
as a number of local publications. Besides having fun, the users learn
interesting facts about why Irvine is a great place to set up shop.• Zaynab Behzadnia
Lucid Fusion principle and vice president of marketing
WHAT YOU LIKE MOST ABOUT THE IRVINE CHAMBER OF COMMERCE CROSSWORD PUZZLE CAMPAIGN: That it is a real puzzle and the clues highlight companies and facts about Irvine in an engaging way. The best part is that the experience continues online at a designated landing page where readers can check out the answers as well as contact the chamber to learn more about having their business in Irvine.
WHAT YOU LIKE MOST ABOUT YOUR JOB: I get to wear a lot of hats, from being involved in the creative process to running the day-to-day business. It can be challenging at times, but it’s always rewarding. Our agency is like a family, and our team is made up of some of the most dedicated, talented and loyal individuals I’ve ever had the pleasure of working with. They make it easy for me to love my job.
FAVORITE TV COMMERCIAL AND WHY: I have to say the E*Trade commercials are pretty brilliant, especially the one with the baby singing “Broken Wings,” because anyone who knows me knows that I often break into song in the middle of conversations, and I can’t sing to save my life!
FUNNIEST JOKE YOU KNOW: A guy’s wife gets hit by a car, and he calls 911. The operator asks: “Where are you?” He replies, “Eucalyptus Street.” The operator asks, “Can you spell that for me?” The guy pauses and says, “Well, I’ll just drag her over to Oak Street so you can pick us up there.”
• Amy Jones
Lucid Fusion marketing maven
WHAT YOU LIKE MOST ABOUT THE IRVINE CHAMBER OF COMMERCE CROSSWORD PUZZLE CAMPAIGN: The challenge of creating a crossword puzzle that would be respected by those who regularly work puzzles. We didn’t want it to be too novel or too easy to solve.
WHAT YOU LIKE MOST ABOUT YOUR JOB: At Lucid Fusion, I feel like I matter. I feel respected and heard. I love our team because we all look out for each other; it really does feel like a family. Plus, we have a hula-hoop.
FAVORITE TV COMMERCIAL AND WHY: I’m terrible at choosing favorites. A few of my favorite campaigns have been Apple’s Mac vs. PC, E*Trade’s talking baby and anything by Jack in the Box. Oh, and my mom and sister would be upset if I didn’t mention the Jeep Liberty one with the animals singing Andy Kim’s “Rock Me Gently.”
FUNNIEST JOKE YOU KNOW: From the E*Trade baby outtakes on its Web site: One baby boy says to another, “No, so her online profile says she’s five-eleven. And I’m like – pounds, maybe!”
Ed Lee and Ed Santos | Sandy Keedy | Jon Gothold
Rob Strasberg | Jeff Bentley | Karen Eadon | Joel Ewanick
Jennifer Black | Mike Dean | Zaynab Behzadnia and Amy Jones
<<< BACK TO MAIN PAGE
Readers Feedback:
Great article! Fresh, honest and positive.
| Comment at 4/1/2009 |
