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Online Publishers Branch Out into Other Media

Assembling a Customer Advisory Board

060418b Customer/consumer advisory boards aren't anything new, but what a fun one to be on: updating the image of Tweety Bird. I like the way they used PDAs to collect information instead of written forms. Ambassadors Transform Tweety From Classic to Contemporary by Matthew Glass, April 2006

The objective was simple: to reposition Tweety as more of a contemporary fashion/lifestyle icon for teens and women and less of a classic licensed character. Influencing this trendy demographic would not be as easy. Our first step was to assemble the “Tweety Squad”—a group of trendsetting teenage girls aged 13-17—who could provide Warner Bros. with fashion feedback and new product ideas while generating excitement for the re-branded Tweety among their peers.

GCM deployed promotional teams to seek out and recruit Tweety Squad members at beaches, parks and malls across the country. Our teams used handheld PDA’s to gather information, and by the end of the four-month search process, we had enlisted 2,400 hand-picked teens. Once the squad was assembled, the next step was to engage them in an open dialogue about what was hot and what was not among them and their friends.