At the Massachusetts Institute of Technology’s Alumni Leadership Conference, an annual gathering of engaged alumni volunteers, the MIT Alumni Association (MITAA) asked our alumni what word, phrase, or acronym they would only know if they had graduated from MIT. MITAA’s strategic communications and marketing team compiled the filmed responses into a compelling, two-minute video and repurposed it on all the MITAA’s social media platforms; the Alumni Association’s storytelling website, Slice of MIT; and several email newsletters. From “Brass Rat” and “Tim the Beaver” to “Smoot” and “IHTFP,” alumni answers revealed the MIT community has a language all its own, reflecting the broader, shared experience of this unique population. The video garnered high levels of engagement from our audience. It was the most-viewed video of the year on Slice of MIT and on the MITAA YouTube channel and ranked at the top of all our social media coverage for the year.
From the Judges
We thought it was a fun and effective campaign and a terrific community builder, highlighting the shared experiences unique to the university’s community. Can easily be replicated in the market. Great results achieved as highlighted in submission.
