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Texas Instruments

Texas Instruments is one of the world's leading manufacturers of graphing calculators - with technology that helps teens understand math by visually demonstrating it. MGH was charged with engaging students to spur interest in the TI-84 Plus Silver Edition and TI-Nspire calculators.

We needed to reach 12- to 18-year-olds, increasing the "hip" factor of TI's calculators, while also breaking through the clutter of other "Back to School" promotions and advertising.

To help target this difficult audience, MGH developed an all-encompassing online campaign featuring: TIMathRocks.com, a fresh, engaging microsite; a new and improved GraphiTI Design Tool; and a Dream College Tour Sweepstakes. Each marketing component was pushed out to teens/students online via keyword buys, banner ads and a strategic word of mouth outreach to relevant blogs and forums.

The microsite traffic driven through MGH's search marketing campaign yielded millions of impressions and tens of thousands of unique visitors to TIMathRocks.com.

MGH redesigned TIMathRocks.com to drive home Texas Instruments' messaging that math is used every day, and its graphing products can help students visually grasp concepts easier. The new microsite featured a series of Math in the Real World video vignettes that illustrated math in motion.

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MGH redeveloped the GraphiTI Design Tool, which allows students to design their own slidecase stickers for the TI-Nspire and TI-84 Plus Silver calculators. Students can share their works of art by posting their designs to the GraphiTI Gallery, and print the slidecase design on their own printers.

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