1. Kyle Meeks
kyle meeks insights I’m Feeling Lucky »
kyle meeks creative problem solving
kyle meeks youtube
kyle meeks enthusiasm
kyle meeks on the moon
kyle meeks unstoppable juggernaut
kyle meeks Your Search is Over

2. Table of Contents
Resume………………………..2
Manifesto…….………………3-4
Real Campaigns….…….…..5-8
Conceptual Campaigns…..9-10
Insights……………….….…...11

3. meeks.kyle.byu@gmail.com Studies Advertising at Brigham Young University
Lives at 268 N 700 E, Provo UT, 84606 Fluent in English, Spanish
Accomplishments See All
Trained in YouTube Marketing
I was personally trained in
the subtle nuances of Video
and YouTube Marketing by
What’s a Think Tanker? Imagine a think tank, an idea generator. Then make it aggressive, Devin Graham at BYU.
so it carries those ideas to victory, using creativity as ammunition. I’m a Think Tanker.
youtube.com/devinsupertramp
Objective
Obtain an internship with a renowned group of advertisers and marketers CHOICE Humanitarian
in Research, Account Planning, Audio/Visual production, Internet/Social Responsible for crafting a
Media Marketing, Digital Marketing, or Account Management. campaign strategy as well
Work Experience as pitching the idea to the
client. Our strategy was
Social Media Marketing Specialist / SEO Engineer chosen, and we’ll begin
Leadgenix : Internet Marketing Agency — Provo, UT implementing it in the Ad
Aug. 2010 to Present Lab soon.
• Create and manage clients’ social media presence on Facebook,
Twitter, Youtube, blogs, and other relevant networks Skills See All
• Build and engage clients’ followers on social media platforms Video Editor
• Write content and share relevant links for status updates, blog posts
Editing is my
and personal user interaction
strongest skill; I can
• Write, design, and efficiently target Facebook ads
take bad footage
Advertising Experience and make it
awesome.
BYU AdLab — Provo, UT
Aug. 2011 to Present Sony Vegas Pro 11 and Final Cut Pro
• Professionally mentored, student-run advertising agency like this.
• Currently performing Research for Provide Gold, a fitness product Like
• Worked on Taco Bell’s account, rebranding Taco Bell’s image.
• Designed and pitched an event marketing strategy to CHOICE
Humanitarian, a Humanitarian Aid Non-Profit organization @TheThinkTanker
• Helped film a case study for a Friends of the AdLab campaign
Education
.com/ThinkTankerMeeksman
Brigham Young University
Communications : Advertising
Matriculates April 2013
• Courses currently studying: Market Research, Media Planning .com/ThinkTankerMeeks
• Previously studied courses: Account Management

4. Manifesto
I am possessed by the spirit of the Independent
Creator, the shared attitude of those who pour their
hearts and souls into what they do without the
security of a money-laced safety net. This spirit
makes me unstoppable. It provides the power to
solve problems no matter what the restrictions. If I
need it, I get it. If I can’t buy it, I make it. If I don’t
know, I learn. Above all, this spirit drives me to
accomplish my goals.
Yet I’m not driven blindly. I live with my fingers to
the world’s pulse. I tap into the media environment,
into the internet, and make it my research play-
ground. I find the insights that power my creations.
Some call it a superpower. I guess that gives me
the responsibility to use my powers for good (and
for awesome). So I use my power to find the insight
and solve the problem in a way that nobody else
has before.
Passion is Power. Fun is Fuel. The Internet is in
my soul. I bask in the classiness of pinstripe suits
and the durable familiarity of your favorite jeans. I
think in action scenes and speak in puns and
movie quotes. You’ll find me crying during Father
and Son scenes and Kung Fu Panda. I’m the love-
able idiot, without the idiot.

5. My Manifesto Exemplified
My passion and drive can be best explained through my Youtube channel. Videos are a hobby of mine, and though I’m an
amateur, I am constantly trying to do something different with my ideas.
ThinkTankerMeeks :: http://www.youtube.com/thinktankermeeks
Case and Point: When I entered a competition to see who could create the best videos (which I won second place for and
over $500 in prizes), I knew that to win I would need to stand out. Each challenge had special limitations. For example,
everyone had to follow the prompt, “A main character called The Shark finds a watch that gives him magical powers.” I
knew everyone else would make the Shark character the hero and would give him power over time. So stand out, I turned
the Shark into the villain and gave him some vicious powers more… befitting a shark.
The video can be found at http://www.youtube.com/watch?v=PeCNqHFK5WY

6. CHOICE Humanitarian
CHOICE Humanitarian is a charitable
organization with an outstanding track
record for efficiency. CHOICE goes
directly to the impoverished people of
the world to fix the real problem the
people face there: the hopelessness of
poverty.
While rebuilding and educating villages,
CHOICE brings the village community
together to make them self-sufficient,
knowledgeable, and (most importantly)
full of hope for the things they can
accomplish in the future.
The CHOICE process consistently and
efficiently banishes poverty and restores
the hope that has been lost due to
generations of hopeless poverty.
But CHOICE has a problem: money.
Their competitors are better-funded and
less efficient, while CHOICE remains
obscure. Sure, those that know CHOICE
become their advocates for life, but how
can they win over more people to gain
more funding?

7. CHOICE Humanitarian // Brand Model // Campaign Brief
Current Brand Position Role of the Brand
Effective yet painfully unknown. CHOICE provides an emotionally moving
experience, an opportunity to truly
Future Brand Objective change the lives of our brothers and
“CHOICE brings hope to the hopeless sisters in the fight against poverty.
and inspires those who can help with
their emotionally powerful process” Insight :: Compelling Truth
Those who interact with the CHOICE
Target Audience brand see the real changes in the lives of
While we seek the donations and volun- those they help. They see that, while
teer efforts of the common man (middle other charities simply throw money at the
class, upper-middle class budgeters who problem, CHOICE makes a proven, real,
can only spend so much of their income long-term difference in the lives of those
on a charity), the majority of CHOICE’s they serve. If we can give everyone a
funding must come from philanthropists CHOICE experience, we can convert
and corporate sponsors. These are the them to our ideal and gain their advocacy
“big fish” needed to continue funding and support.
CHOICE’s international initiatives. They
are the kind of people who are rarely Strategic Solution
forced to set a limit on charitable Bring the CHOICE experience home and
spending. They are more concerned with involve the communities of the United
how effectively their donation dollars are States to expose American communities
spent, and whether they are going to to the passion and hope customary of the
support a good cause. CHOICE process.
Core Desire
Effectively help the impoverished raise
themselves from poverty.

8. CHOICE Humanitarian // Brand Model // Creative Brief
Campaign Objective Support
Bring the CHOICE experience home to con- • Those who work with CHOICE love it and
nect and inspire the public and catch the eyes are lifelong advocates
of the “Big Fish” philanthropists • CHOICE is both transparent about where
the money goes and effective in achieving
Creative Target lasting results, where other charities’ efforts
The common man, or “budgeters,” who do not fail or fall apart after time
have the funds to make a difference but can
be inspired to donate their time and talents in Tone
our work and in spreading awareness. We get • Inspirational
these people involved, create a newsworthy • Social Movement
movement, and grab the publicity that we • Genuine
need to catch the attention of the “Big Fish,” • Taking-It-To-The-Streets
philanthropists and companies that want to be
charitably associated with a big name, Assignments
effective charity. • Choose a US city to work within
• Contact local leaders to find something big
Insight that needs to be fixed
Since those that experience CHOICE first • Use social media (contact influential blog-
hand become life-long advocates, we’ll bring gers, Twitter sponsored trending topics) to
the CHOICE experience to the public, winning connect personally with the people of that
advocates at home in the states and the city and find exactly what needs to be fixed
attention of the media and “Bigger Fish” funders. and how they want to see it done
• Go about fixing this problem, CHOICE style,
Promise uniting the community and inspiring the
CHOICE Humanitarian, through inspiring and people to show them the effectiveness of
effective humanitarian work, will rid the world the CHOICE process.
of poverty by rebuilding communities and
uniting the people by bringing hope and
awareness to people at home and abroad.

9. CHOICE Results
We pitched this campaign idea to CHOICE Hu-
manitarian in a competition with other groups
in the BYU Ad Lab. CHOICE chose our idea
above all others.
We are in the process of working with them in
the BYU Ad Lab.

10. Bloodhound Summary
Bloodhound is a fake product we created
a campaign for in an advertising class. It
is a near-invisible GPS locator sticker for
bicycles, which connects to an app on
your phone and to Bloodhound’s fake
website. It can tell you where your bike
is, what routes you’ve been taking, and
can even immediately notify police with
the real-time location of your bike should
it ever be stolen.
As Head of Video Production, I wrote the
video ad’s screenplay, directed and
filmed the entire ad as Director of Pho-
tography, and edited the final product. I
also wrote the creative brief.
Through each step of the process, I en-
sured that the ad would resonate on both
emotional and cultural levels with our tar-
get audience, college students.

11. Bloodhound // Brand Model // Creative Brief
Promise
“The Sucky Action Movie” Bloodhound provides bike security and enter-
tainment, providing you with the drama and
Advertising Objective
action you don’t want in your real life due to
Captivate a young, tech-savvy and entertain-
bike theft.
ment hungry audience with advertising that
feels more like entertainment than traditional
Support
ads, while still explaining what the product
• College students watch more satire and
does and connecting on an emotional level
political parody than they do news, preferring
through cultural cues.
entertainment to actually being informed
Target • Specific, familiar emotions can be evoked
College students whose only form of trans- through imagery and an understanding of
portation is their bicycle. These students fear entertainment genre cues
having their bike, which they’ve probably put • Bloodhound combines functionality with
much time into maintaining, stolen. This emotion, providing a product as well as enter-
would leave them out in the cold, unable to tainment to return to and continue connecting
get to where they need to go. They are tech- with.
and web-savvy. They don’t respond well to
traditional advertising or obvious advertising, Tone
feeling as though they are being sold to. In- • Crime-drama
stead, they find fulfillment through entertain- • Serious, yet subtly funny
ment, and will spend the majority of their time • Secure
searching for something to entertain them. • Hyperbolic
Research Assignment
Though the internet generation hates being • Film semi-serious video ads for placement
advertised to overtly, few skip the preroll ads on Youtube and other social video-sharing
on Youtube and other social video-sharing websites
websites if they look more like entertainment • Place videos also as preroll ads on You-
than ads. This is because the audience is tube and other Social video-sharing websites
already prepared to watch an entertaining Film ads with emotional cinematography and
video, it’s why they came to the site in the imagery reminiscent of crime dramas, to
first place. evoke the same emotions that people feel
while viewing those images on TV or other
Insight mediums
“I don’t want to be advertised to, I want to be
entertained. I want an emotional connection
with a brand that understands what is cool
and offers me something special.”

12. On Hashtags and #O_v_O
Volkswagen (@VW) is asking for high-fives on Twitter from people who like the new #O_v_O. I’m willing to give out high-fives for any-
one who can tell me what a #O_v_O is.
Interestingly enough, the hashtag #O_v_O represents the VW Beetle. Yeah. Read that again and think. Do you see it now? Cool right?
This is interesting because this hashtag, #O_v_O, was one of Twitter’s sponsored trending topics, which excites me because it shows
how advertisers are finding new ways to use the social media platform I personally love the most.
I’ve been an active Twitter user for over two years. I use Twitter almost exclusively to market content that I produce as well as keep up
on all the interesting news and trends that I care about. I also manage client’s Twitter accounts as part of my job. I’ll take Twitter over
Facebook any day.
So when Twitter announced last year that they would be offering sponsored tweets and topics in April of last year, I was pretty excited
to see what advertisers could do with it. Since then, I’ve seen two types of sponsored topics: hashtags you can play with (similar to the
organic hashtags created by users, like #ARealBoyfriendWill) and straight up statements (like the brand or product’s name all by itself).
Both serve their purposes, but VW’s new hashtag could possibly open up a third, more interesting category more focused on brand
positioning.
Trending Topics that are blatant statements (like, “Oh hey, #Ford is trending”) can unveil new products or drive traffic to a specific page
linked to the top comment of your sponsored trend. Useful in driving traffic, but once it’s gone, nobody will be talking about it. Your
trend is over as soon as you’re done paying for it.
Hashtags you can play with, that start a sentence somehow related to the brand but give users freedom to use it as they wish, are
helpful in giving users an experience with the brand ONLY IF it’s not too broad. Otherwise, people will most likely use the hashtag to
(let’s be honest) say something about sex. They’re useful in bringing people to the brand if done the right way, but only last as long as
they are interesting. Once they’re no longer entertaining to write about, people stop.
But the interesting thing about VW’s latest sponsored trend is that, when I saw it yesterday afternoon, I immediately thought, “What is
that thing? What does THAT mean?” and clicked on it to find out. I thought it was an owl at first, to tell the truth, but I HAD TO KNOW!
So I clicked. And then I found out that it’s supposed to look like a VW Beetle. I did a double take, thought about it, and said, “Yeah, I
can see that,” then filed the knowledge away in my brain under “Neat stuff.”
When I was driving home from work today, I found myself behind a VW beetle. The hashtag image returned, and I thought, “Wow,
yeah, the front of a Beetle really DOES look like that!”
Now I can’t look at a Beetle or think about a Beetle without seeing the hashtag too. And every time I think about it, it reminds me of
how cool and creative that hashtag (and by association, VW) was. That’s positioning, of course, and its effect is valuable because it
lasts so long after the exposure to the ad (in this case, the sponsored trending topic).
Bottom line: It was something different, and different is important.
I hope to see more sponsored hashtags from advertisers like this.