Student Ad Team awarded second place at American Advertising Federation District Awards

The University of South Carolina’s student ad team was awarded second place at the American Advertising Federation’s National Student Competition District Three finals in Charlotte, N.C.

The team, known as the Palmetto Group, comprised 13 students from the School of Journalism and Mass Communications and was advised by Professor Karen Mallia. The team, which created an integrated communications plan for America Online Instant Messenger (AIM), competed against seven other schools from the region. The University of Virginia took home the top honors.

The Palmetto Group titled its campaign “Open Up” and invited viewers and readers to open up to AIM. The tagline anchored a $25 million national campaign that included interactive print ads, cinema spots, viral and guerilla efforts, concerts, user contests and other creative tactics.

“The students were insightful, creative and worked extremely hard this semester – literally hundreds and hundreds of hours,” Mallia said. “I am especially proud that the team received praise from the AOL client for their outstanding campaign idea and presentation.”

The participating students were Hunter Clawson Jr. of Greenville, S.C.; Katie Coughlin of Knoxville, Tenn.; Wetherly Collins of Aliceville, Ala.; Katelyn Crawley of Fitchburg, Mass.; Ellie France of Cleveland Heights, Ohio; Missiaen Jenkins of Flanders, N.J.; Alyson LaVigne of Charleston, S.C.; Kelly Mullinax of Easley, S.C.; Christina Penteado of Alpharetta, Ga.; Samantha Rutkowski of Spartanburg, S.C.; Jordan Smith of Crozet, Va.; Jason Talbot of Commack, N.Y.; and Katherine Kuszmaul of Spartanburg, S.C.

The University of South Carolina has participated in the AAF’s National Student Advertising Competition for 36 years. Student teams have placed among the top finishers in their district 18 times and placed in the top four for nationals on six occasions. The team won the national title in 1974.