Background:

Micron PC had the modest goal of just trying to get a lunch date with IT decision makers in targeted companies -- to introduce them to Micron with the outrageous offer of saving $3000 on a $1300 PC.

The approach:

Since the goal was lunch, we sent the invitation in a lunchbox.  And since the point of the lunch date was to explain how Micron helps companies not waste their money on the extras most other PC manufacturers charged for, the brochure and cover letter were nested in a bed of shredded real money.

Kim Carpenter & Associates worked with Direct Impact of Austin, Texas on this project.