Best [PR]actices

When was the last time you wrote or received a hand-written note? Not something you do quite as often as emailing, right? Bic may be known for its ballpoints, but the brand’s latest marketing campaign goes far beyond a pen and paper. Earlier this month, Bic launched a microsite to crowdsource a new “universal typeface” that will be released to the public in August. Asking users to contribute digital samples of their penmanship, the new font will literally be a combination of the world’s handwriting (8,000 people from 16 countries submitted samples the day the site launched!). More than just a fun way to engage fans, the campaign is a smart move for Bic to “reassert its brand in a world where people are more likely to send an email than write a letter.”

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