Get the Scoop! - Alumni Association
UW–Madison had a perception problem: across Wisconsin, people had opinions about the university—but not always the full story. So the challenge was simple but ambitious: get out of the ivory tower, meet people where they are, and change the conversation in a way that actually felt human.
So we did what any reasonable team would do—we built an ice cream truck.
Together with the Wisconsin Foundation and Alumni Association (WFAA), we created “Get the Scoop”—a traveling myth-busting machine disguised as a nostalgic 1950s International Harvester ice cream truck. It rolled across Wisconsin serving up ice cream, answering questions, and gently correcting decades of misconceptions one scoop at a time.
What started as a tour quickly became a living, breathing outreach platform. We turned the truck into a character named Randall (yes, like Camp Randall Stadium), gave it a personality online, and built a digital extension of the experience so people could engage even if the truck wasn’t in their town. A quiz-based microsite let users “get the scoop” from anywhere, while social content and partnerships like Discover Wisconsin kept the story moving between stops.
In short: we took a university campaign, put it on wheels, gave it a voice, and let it drive itself into the hearts of the state.
Key Deliverables:
Experiential campaign & traveling ice cream truck
Brand identity & visual system
Social character (Randall) + content voice
Microsite & interactive quiz experience
Digital engagement & contesting platform
On-site experience design & collateral
Video content collaboration (Discover Wisconsin)
Creative Director: Adam Pryor
ACD: Charles Nevsimal
Copywriter: Kathleen Goodwin
Account Lead: Matt Stoll
