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Press Release


April 19, 2012

Albuquerque, N.M. - Two University of New Mexico Anderson School of Management graduates have launched a groundbreaking synergistic digital advertising medium in a move expected to change the consumption of advertising on a national scale.

As owners of the local interactive media company projectadvertising, partners John Phan (B.B.A. '11), and Son Trinh (B.B.A. '11), have developed an innovative technology that incorporates motion sensors to actually put consumers inside their own advertisements. The technology debuted recently on the University of New Mexico campus where it was integrated by undergraduate Anderson students into the two-day "Me and My Civic" event, part of a broader campaign designed to increase awareness of and purchase consideration for the Honda Civic Coupe.

"This completely changes how we consume advertising," said John Phan, projectadvertising Account Executive. "These days, consumers have shorter attention spans, and they tune ads out. By creating an organic, mutually-interactive experience where the consumer interacts with the ad, and the ad interacts with the consumer a customer is more likely to become engaged with the message."

While the medium is completely customizable, with this particular installation, passersby were able to design their own digital ads that feature personalized Civic Coupes. The user-generated ads are now populating digital billboards throughout the city to extend the campaign.

"Ads have been stagnant for way too long," Phan said. "Advertising hasn't progressed, it's become complacent. We just want people to have a positive impression of advertising, and this is meeting the needs of the new generation."

Project Director, Son Trinh added, "We are excited to be a part of developing innovative technology that can help businesses grow and connect with their consumers."

They were particularly enthusiastic about unveiling the medium at their Alma mater. "We were excited to show what we have accomplished in the short time since we graduated," Phan said. "We wanted to motivate the current crop of Anderson students to break out of the mold, and it was great to work with our former marketing professors on a professional level."

About projectadvertising
Located in Albuquerque, New Mexico, projectadvertising is an innovative digital media consultancy that customizes interactive advertising solutions for consumer brands to increase customer engagement and strengthen brand loyalty.


The Anderson School of Management at the University of New Mexico is dedicated to excellence in professional management education. At the Anderson School, faculty, staff, and students are committed to shaping the intellect and character of the next generation of business leaders, advancing the knowledge and practice of management, promoting economic development, and building a vibrant intellectual community that serves the highest and best interests of all our stakeholders.

The School was founded in 1947 and now offers more than a dozen concentrations at the BBA and MBA levels and is accredited by the Association to Advance Collegiate Schools of Business in the top 20% of business schools in the nation. The School is funded by the State of New Mexico and further support is generated by The Anderson School of Management Foundation. For more information, the public can visit, email, or call (505) 277-6471.