Ayn Rand’s Digital Makeover — New Online Ecosystem to Bring Objectivism to Millennials
March 10, 2014
IRVINE, Calif. (Mar. 10, 2014) — The Ayn Rand Institute, a nonprofit organization dedicated to introducing the public to Ayn Rand’s novels, including The Fountainhead and Atlas Shrugged, and to her Objectivist philosophy of rational self-interest, today announced the launch of a new online ecosystem targeting Millennials, developed by leading digital agency BLITZ.
This new effort brings Ayn Rand’s story and philosophy to life through an engaging, streamlined, cutting-edge digital experience – allowing for a guided journey supported by personalized connection, targeted content delivery determined by user preference and behavior, and community interaction across the social web. The ecosystem includes two site destinations: AynRand.org, a place to learn about Ayn Rand, her life, her works and her philosophy; and ARI.AynRand.org, a distinctive subdomain focused on the Ayn Rand Institute itself, where users can hear from the individuals who carry Objectivism into today’s world. It includes the Voices for Reason blog, home to ongoing commentary from ARI experts.
“It’s critical to our mission that we evolve to connect with this younger generation of digital natives,” stated Yaron Brook, executive director of ARI. “Our renewed approach uses leading-edge technology, accessible online tools, and social communication to advance dialogue around the vital role of reason and purpose in their daily lives.”
“Every day, individuals around the world use digital to search, share, discuss and debate Ayn Rand,” added John Furnari, VP of Communications at BLITZ. “Now we’re using best-in-class content and experiences to bring her ideas to life with renewed vitality and relevance.”
The “mobile-first” strategy for this initial launch enables smartphone and tablet users’ portable access to all content, especially important in reaching younger target audiences, who seek on-the-spot access and response to their questions.
Official ARI social destinations across Facebook, Twitter, YouTube, Instagram, Pinterest and LinkedIn provide daily updates and discussion points on the application of Rand’s “philosophy for living on earth.”
ARI launched the new ecosystem today with a letter from Yaron Brook on the Voices For Reason blog and a new two-minute video that offers an engaging introduction to Ayn Rand’s philosophy of Objectivism.
The Ayn Rand Institute (ARI) headquartered in Irvine, Calif., is a 501(c)(3) nonprofit organization that works to introduce the world to Ayn Rand’s novels, to support scholarship and research based on her ideas and to promote the principles of reason, rational self-interest, individual rights and laissez-faire capitalism. The Institute is named for novelist-philosopher Ayn Rand (1905 – 1982), who is best known for her novels The Fountainhead and Atlas Shrugged.
BLITZ, based in Santa Monica, Calif., is a full-service digital agency specializing in developing digital ecosystems that result in durable human connections for today’s digitally led brands. Clients include FX, Kaiser Permanente, Dole, Adobe, Mattel, Condé Nast, and UCLA Anderson.