A multi-faceted approach and concept:
In addition to the acceptance letter, recipients receive a custom folded brochure/poster showing their name (variable data) printed on a name card in the well know HBS section classroom among the names of famous HBS graduates such as Michael Bloomberg, Sal Kahn, etc — symbolizing their admission into an elite community.
The other side of the custom folded brochure introduces the social media campaign poster #NextStopHBS. Recipients can post a picture of themselves on social media to find and connect with other admits posting with this #tag.
Format: a high end, hard cover, debossed trifold box that contained the admissions letter, a brochure/poster (custom folded brochure, no binding, that opens to a poster when unfolded), as well as a name card.