Connecting with the elusive college consumer calls for media creativity. College students and prospective college students consumer, and emotionally relate with mobile media and online video far more than the general online population – too bad most agencies categorize these media as “new” or “emerging” platforms, having not yet reached a critical mass to demand proper attention.
College brands’ marketing must evolve to reflect their student bodies’ appetite for viral content, mobile media, and new ideas to generate buzz and attract bright minds. Here are two fantastic examples of higher education brands thinking creatively, and embracing students’ love of viral content -with a sense of humor not often found among university administrators.
Here are two of our faves from this year: first, Brigham Young’s riff off of the Old Spice Campaign, which premiered as a Superbowl ad and took home a 2010 Cannes Lion Grand Prix.
Next, Yale’s stereotypically overambitious “Why I Chose Yale.” Says our summer intern from Princeton: “That’s exactly why I didn’t choose Yale.”
Ah well, it made a great viral campaign though, with 611,000+ views on YouTube.
For great ideas on reaching out to the college consumer – whether for fashion, retail, apparel, or college recruitment campaigns, Criterion Global can help you leverage these low-cost viral marketing strategies within your integrated media plan. To give us a shout, email firstname.lastname@example.org.
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