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Ambassador Programs Client Stories Events Experiential

Allo Messaging Meets Gen Z

When Google made their first foray into the group messaging app market with Allo, they knew that Gen Z would be the keystone of their consumer base. Allo’s competitors had a considerable market share among students who used group messaging apps to text their network of friends and communicate with fellow members of teams, clubs, and other organizations, and Google needed an eye-catching marketing strategy to entice students to switch their conversations to Allo. Enter The Campus Agency.

In the spring of 2017, The Campus Agency ran a test Allo campaign on our home turf in Boston. We organized Allo takeovers at Boston University and Northeastern University, working with 40 campus ambassadors to promote Allo to their fellow students. Enlisting some of Boston’s best-known food trucks, like Cookie Monstah and Boston Frosty, we gave away personalized sweets to students who downloaded Allo, with their Allo group names and photos mouth-wateringly rendered in icing and edible ink.

Our Boston campus takeover culminated in a one-of-a-kind concert by the chart-topping band Bleachers at Royale, one of the city’s most storied music venues. Free to any student who had downloaded Allo, the concert utilized Google’s latest technology to create free, personalized Allo merchandise for the 1200 lucky students admitted.

Energized by the success of our Boston event, Google enlisted The Campus Agency’s help to expand our Allo takeover to the 14 universities in the Big Ten Conference in the fall of 2017. With 20 ambassadors raising Allo’s profile on each campus, we curated our Allo campaign to match each school’s unique personality. At every Big Ten university, we released a branded pedicab onto the streets. Anyone who’d downloaded Allo was given a free ride in the pedicab to anywhere they pleased around campus, with our ambassadors explaining Allo’s unique features and distributing promotional materials along the ride. At student-frequented eateries around each campus, we purchased thousands of popular menu items for anyone who downloaded Allo, with ambassadors in each restaurant tabling for Allo during the promotion.

The Campus Agency made Allo’s Big Ten takeover a fixture of the conference’s sports calendar. Our Allo signage in stadiums and arenas reached tens of thousands of fans in the stands and millions more watching at home. On campus, our Allo tailgate parties, complete with branded cornhole games and catered food giveaways, became a nexus of school spirit each Saturday.

For each Allo campus takeover, we prioritized locally-minded engagement and student-driven experiences. At the University of Wisconsin, we staged an Allo tailgate party in partnership with the Phi Oompa Loompa fraternity, giving away free grilled cheeses from the x food truck. For students camping out to be first in line for season tickets at basketball-crazed Michigan State, Allo delivered free catered meals and blanketed campus dining trucks in branded signage.

The publicity generated by our Allo Big Ten campaign resulted in x downloads and x percent growth in brand awareness. We gave away x dollars of food, merchandise, and rides, and directly engaged x thousand students. In total, The Campus Agency’s Google Allo campaign created x million PR impressions.

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Events Uncategorized

CollegeFest Travel Show 2017 Recap

On Saturday April 8, 2017 college students filtered through the doors of Boston University’s Fitness and Recreation center between 12-5pm to experience the inaugural CollegeFest Travel Show. The event was hosted by us here at The Campus Agency, owners and operators of CollegeFest, in partnership with StudentUniverse, the world’s leading travel booking service for students and youth.

In an effort to connect with aspiring study abroad students and future spring breakers, over 40 vendors attended the Travel Show for the opportunity to interact directly with students. At the show, students were able to learn about exclusive student travel deals, as well as information about study abroad, travel insurance, and which travel gear is best for their next adventure. By the end of the day, brands such as Delta and Virgin Atlantic, and many other airlines raffled off over $35,000 worth of travel giveaways, including roundtrip airline tickets. Other brands in attendance included Greyhound, Topdeck Tours, Liberty Travel, T-Mobile, CIEE and L.L. Bean.

CollegeFest Travel Show was not just travel brand exclusive. Top Boston radio stations, DJs, food trucks, and ice cream samples all kept students sticking around throughout the day. Students were not only able to get a taste for the world beyond Boston, but also got to experience some of the best things their home city has to offer.

While this was CollegeFest Travel Show’s first year, CollegeFest is a Boston institution. Entering  its 32nd year, CollegeFest is New England’s largest back to school event exclusively for college students. Each Fall, the free event attracts over 10,000 people to iconic Fenway Park. The 2017 event will take place on September 16th.

Thanks to CollegeFest and StudentUniverse, many students will now have the opportunity to travel the world, and do so in style. Stay tuned for more information on CollegeFest!

Categories
Brand Activations Client Stories Events Experiential

Going BIG With Nordstrom

Before working with Campus, Nordstrom had a college conundrum. On the whole, their brand was thriving, opening destination stores, showing collections at high-profile fashion weeks worldwide, and commanding enviable levels of brand recognition. Yet, they struggled to entice students to their stores. Nordstrom, to Gen Z, seemed to be a place their parents would shop, a place that sold clothes and accessories that they wouldn’t afford on a college budget.

So, with Campus’ help, Nordstrom decided to step into the GenZ space and really speak their language. Working with on-campus ambassadors and using pinpointed media buys, our team staged a college rivalry competition at schools across the country. The campaign highlighted the range and affordability of Nordstrom’s shoe collection, conceived to “help every student take their next best step in life with style.”

To demonstrate their investment in students and drive campaign participation Nordstrom pledged a custom Nordstrom Shoe Party to that the campus that generated the most engagement during the campaign. They also promised $100 credit for new graduation shoes to all the winning school’s seniors. With supermodel Karlie Kloss emceeing the event and promoting the brand on social, Nordstrom’s Snapchat following increased by over 60%, and the event’s Snap filter garnered nearly 7 million views.

By getting faculty, staff and even their university President involved, students at the University of South Carolina blitzed the rivalry competition and were crowned the winning school. The event was envisioned as a dream Nordstrom store landscape, decked out with a custom handbag creation station, a chair massage area, and a catwalk where students (attendees? participants?) showcased their favorite new fashion. Students received free mani/pedis and clamored for photo ops with Karlie Kloss and Cocky the Gamecock.

Nordstrom also gifted $100 vouchers to over 2,000 graduating seniors from USC.

The publicity generated by the campaign drove over 300 million PR impressions. The breakdown of the numbers speaks for itself: 3.2 million views for the Nordstrom digital ad, 235k Snapchat filter uses, and press coverage from nearly a dozen national outlets, including Anderson Cooper, People Magazine, and US Weekly.

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Spring Break Uncategorized

Spring Break 2016 Marketing: Panama City Beach

Spring Break 2016 is just around the corner, and Spring Break marketing efforts are on our minds here at Campus. Marketing in the most popular Spring Break locations is the best way to reach over 400,000 college students. It’s a unique marketing opportunity to reach a high volume of students in a relatively short period of time. We will walk you through the three biggest Spring Break marketing destinations, and first we’ll start with….

Panama City Beach:

As the number one Spring Break destination in the country, Panama City Beach offers a wide breadth of marketing opportunities. Here at Campus, we have access to some of the most popular hotels including The Summit Resort. Hotel branding is a great way to get your brand in front of students and make your brand unforgettable.

Hotel marketing includes but is not limited to:

  • Hotel signage and branding
  • Branded key cards
  • Pool deck branding
  • On beach activation in front of the Summit
  • In room drops
  • Elevator wraps
  • Collateral distribution
  • Door hangers

 

Nightlife Marketing:

After the sun goes down the opportunities to reach students continue…

  • Create VIP experiences
  • Signature drinks and
  • Panamaniac Card Sponsorship
  • In Club Signage

Events & Stunts:

Go big or go home! Event sponsorship and stunt marketing are splashy ways to make your mark. Take branding to the next level with concert sponsorship, we can get your signage in front of ten of thousands of students at the hottest concerts in PCB.  Campus has even helped break Guinness World Records.

Spring Break is the time to get creative!  We can help create the ultimate campaign that students will even bring back to campus and share with their friends.  Whether you are just look for space to activate, or need help from ideation to execution, Campus can help you make your market at Spring Break 2016!

Stay tuned for our next post on South Padre Island, TX!

For more information contact chris@thecampusagency.com for more info! Or send us a message.

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Spring Break

The Campus Agency Adds Premier Spring Break Resort to 2016 Roster

BOSTON, MA – The Campus Agency, a leading college marketing firm, in conjunction with their spring break partner CMG Media Agency have announced an official partnership with the Isla Grand Hotel & Resort. The Isla Grand is one of South Padre Island’s most identifiable hotel properties for major Spring Break events and promotions during the month of March.

Starting on March 5th and running through the end of the month, The Campus Agency will offer brands the ability to reach student guests at the resort through multiple channels including beach activations, hotel room product drops, digital marketing through email/social media, signage/branding in market and on the hotel property, live music and entertainment, as well as the ability to brand major beach concerts.

“We are really excited to add the Isla Grand Resort to our portfolio of spring break marketing offerings this year. The property has been an iconic spring break destination for more than 15 years, and we are looking forward to delivering memorable and successful programs for our clients,” said Chris Nyland, VP of Brand Partnerships for The Campus Agency.

The Isla Grand Resort partnership adds to an already extensive list of spring break markets that The Campus Agency offers including; Panama City Beach, Lake Havasu, Daytona Beach, Myrtle Beach, and Miami Beach.

For more information on how brands can get involved with this unique experience and reach students visit www.sponsorspringbreak.com or email chris@thecampusagency.com.

Categories
Events Uncategorized

CollegeFest 2015 Recap

CollegeFest at Fenway 2015 took place on Septmeber 12th here in Boston. The rain clouds that plagued the city all week magically departed and gave us a beautiful sunny and 75 degree day. As vendors loaded in and worked tirelessly to set up their activations, students started to line up to be the first inside.

The event opened at 11am, and students flooded into the historic ball park with over 80 vendors to interact and engage with students.

  • The Army ROTC returned as the title sponsor, staging pull up contests which always draw a crowd
  • L.L.Bean made and impact with their mobile Bean Boot and gave away giftcards with their toss the boot game
  • The home team Boston Red Sox, were giving away Red Sox SWAG, tickets and even pieces of the park! All while selling their Student 9’s tickets
  • Jeep showed off the new Renegade
  • SALT, educated students about financial responsibly with fun interactive displays
  • Monster Energy Drinks distibuted thousands of samples

It doesn’t end there, the event also featured brands like Dunkin’ Donuts, Logitech, Core Power, KIND Bar and many, many more. You can find the full list here.

And who can forget the amazing bands that rocked the T-Mobile stage! There were bands and artists from all over, and even featured 3 students bands from the Berklee College of Music. In addition, there were also big crowds for dance troupes from BU and Northeastern.

In the end approximately 10,000 students came through the doors, and here at Campus, we’re already planning for next year.

Find pictures from the event here.

If you want to learn more about CollegeFest at Fenway and in other cities contact me at courtney@thecampusagency.com, or send us a note!