On Sept. 11 and 12, recovery drink Code Blue returned to CollegeFest for a second year to reconnect with college students in the Boston area, a major market for the brand. The back-to-school event held at Boston’s Hynes Convention Center is organized by New York City-based youth marketing agency Mr. Youth, and attracts more than 15,000 students from nearly 100 New England-area schools with live performances, giveaways and prizes from more than 90 corporate sponsors.
“We’re doing really well in college markets so that’s why CollegeFest is a perfect opportunity for us to introduce the brand to incoming freshman,” Jeff Frumin, ceo and co-founder of Code Blue, told Buzz. “CollegeFest is the perfect venue and place to reach students from multiple schools.”
The brand set up its Code Blue Recovery ambulance, equipped with coolers for street sampling throughout the year, as the backdrop for its on-site experience. Students played a spin the wheel game for prizes, like the Recovery Kit, which includes a branded T-shirt, hat and product sample. For data collection, brand ambassadors were on-hand with iPads to take pictures of students in front of the ambulance and then upload them to Facebook. Students could comment and share their photos with friends on the spot. They also had the opportunity to sign up to be a Code Blue brand ambassador on their campus.
“Last year we did CollegeFest and it was a huge success,” adds Frumin. “We got more than 200 students who were interested in getting involved on their campuses.”