Boost Mobile Mixes Music and Volunteerism
Boost Mobile has been creating buzz for the brand—and driving teens and young adults to volunteer—using a two-pronged attack of music and volunteerism. Through its title sponsorship of a nonprofit called RockCorps Boost offers free admission to concerts only to consumers who volunteer in their communities.
Getting Past Gatekeepers at Four Big Colleges
Every university has a different process for approving and scheduling brands’ on-campus events. Some it seems are microfocused on every last detail while others appear to let just about anything go.
Tips for Creating Programs that Get Buy-In from Students
For marketers targeting students getting a piece of the user-generated content realm seems like a logical move. Set up a videocamera invite some young whipper-snappers to get silly slap up some videos and let the viral stampede begin right? Um hello! Like that’s so 2006. Student-created content can build powerful brand loyalty but only when...
Activating Multiple Brand Extensions at Singular Events
Line extensions might seem exciting to product development types. But when it comes time to market multiple (and often very similar) brands at one event that can be tricky business. Cannibalizing the equity in each line is a risk. Confusing consumers with too many or unclear brand messages is another. For multiple brands in the...