Type of Event: College/campus marketing

Building a relationship with future consumers during meaningful times in their lives can hook them for good. Target did just that with its Back to College campaign, which not only drove sales, but also strengthened its connection to first-year college students. New to the program in 2009, Target added beauty and fashion stations manned by […]

Leveraging its “American Idol” sponsorship, Garnier Fructis created the Sing in the Shower contest to connect with college students on 12 campuses. The brand’s objective was to increase retail sales through an engaging sampling program. To recruit Sing in the Shower contestants, the brand turned to social media and campus influencer groups. The night before the […]

The LG Art of the Pixel competition showcased new media art. In true form, the brand’s awards gala featured the finalists’ work displayed on “digital canvases”—LG TVs—in a gallery inside massive Gotham Hall in New York City. LG took the theme a step further and used 7,200 square feet of the venue’s walls as a […]

Lots of brands talk about using their events to “touch consumers.” It took Unilever’s Axe, a brand whose marketing isn’t exactly known for its subtlety, to use event marketing to get those consumers to touch each other. The Axe Dark Party was clever if not a little subversive, but it was also right on message. […]

The annual football game between African-American schools Southern University and Grambling State University has become one of the jewels inside the State Farm portfolio. The insurance giant uses the game as part of a larger push to connect with African-American college students. More than 500 Farm agents volunteer down in Louisiana as State Farm implements […]