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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.

Love it or hate it there’s no stopping the trend: B-to-B events are moving from the convention center to the computer screen.
Despite their high-tech persona the appeal of virtual trade shows and meetings is grounded in traditional metrics that are decidedly old school: cost-effectiveness reach and access to new audiences. What’s not to like?

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 it’s authentic—meaning peer-approved hands-on and grounded by a strong concept. Three programs that empower the under-20 set without seeming too corporate:

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.

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 same place at the same time here’s how to strike the right balance.