From small startups to widely recognized brands, companies all across the country are realizing the power of campus events to gain new customers. University events are the perfect opportunity to expose your products to younger buyers. Events sponsorships allow potential consumers to sample products and engage with the brand in-person. Take a moment to read how Adobe, Abercrombie and Fitch, Red Bull, McDonald's, Disney, and Zaful used campus events to their advantage.
In order to promote their new Photoshop software, Adobe hosted a competition between students of USC and UCLA to win a restaurant takeover on their campus. Students were encouraged to take a picture in an on-site photo booth and edit it using Photoshop. This gave Adobe the opportunity to actively demo the product for students at the event and fostered learning and awareness.
How They Measured - Adobe captured emails to determine how many students were exposed to the product, then kept track of social shares and engagements.
Abercrombie and Fitch was the title sponsor of the event. Their logo was present in on-stage branding and utilized in marketing materials. Students could scan a QR code to unlock a golden ticket for a free custom t-shirt .
How They Measured - A&F’s funnel captured emails and phone numbers that they could re-target and remarket to in their stores’ surrounding areas.
Red bull is known for their various can innovations. To promote their PAC-MAN can, they developed a batmobile-type vehicle, complete with a cooler built into the console.
How They Measured - Red Bull looks at number of cans distributed for tracking and measurement purposes. However, they also developed an engaging activation in the form of a video game students could play which captured their email addresses. Red Bull then fed these addresses into their re-targeting platform.
McDonald’s provided an immersive experience in the form of many different activities, such as puzzles and a photobooth. By participating in the activities, students could compete to win coupons.
How They Measured - McDonald’s distributed custom cards with codes in order to measure the effectiveness of the campaign and re-target participants.
Disney was promoting their new film, Wreck it Ralph. Fans had the opportunity to download a Snapcode that would unlock a custom Snapchat filter. They could then take unique and authentic photos that they could share via the app.
How They Measured - The number of Snapcodes redeemed was a deep and meaningful impression.
ZAFUL was there to target students for their new line of athleisure wear. To do so, they gave away free leggings, which resulted in huge engagement from students. In order to get a pair of leggings, students were required to join ZAFUL’s rewards program / brand ambassador program, as well as take a photo and share it on social while tagging them.
How They Measured - ZAFUL was able to track the sales that were generated from the new ambassadors that signed up the night of the event. The referral program was positioned as a rewards program, so students were encouraged to spread the word to their friends in order to unlock various levels of rewards.