Driving brand engagement through immersive event promotions.
Who are we talking to?
Our target audience is the University of North Florida students, but not excluding faculty, alumni and family members. The primary target lives on campus full-time, and might not know about the Community First Credit Union Campus Branch.
What are we saying?
Community First Credit Union is the only financial institution on campus, serving the UNF Community. The priority for what we’re saying is brand awareness, using the logos in cool ways and the brand colors in everything we do.
How are we saying it?
Tag the entire campus with the Community First Credit Union logo using a technique called reverse graffiti. Engage students with the brand, getting them to ” like” the facebook page through a custom iPad app and reward them with delicious blue-raspberry Hawaiian shaved ice and branded glow sticks.
Turning The Campus Blue
Our team had the opportunity to develop and manage an on-campus event promotion to drive awareness of the Community First UNF Campus Branch. The promotion focused on branding the credit union and engaging the UNF Campus with Community First.
One of the first branding elements we implemented into the event was a technique called reverse graffiti. Instead of painting or wrapping parts of the campus with the Community First logo, we had a stainless steel stencil cut out and used a pressure washer to “clean” high-traffic areas around campus.
After effectively tagging the campus with green advertising, we set up a Community First branded tent in the center of campus, at the student union. We piggy-backed on another on-campus event called the UNF Extravaganza, which helped new and existing students get to know more about the campus.
Our “street team” mingled with the hundreds of students in the area, letting them know Community First Credit Union is serving the UNF Campus with all their financial needs and also giving out delicious, blue-raspberry hawaiian shaved ice to their facebook fans. The students headed over to the Community First tent and were greeted by a street team member holding an iPad 2. The iPad launched a custom app that streamlined the facebook “like” process to two steps: 1) clicking “like” and 2) submitting your login info.
During the one-day event we managed to get 500% growth in facebook likes during the event, tagged the entire campus with the Community First logos, handed out 2,000 blue glow sticks and bracelets, and most importantly drove brand engagement with the campus community.
Check out more Experiential Marketing work
Turning consumers into the advertising message through mobile and social media.
Branding, sponsorship and a text message sweepstakes for Community First Credit Union.
Engaging the audience with fresh and unexpected, benefit-driven storytelling.