If you are a big college football fan, you may have seen one of the savviest marketing campaigns this year during the Sugar Bowl in January. In order for Allstate to boost awareness of thieves' ability to get valuable information from what you post on your social media account (and for Allstate to presumably sell more insurance), the company launched Project Aware Share. The ad campaign premise was simple: Mayhem, the main character of all of the recent Allstate commercials, discovers that a young couple has posted that they are on vacation at the Super Bowl. He then breaks into their home while they are out of town and steals their stuff.
The campaign could have been effective if that was all Allstate did for the commercial. However, they took it one step further. Allstate created a real website, where Mayhem put a bunch of household items he had stolen up for sale, Ebay style. Individuals could actually go online and buy a tv, a lamp, rugs, etc that Mayhem had "stolen" from the couple. The campaign was extremely successful, increasing Allstate's Mayhem Twitter following, and getting millions of impressions on Mayhem's Facebook page. All of this presumably leading to a bump in new business for Allstate.
How could a similar campaign be created in Higher Ed? Could a school create a fundraising site, where specific spots on campus are available to "purchase", like a monopoly board? Could a student's dorm room have price tags affixed to different items that a donor could then make a donation to fund?
Allstate was at the forefront with a unique marketing idea that drove potential customers to pay attention to the company's message, and then motivated the customers enough that they visited a micro-page for the company as well. What can higher ed organizations do to create the same level of encouragement?
The campaign could have been effective if that was all Allstate did for the commercial. However, they took it one step further. Allstate created a real website, where Mayhem put a bunch of household items he had stolen up for sale, Ebay style. Individuals could actually go online and buy a tv, a lamp, rugs, etc that Mayhem had "stolen" from the couple. The campaign was extremely successful, increasing Allstate's Mayhem Twitter following, and getting millions of impressions on Mayhem's Facebook page. All of this presumably leading to a bump in new business for Allstate.
How could a similar campaign be created in Higher Ed? Could a school create a fundraising site, where specific spots on campus are available to "purchase", like a monopoly board? Could a student's dorm room have price tags affixed to different items that a donor could then make a donation to fund?
Allstate was at the forefront with a unique marketing idea that drove potential customers to pay attention to the company's message, and then motivated the customers enough that they visited a micro-page for the company as well. What can higher ed organizations do to create the same level of encouragement?
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