PR agencies are updating their strategies to attract you customers. College students are more than ever connected through new media and technology, and PR professionals want to reach them through these tools.
Havaianas flip-flops company hired Alison Brod PR to launch a 2 day, 5 university tour to promote the brand to college students.
Havaianas president said that research has found that with college students, there is such thing as "over promotion," and it can quickly make things very uncool. They wanted a very relaxed, "organic" campaign that appealed to young adults in their own environment.
Alison Brod PR launched a "Color Wars" campaign on the college campuses, where the winning team won a trip to Brazil. They found that this grassroots approach worked very well.
The "Color Wars" promotion included ambassadors on the campuses, the company Web site and a Facebook page. Along with new media approaches, the PR agency used traditional media such as local radio stations and the campus newspapers.
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2 comments:
I think that this is a very genius approach to college students. What better way to appeal then to use the social media outlets that are most common and comfortable to use. I think this is just the beginning of companies using facebook.com and other sites to promote consumer awareness and build product support and knowledge.
I also agree that "over promotion" is real. People get tired of things always being pushed in their faces. Their approach to raising awareness among college students is a good idea.
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