Spring break is still many months away, but for advertisers out to reach college kids it's not too early to begin planning for those party weeks. And a new way is to sponsor on-campus competitions for the best student-created TV show, with the winning entry broadcast to spring break audiences in Florida.
To find out how to get your client’s message in front of college students while they play, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
Advertisers can sign on to sponsor a contest for students to create their own 30-minute television show. This is a new element of a program that places ads on closed-network television screens throughout resorts that cater to college students during spring break.
Who
Brand Connections, headquartered in New York.
How it works
The student-hosted television shows are one aspect of in-room broadcast advertising during spring break week. The contests will take place over the fall and winter, with the winning entry airing in March during spring break on hotel channels in the Panama City market.
Mobile marketing and hand-delivered invitations will drive awareness of the contest on campuses.
There are several other options for reaching college students via in-room television during spring break, says CEO Brian Martin:
-30-second spots airing on the in-room television channels that provide guests with information on what to do in the local market. Over the course of a month an ad runs 20,000 times on the network, Martin says.
-Advertiser-sponsored segments. “The programs that would be the best fit for sponsorship are ‘Club Hour,’ with a concentration on area nightlife, and ‘Fashion Focus,’” Martin says.
-Custom-branded content. “We can create a 30-minute show around the brand,” Martin says.
-Branded or sponsored live broadcasts of spring-break activities around the hotels and beach, with product placement.
Signage and gender-specific samples distributed at check-in inform students of the branded TV spots. Product literature can be part of the check-in package.
The in-room network ad program is geared to national advertisers.
Advertisers provide creative. Product exclusivity is built in.
Other elements that can be added to a campaign include branded key cards, shower curtains, pool cushions, elevator wraps and in-lobby billboards. Programs are turnkey.
Markets
The programs are available in Panama City, Las Vegas, South Padre Island, Breckenridge/Vail and the Bahamas.
Numbers
Two million college students will head to spring break destinations in March 2008, according to projections supplied by visitor bureaus, Martin says.
How it is measured
Data on how many students are exposed to the media will be provided by participating lodging destinations.
Incentives are provided to obtain students’ email addresses for followup two months after they see the in-room ads. Information is compiled about product recall and product purchases to measure the impact of the campaign.
What product categories do well
Automotive, telecommunications, electronics, computers, apparel, retail, health and beauty, confections, beverages, packaged goods and quick-service restaurant chains are top categories.
Demographics
The program targets college students, ages 18-25.
Making the buy
Lead time is 60 days. Advertisers buy the market.
Cost is contingent on program elements but can start at less than $100,000, Martin says.
Who’s already on spring break programs
Hershey’s Icebreakers Sours gum, Bic Comfort 3 Advance razor, Playtex Gentle Glide and Personal Cleansing Cloths and Procter & Gamble’s Pepto-Bismol, Secret and Crest toothpaste have signed on for the spring launch.
What they’re saying
“It’s not about students spending money while they’re on spring break. It’s about branding. They’re able to associate a brand with the pleasure and positive emotions and align the brand with some of their fondest memories instead of with the drudgery back on campus.” – Brian Martin, CEO of New York-based Brand Connections
Web site info
Brand Connections at http://www.brandconnections.com
