The Other Hangover - Final Report

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The Other Hangover - Final Report

  1. 1. Campaign Implementation and Evaluation ReportFebruary 2011 The other The OTher hangOver [the uhth-er hang-oh-ver]: The regrettable social after effects of over-consumption, such as embarrassment, shame, or guilt. While it usually goes unnoticed until the next morning, the consequences can last a lifetime. Hangover - Synonyms: embarrassment, regret, guilt, humiliation, shame University of Minnesota - Twin Cities School of Journalism and Mass Communication
  2. 2. Table Of cOnTenTsExecutive Summary .......................... 1The Target ............................................ 3Message Strategy .............................. 5Launch Team ....................................... 13Campaign Planning ........................... 14Creative Pre-Testing .......................... 15Connections Strategy ........................ 16Creative Overview ............................. 18Media Schedule ................................. 19Creative Executions ........................... 20Facebook Analytics ............................ 41Website Analytics ............................... 45Community Feedback ....................... 46Media Relations ................................. 48Earned Media .................................... 50Evaluation ............................................ 51Next Steps .......................................... 64Acknowledgements ........................... 66Earned Media Appendix
  3. 3. EXECUTIVE SUMMARY EXECUTIVE SUMMARYThe following report provides an overview of “The Other We provide a general description of the campaignHangover” campaign, an anti-binge drinking advertising planning and implementation process, and a full overviewproject developed and implemented by students from the of both the individual paid advertising executions andSchool of Journalism and Mass Communication (SJMC) earned media coverage garnered by The Other Hangover.at the University of Minnesota. We evaluate the implementation of each creative execution and assess the success of each tactic.Originally conceived by the SJMC’s 2009 NationalStudent Advertising Competition (NSAC) team, The The campaign’s Facebook page and website analytics areOther Hangover campaign targets undergraduate students also summarized to determine the success of the onlinewhose excessive alcohol consumption leads to regrettable media strategy. A discussion of community reaction andbehavior. The Other Hangover messages realistically feedback toward the campaign will be followed by adepict the important social consequences of over- summary of both qualitative and quantitative researchconsumption on students’ reputations, friendships and findings related to the effectiveness of The Other Hangoverimage. campaign.Through a generous grant provided by The Century Finally, along with a discussion of challenges faced by theCouncil, The Other Hangover campaign was executed on campaign, several recommendations for future utilizationthe University of Minnesota Twin Cities campus during of The Other Hangover are provided.the fall 2010 semester.A special topics internship-style course was taught duringthe summer term, with a group of 8 SJMC undergraduatestudents leading much of the campaign’s planning andimplementation effort. 1
  4. 4. Alcohol over-consumption is a serious health and safety issue plaguing Awarenesscollege campuses nationwide. Despite significant efforts to reduce the • The Other Hangover achieved 72.9% unprompted recall duringproblem, including various public health campaigns, many students the height of campaign activitydismiss the risks and continue to make binge drinking a major aspect of • 86% reported seeing The Other Hangover logotheir college experience. The Other Hangover hopes to change this. • 75% reported seeing the campaign several times a week or moreCampaign Period: September 9 - December 15, 2010 ConversationBudget: $75,000 The Other Hangover sparked conversation. 54.8% of all students reported talking about the campaign with their friends. Importantly,campaign ObjecTives students were significantly more likely to discuss liking the campaign than disliking it (45.2% vs. 7.8%).Awareness: Introduce The Other Hangover to students and increaseawareness of the negative social and reputational effects of over- Message Ratingconsumption. Achieve at least 60% campaign awareness during the Students both relate to and have positive attitudes toward The Otherinitial campaign phase. Hangover messages. For example, 81% agree The Other Hangover message is more relatable than other “drink responsibly” ads. A seriesConversation: Generate discussion of the negative effects binge of statistical analyses were conducted to determine if the core messagedrinking can have. We want students to actively discuss and integrate strategy better resonated with certain demographic segments. NoThe Other Hangover into their daily lives. statistical differences were found, suggesting The Other Hangover message strategy is well-accepted across the broad campusAttitude: Ascertain student feedback on the message strategy. Longer community.term goal: achieve measurable changes in attitudes surrounding bingedrinking behaviors. The jOurneyevaluaTiOn The University of Minnesota student-led NSAC team spent nine months formulating the positioning, strategy, and creative elements ofWe conducted pre-, concurrent, and post-campaign surveys to evaluate the campaign. They conducted extensive research including surveys,the effects and effectiveness of the campaign strategy. interviews, focus groups, collages and photo diaries to find a new and powerful message.A representative sample of 910 undergraduates participated in ourlongitudinal evaluation. The strength of this design allows us to In the following section we present the insights and generalgeneralize all quantitative results to the larger University population. development leading up to the core messages of the campaign. PleaseStudents were first surveyed at baseline, prior to campaign launch. see the original plans book for a full description of research.Follow-up surveys were distributed mid- and again post-campaign togauge student awareness and attitudes toward the messages.2
  5. 5. WHO ARE THE STUDENTS MOST LIKELY TOOVER-CONSUME ALCOHOL?The Target TargeT TheWe have selected a specitargets a specific group of students, which we have named Our campaign c group of students, which we have named “It’s not how much I drink, it’s theAt-Risk Drinkers.Drinkers. While drinkingquantities, this group is likely is likely to put themselves, At-Risk While drinking in large in large quantities, this groupto put themselves, their friends and the greater community at risk. their friends and the greater community at risk. damage it [alcohol] can cause.”What is What isDrinking? At-Risk At-Risk Drinking? -Chariot focus group Alcohol a ects affects different peopleerent ways. Chairot does not considering just the Alcohol di erent people in di in different ways. For students, believe the number of drinks per hourhour isis the best dedefinition for over-consumption. number of drinks consumed per alone not the best nition for over-consumption. Our research has led us to a more enlightened Our research has led us to a more enlightened definition of at-risk drinking, blending the dequantityof at-risk drinking, which blends the quantity consequences. nition of consumption with problematic behavioral of consumption with problematic behavioral consequences. At-Risk Drinking: At-Risk excessive alcohol consumption leads to regrettable behavior. When Drinking: When excessive alcohol consumption leads to regrettable behavior. How many At-Risk Drinkers are there? How many At-Risk Drinkers arestudents said they have had too much to drink during a According to our survey, 81% of there? According to our survey, 81% of students said they have had too much to drink during a single occasion. single occasion. At-Risk Drinker Profile As a part of our national survey we asked college students how many drinks they consumed last Friday and Saturday night. Across all respondents, 39% consumed five or more alcoholic drinks. With this as our base, we developed a profile of what characteristics commonly make up the At-Risk Drinker. Index Student Characteristics Average U.S College Student (College Students = 100) Male 141 Athletes 52% 133 Greeks 50% 128 Sports fans 50% 128 *Note: At-Risk Drinker profile developed based on the 2009 NSAC national survey. 5 3
  6. 6. Social Lubricant “I don’t want to be the only sober one.” • Drink to gain social acceptance in a group setting • Pressure from peers leads to fear of being left out or excluded • Unspoken bond between intoxicated students increases social connection WhaT drives Over- cOnsumpTiOn? College Syndrome The Triggers “These are the best years of my life.” Moderate drinking shifts to • Newfound independence manifests itself in dangerous over-consumption over-consumption when • Afraid to miss out on the highly anticipated “college experience” motivational triggers come • Anxious to party and meet new people into play. We uncovered five reasons At-Risk Drinkers use to Clocking Out rationalize over-consumption. “It’s been a long day, I deserve a break.” • Micro-managed lives leave students looking for a chance to escape • Alcohol is a perceived solution to stress • Provides a break from everyday pressures Competitive Spirit “I’ve got a reputation to uphold.” • Gaining pride, bragging rights and social praise are the driving forces • Competitive drinking includes beer pong and drinking games • Encouraged to be competitive from a young age Bargain Boozing “I have to drink more to get my money’s worth.” • Students are stressed with financial pressure • They recognize the financial value when drinking in large quantities • College bar culture includes promotions and pre-gaming activities4
  7. 7. The cOnsequencesAlcohol Impact ModelThis model demonstrates how the triggers canlead to over-consumption causing expected,ignored or extreme consequences. Our researchshows advertising that emphasized the expectedand extreme consequences of over-consumptionhas little impact on student behavior. In contrast,highlighting the ignored consequences has thepotential to shift behavior among college students.The message ThaT maTTers mOsTThe StrategyWe learned that a craving for belonging and socialenhancement drives over-consumption.A new message with a focus on howover-consumption can permanently affectreputations, friendships and self-image holds thepower to change attitudes and shift behavior. POSITIONING STATEMENT Over-consumption leads to regrettable behavior that puts your reputation at risk. 5
  8. 8. KEY INSIGHT Turning insighT inTO a cOmpelling campaign We filtered our learning into three implications that will guide our campaign. e The other m Be Disruptive 1 sha Why? College students are continuously bombarded with health-related messages. They are jaded and easily tune out the familiar. Be Realistic 2 Why? Successful messages utilize situations college students Hangover can relate to. Transcend Alcohol 3 Why? It is not just about alcohol. It is about how over-consumption can affect your social standing among friends. That is what students truly care about. Our creative platform highlights the social consequences of over- consumption. This will awaken At-Risk Drinkers to the full consequences of their actions. Why It Works • Dramatically brings the concept of The Other Hangover to life For most, a hangover is associated with physical consequences such as a • Bridge word at the top of the ring acts as a connector between pounding headache or throwing up. We will change student expectations specific ads and the logo of this familiar term. • Watermark left by a glass symbolizes what gets left behind after a night of drinking We have created a unique twist on this traditional hangover. The Other Hangover is the regrettable social after effects of drunkenness, such as embarrassment or guilt. This customized logo is the seal of our campaign.6
  9. 9. drunk”prinT HeadlineThrough print, our campaign uses four Communicates that over-consumption can ruin friendships, reputations and image.visual vignettes to vividly express The Green-colored words reference over-consumption; visually connecting the headline with the bridge words and logo.Other Hangover. Each ad displays arelatable and regrettable situation, which Even though you were drunk, this still happis the result of over-consumption. Theimagery speaks to At-Risk Drinkers byshowcasing behavior that causes moredamage than a physical hangover. Bridge Words One-word descriptions (shame, regret, guilt, humiliation, embarrassment) of TheThe copy is realistic and Other Hangover allow for flexibility and differentiation. They act as a connectionstraightforward. By focusing on point between the ad and the logobehaviors that destroy friendships,reputations and image, these executionsspeak to At-Risk Drinkers in a way thatis more resonant than typical health andsafety campaigns. Selective Color The people and drinks in full color draw attention to the action and the alcohol, which are the cause of The Other Hangover. as sm e n t arr The othe e mb Don’t over do it. Don’t over do it A relatable adaptation of the familiar and overused “Drink Responsibly,” which Hangov incorporates common language used by At-Risk Drinkers. www.facebook.com/theotherhangover 7
  10. 10. “The Make-out”8
  11. 11. Before you got wasted, you weren’t known as “The Creep.” tion l ia The other i hu mDon’t over do it. Hangoverwww.facebook.com/theotherhangover“The Creep” 9
  12. 12. A few drinks before, they thought you were fabulous. tio n l ia The other i hu m Don’t over do it. Hangover www.facebook.com/theotherhangover “The Crier”10
  13. 13. Reputations aren’t drunk-proof. e The other m shaDon’t over do it. Hangoverwww.facebook.com/theotherhangover“The Flasher” 11
  14. 14. “The Fighter”12
  15. 15. PREPARE FOR LAUNCHmainTaining sTudenT vOiceA key objective when implementing The Other Hangover campaign was While this group of students was generally unfamiliar with the originalto maintain the student-led initiative and voice behind the messages. We development of the campaign, all were enthusiastic about its messageknow a student-led initiative will have more impact and credibility with strategy and excited to see The Other Hangover implemented onAt-Risk Drinkers. Students don’t want to be lectured or talked down to. campus for their peers.But they will listen to their peers. Planning ProcessIn the time since The Other Hangover campaign was originally Working toward the launch of the campaign, formal meetings weredeveloped, most of the students on the 2009 NSAC team had graduated held on a weekly basis. Student ambassadors also completed tasksand moved on to other endeavors. We needed to find student individually and in small groups throughout each week.ambassadors to help implement the campaign and spread the messagearound campus. Wherever possible, students were given the authority to make campaign decisions and handle business relationships. The responsibilities of theCampaign Launch Team students on the implementation team were extremely varied, rangingAn opportunity existed for a rich, hands-on, professional learning from website development and graphic design work, to copy writing, artexperience. We created a one-credit applied internship experience directing and creative efforts, to researching, establishing and managingmade available to undergraduate advertising students through the SJMC vendor relationships. Much of the group’s time over the summer wasand tasked students with tackling the details of implementing a real-life spent coordinating with outside vendors for printing and producingintegrated marketing campaign. various campaign materials, or negotiating and planning media contracts.Applications and references were required for participation in theproject, and professional interviews were held to select a team of 8dedicated students with the skills necessary to implement the campaign.Two graduate students, one with professional advertising industryexperience, and the other a former undergraduate member of the 2009NSAC team, shared responsibility over the course of the summer inleading the project and managing the team of students. 13
  16. 16. deTermining campaign scOpe One of the first tasks for the implementation team was to determine both the feasibility of individual executions from the NSAC team’s original proposal — and the overall scope of a campaign that could be successfully produced given the available time and budget. After researching the costs of various media executions and calculating the time involved in planning and obtaining the necessary approvals for some ideas, several of the creative tactics originally conceived for the campaign were not For example, after researching local media implemented. It should be noted, however, that even though costs, students in the group determined there was our team made the pragmatic decision not to implement great value in placing the campaign’s print ads on bus certain executions, we feel many of those tactics still have the shelters surrounding the University of Minnesota campus. potential to come to life. The decision to use bus shelters Our implementation of The Other Hangover, essentially a meant we needed to produce more practical “trial run,” should be viewed primarily as a test print ads conducive to a vertical format. of the campaign’s messaging strategy, and an evaluation of To maintain the look of the campaign, the ability of those messages to break through in a campus the original NSAC team photographer environment and to resonate with an undergraduate student was hired to re-shoot several of the ads audience. for a vertical format. Students on the implementation team helped decide how to Team members recruited their friends, allocate the campaign’s media budget, and determined which and also volunteered themselves, to media channels would best reach At-Risk Drinkers. appear as models in the new ads.14
  17. 17. pre-TesTing The message The Other Hangover message strategy and creative concepts underwent extensive pre-testing during the campaign’s original development in 2009. We wanted to confirm the message strength and address questions surrounding the effectiveness of the male-targeted ads. In early summer, we organized four focus groups with male participants. At-Risk Drinkers viewed, rated, and explained their interpretations of the ads. Through this we confirmed the messages were understood and well-accepted by a male audience. Males identified with situations depicted in the ads.Adjusting the AdHowever, focus group participants echoedprevious criticisms of the male “Fighter”ad: the bar seemed too empty and the scenelooked staged.Through further probing, we also foundmales are most conscious of their behaviorin the presence of females.In light of these findings, we re-shot “TheFighter” print ad using a different fight poseand prominently featuring females. 11 15
  18. 18. CONNECTIONS ObjecTives 1 Reach At-Risk Drinkers when they are planning or reflecting upon drinking events. 3 Provide channels for sharing the campaign message. Create opportunities for the exchange of ideas and Reach out to the community, including campus administration, 2 dialogue among At-Risk Drinkers and their greater campus community. 4 campus security and parents. realiTy respOnsesTraTegyThere are four Disruptionconsiderations that guide College students tune out ordinary advertise- Our message and media placements will be disruptive to grab attention,the structure of our ments and ignore media not designed for them. encourage the sharing of ideas and inspire new ways of thinking about over- consumption.campaign. All reflect ourresearch and segmentation,and make our messagemore relevant and College students check their email, Facebook, Integrationeffective. and college portal multiple times per day. We will be where At-Risk Drinkers are. Established online communities will be used to connect students in support of the campaign message. Response: Community The success of our campaign hinges on the inclusion and support of university Targeting, Prioritizing and Partnerships We have a limited budget of $75,000. administrationwith companies campus community. students will extend made Partnerships and the greater also targeting these Connections will be our budget. with key university stakeholders. All At-Risk Drinkers are part of a broad Community campus community. The success of our campaign hinges on the inclusion and support of university administration and the greater campus community.16
  19. 19. campus-Wide invOlvemenTBinge drinking is, without question, a problem that impacts the wider Law Enforcementuniversity community. To make our campaign successful, our team The Other Hangover team also reached out to both the University ofactivated support and coordination between university departments, Minnesota and Minneapolis police departments to make sure they werestudent organizations, community businesses and associations, and local aware of the campaign. The University police department even agreed togovernment and law enforcement agencies. Involvement from these assist in distributing some of the campaign’s materials, handing out ourmajor stakeholders both helped spread our message and contributed to “giveaway cards” to students during a special event coinciding withthe overall success of the campaign. Campus Safety Week in late September. The local law enforcement community also was very supportive of our campaign efforts. Business Associations University Members of The Other Hangover team attended several meetings with Our team made special effort to ensure university campus area business associations, briefing business owners about the personnel were aware of the project, were a part of planned campaign. These meetings also provided an opportunity to its planning process, and also had the opportunity distribute materials (such as posters, mirror clings and cardboard to review and comment upon campaign planning coasters) to those businesses willing to display the campaign’s messages in details. their establishments. Presenting the campaign directly to these business associations allowed team members to convey the messages (and legitimacy) of the campaign, while also providing a more centralizedCampaign staff spent a significant amount of time and effort coordinating method for distributing materials.meetings with key representatives from the following departments: • Office of Student Affairs Stadium • University Relations Student members of the implementation team worked closely with the • Housing and Residential Life University’s athletics department marketing office in negotiating a • Facilities Management contract for a significant campaign presence at home football games held • Boynton Health Services on campus at TCF Bank Stadium. The athletic department’s marketing • University News Service team provided excellent support and advice on campaign tactics, and offered unique placement opportunities for The Other HangoverOur team found university staff to be extremely supportive, patient and campaign, including exclusive advertising on bathroom stalls within thehelpful throughout the process. stadium’s student section and custom recorded PA announcer voice-overs to accompany our advertising images on the stadium’s Jumbotron screens. 17
  20. 20. CREATIVE OVERVIEW Here we outline the creative tactics and elements used throughout the campaign. Images and descriptions of individual executions appear in the following section. Around Campus Stadium 46 branded sidewalk clings 5,000 picture-frame magnets with removable U of M football schedule 20 bus shelter display ads Bathroom Takeover in 4 student section bathrooms 1 billboard 30-second ads aired on TCF Jumbotron every home game Campus movie theater ads Stair and sidewalk clings placed near student section seating 25,000 branded coasters 10,000 coupon giveaway cards (co-sponsorship with Campus Pizza) Events 1,000 posters Gopherfest 400 “Missing” ads posted on campus kiosks Homecoming Tabling at Student Union In the Dorms 1,000 branded mirror clings 3,500 door hangers (co-sponsorship with Residence Life) Facebook 400 posters hung in hallways Fan Page “What’s your Other Hangover?” Quiz Sponsored polls Campus Newspaper Virtual gifts Fall Sports Preview ad Targeted ads Bar and Beer Guide ad Display rack ads in six locations Community The Other Hangover crossword puzzle theotherhangover.com Full-page print ads Law enforcement Parent involvement18
  21. 21. MEDIA SCHEDULE MEDIA SCHEDULE SEPTEMBER                                                                            OCTOBER                                                                                    NOVEMBER                                                                                                          DECEMBER                                                                           This media flowchart 6 13 20 27 4 11 18 25 1 8 15 22 29 3 11AROUND  CAMPUS shows the timing andBus  Shelters duration of the campaign’sBillboard                                                                                                             various elements,Sidewalk  clingsCampus  Movie  Theater  Commercials                                                                         including each of the paidCoasters advertising executions,Giveaway  CardsMissing  ads  posted                               Facebook promotions,IN  THE  DORMS on-campus events and theMirror  clings Campus Pizza give-awayDoor  HangersPosters cards promotion.CAMPUS  NEWSPAPERDisplay  racks  (6  locations)Print  ads,  full  pg                                                                  Crossword  Puzzle                                                                              Missing  adSTADIUMMagnets                                                                        Bathroom  Takeover                                      Jumbotron  ads                                    Stair/Sidewalk  Clings                                    FACEBOOKFan  pageWhats  your  Other  Hangover  Quiz                                                                                                                                                                                                    Targeted  ads                            EVENTSGopherfest                                                                                                                                                                                                                                                                                                        Homecoming                                                                                                                                                                                                                                                                                                      Tabling  at  Student  Union                                                                                                                                                                                                                                                            COMMUNITYtheotherhangover.comLaw  Enforcement:  Giveaway  Cards                                                                                                                                                                                    Parent  Involvement                                                                                                                                                                                                                                       19
  22. 22. branded sideWalK clings AROUND CAMPUS sideWalK cling messages Contractor: University Facilities Management Center Services Details: 46 black clings; 30” x 40” Cost: $8,392.64 Durable adhesive sidewalk clings were installed on campus sidewalks, generating buzz about the campaign as students returned back to school for the first week of classes. Clings were strategically placed in areas of high foot-traffic around classrooms and near the residence halls on the University’s East Bank, West Bank, and St. Paul Campuses. The University’s printing services department helped produce and physically install the sidewalk clings. This guerilla-marketing strategy required extensive time and care to implement. It required securing permission and approval from multiple University departments, and strategically planning specific locations for the clings to be placed. Details and resources required to implement this disruptive strategy should not be overlooked.20
  23. 23. sideWalK cling fOOTprinTsDetails: 3 sets of “footprint clings”Cost: $1, 729.00We developed “footprint” sidewalk clings — avariation of the black cling messages.Each set of clings tells a story of what happenedafter a night of drinking too much. As studentsfollow a staggered set of footprints, they reachmessage points indicating what happened.Footprint cling stories showed how multiplerounds of shots or beers can lead to regrettable,embarrassing behavior. 21
  24. 24. Challenges The University of Minnesota’s “Driven to Discover” campaign had used the same durable sidewalk cling material for its messaging in the past. It was soon discovered that among Clings lasted on the ground for months, generating long-lasting exposure. certain groups of students, the campaign signs had become a “badge of honor” to The largest and perhaps most painful lesson learned was that, if done intentionally, these types of adhesive signs are actually relatively easily steal and hang on dorm room and removed. Within less than a week of being installed, many of the cam- fraternity house walls. paign’s sidewalk clings disappeared from locations around campus. It was soon discovered that among certain groups of students, the campaign signs had become a type of “badge of honor” to steal and hang on dorm room and fraternity house walls. Lessons Learned Following the original wave of sidewalk clings disappearing, efforts were While obviously disheartening that a core element of the taken to reproduce and install replacement clings — many of which campaign’s visibility strategy disappeared, our group took some were placed in higher profile locations, making them less prone to theft. consolation with knowing the signs were still being displayed However, eventually nearly all of the campaign’s sidewalk clings were and viewed by students — just not in their originally intended removed and stolen. locations. With the advantage of this hindsight, we would strongly recommend against the use of sidewalk clings for future, similar campaign efforts. While it attracted positive attention for the campaign, the cost of this tactic, and motivation for theft is simply too great. Other options, such as painted ads or power-washed messages, could instead be explored.22
  25. 25. billbOardContractor: Clear ChannelDetails: 1 billboard; 12’ x 25’Cost: $4,120We strategically reserved a billboard above a popularbar right on the edge of campus and within blocks of thefootball stadium. Thousands of students and communitymembers were exposed to our message each day. bus shelTers Contractor: CBS Outdoor Details: 20 bus shelter ads Cost: $8,200 The University of Minnesota is an urban campus where most students walk or use bus transportation to get to and from class. Bus shelters provided a cost-effective way to get our message across. We secured 20 bus shelters around the campus area, saturating nearly every bus stop available. Students couldn’t miss our message. 23
  26. 26. Lessons Learned The billboard and bus shelters provided large, attention grabbing, visuals. We used the “unveiling” of these ads as a PR hook in pitching coverage of the campaign to local media outlets. This strategy generated interest and news coverage from four local broadcast stations. Was it Effective? campus mOvie TheaTer ads Billboard and bus shelter placement was noticed and Contractor: University’s Student Unions and Activities remembered by students. Details: 20-second ads aired at the Minneapolis and St. Paul Student Centers throughout the fall semester (7 times/week) Before campaign launch, students reported seeing such Cost: $1,000 moderate drinking ads on bus shelters once a month or less. One month and again at two months after campaign Campus theaters attract a large undergraduate audience, and launch, this same group of students reported a significant students often attend movie showings before going out for a night increase in exposure to such ads.1 of drinking. We wanted to reach students before they planned their evening events and to remind them “don’t over do it.” At baseline survey, 13.7% reported seeing moderate drinking ads on billboards or bus shelters once a week, Several of the campaign’s poster images were converted into compared to 36.5% at survey wave 2, and 32.5% at the “slideshow” style movie preview ads, ending with The Other final evaluation survey. Hangover logo and Facebook URL. In light of these findings, we highly recommend billboard Lessons Learned and bus shelter placement for future campaign efforts. Movie theatre advertising is easy, yet cost-effective to implement. We recommend this placement for future campaigns. 1 F(2, 1,268) = 88.079, p < .001.24
  27. 27. cOupOn give-aWay cardsPartnership: Campus PizzaContractor: Printing ServicesDetails: 10,000; 3” x 5”Cost: $815Coupon cards were distributed to students throughshopping bags at the U of M bookstore, by Universitypolice during Campus Safety Week, and by studentvolunteers during special events such as Gopherfestand Homecoming.Giveaway cards helped spread our message and attractstudents to our Facebook page. The card instructedstudents to log onto www.facebook.com/theotherhan-gover to find out how much the card was worth.Students clicked a tab on the Facebook page wherethey were greeted with the following message: With the words shame, regret, humiliation, and embarrassment, students read a short, witty story describing why they experienced The Other Hangover. These cards were worth $1 off a purchase at Campus Pizza. A limited number of “Avoid the other hangover” cards were distributed with the winning word “moderation” worth $5 off a purchase at Campus Pizza. 25
  28. 28. cOasTers Contractor: Print Globe Details: 25,000; Double-sided, 4” round coasters Cost: $1,919.08 We purchased a large quantity of bar coasters and distributed our message where it matters most. This execution proved to be a creative and relatively cost-effective method of getting the campaign logo, tag lines, and Facebook URL in front of At-Risk Drinkers. Coasters were given free-of-charge to eight campus area bars and restaurants, given to Health Advocates to be distributed in the Residence Halls and Greek Communities, and also used as a give- away item at campus events. Challenges and Lessons Learned Methods of distributing the coasters were An effort was made to coordinate distribution challenging. Students needed to physically of campaign coasters and advertising materi- haul and distribute thousands of coasters als directly to bar owners via two local campus to campus bars. area business associations — but this strategy proved only moderately successful. Additionally, communicating with the staff and managers of local bars was fre- For future efforts, we advise having discussions quently challenging. Often, messages wouldn’t early with the owners of campus area drinking get passed along to the appropriate individuals, establishments, and if a distribution agreement and we were occasionally frustrated to find is made, to ask they fully convey to all employ- wait staff at establishments failed to use our ees that display and use of the campaign coasters, even after having received success- materials is a priority. ful approvals from managers and owners.26
  29. 29. missing pOsTers MISEPUTAING HER R S TION When browsing through the campus newspaper, students were met by an untraditional “missing” advertisement. Instead of a lost puppy, these ads advertised missing items such as “my reputation” or “my dignity.” These classified ads were an unexpected way to reach At-Risk DESCRIPTION Date Missing: 10/28/10 Last Seen: A house party Drinkers. In addition to student newspapers, we printed hundreds a house party on Com o Ave. with the help to have been taken from her friends, of color copies and student ambassadors posted the ads on outdoor Her Reputation is believed of a keg of beer and shot s of vodka. The victim was abducte d in front of its owner, as a drunken mess, who said many with. The owner was left uing. kiosks and bulletin boards in high traffic walking areas around and a cute guy she was flirting hurtful things to her frien ds and turned off the cute boy she was purs campus. Our team created 4 unique versions of the posters, each ct us at here, please conta Her Reputation anyw social If you have seen . Please help, her heotherhangover www.facebook.com/t miss her reputation very much. and dating life tailored to a different demographic audience. Donʼt over do it. MISDIGNITY G SIN Campus Kiosks Missing ads were posted late in the fall semester, after the MISSING HIS University community was familiar with The Other Hangover HER DIGNITY campaign. We re-posted the Missing ads on Mondays to reach students as they were reflecting on their weekend. The reflective tone reminds students that over-consumption leads to behavior that has lasting effects on their reputation. Lessons Learned DESCRIPTION Last Seen: A house party Date Missing: 10/23/2010 The ads were a simple and cost-effective method for main- Last Seen: A bar DESCRIPTION Date Missing: 10/23/2010 His dignity was abducted after a hard night of partying. taining buzz about the campaign on campus. Student feed- keg-stands and Her Digity is believed to have been taken from a dinkytown bar with the help his dignity became displaced after a few While still intact after three to four drinks, swigs of whiskey later in the night. With his dignity gone, the night resulted in moronic dialogue, kicked out of the party back was positive, and reaction was that they were creative of a several mixed drinks and shots of vodka. The victim was abducted in front of its owner, spewing.His dignityʼs body was forcibly her friends,and a cute guy she was flirting with. The owner was left as a drunken mess,excessive creepiness, and uncontrollable and now cannot show his face in public until his dignity is notably found. and clever. who said many hurtful things to her friends and turned off the cute boy she was pursuing. , please contact us at If you have seen his dignity anywhere If you have seen Her Dignity anywhere, please contact us at r. Please help, www.facebook.com/theotherhangove www.facebook.com/theotherhangover. Please help, her social without it. the victimʼs social life is in jeopardy and dating life miss her reputation very much. Donʼt over do it. Donʼt over do it. 27
  30. 30. RESIDENCE HALLSA main connections strategy included permeating environmentswhere students spend most of their time. Residence Halls providedan opportunity for repeated exposure of our message. Posters, dOOr hangersmirror clings, and door hangers served as a daily reminder to                       nt  students that their image and reputation are not “drunk-proof.” Partnership: Housing and Residential Life e sm embarras Details: 3,500 door hangers were distributed tomirrOr clings students living in residence halls during Campus Safety WeekPartnership: Housing and Residential Life Cost: Free, paid by partnership regContractor: University Printing Services retDetails: 500 clear & 250 opaque mirror clings; 4” x 8” As part of the University’s sponsorship of Campus ReputationsCost: $500 t  Safety Week, The Other Hangover was given one arenʼt drunk-proof. smen ras side of the door hanger to promote its messaging, The other ar        emb     while the other side included basic safety tips Donʼt  ove r  and other information created by the office of Your image isnʼt drunk-proof. do  Hangover it. Residential Life. The ha me other s Hangover t  smen rasCommunity Advisors assisted in posting the advertising clings on The other ar        embbathroom mirrors in many of the student residence halls on campus.     Was it Effective? Your image isnʼt drunk-proof.Lessons Learned Hangover Placement in the residence halls proved effective in generating campaign awareness. Students living inAn effective distribution channel must exist to appropriately imple- residence halls were significantly more likely toment this large-scale promotion. Application of the mirror clings was remember the campaign.quite time-consuming. We were grateful to have the help of theUniversity’s network of residence hall Community Advisors. 96.9% of students living in residence halls remember seeing The Other Hangover campaignWe tested two different types of cling material for this execution, • Compared to 81.7% among students not living inunsure which type would produce the desired effect. We recommend residence halls.1using the opaque material to avoid unwanted reflection and to makethe message easily readable. 1 (CI 95%; Z = 4.592)28
  31. 31. CAMPUS NEWSPAPERContractor: The Minnesota Daily student newspaperCost: $8,604.55According to our representative survey of undergraduates,nearly all students read The Minnesota Daily at least oncethroughout the semester (98.1%), and a majority (50.8%)read it weekly or more. Fall Sports Preview Sep 9 A full-page ad ran on the back cover of the spe- cial issue “2010 Fall Sports Preview.” The maga- zine reaches our demographic segment, “sports fans,” and was distributed the day of campaign launch. Students couldn’t miss our messaging. Bar and Beer Guide The Bar and Beer guide is a special issue produced by The Minnesota Daily. The content of the paper introduces new students to the most popular bars and places to drink around campus. We knew our target would pick up this Sep 16 guide, so we surprised them with our messaging. 29
  32. 32. display racK ads Full-color campaign posters Unlike posters hung up in featuring brief headlines and the hallways, which were often campaign logo were displayed on removed, these display ads were the front of 6 newspaper racks protected and semi-permanent. in classroom buildings around The messages were also able to be campus. rotated by the student newspaper staff, keeping the ads fresh within Lessons Learned each individual location. This tactic was an easy way to ensure longer-term campaign visibility across campus throughout the semester. crOssWOrd puZZle We created The Other Hangover crossword puzzle as a unique way for students to engage and interact with our message. The crossword puzzle was located on the “back talk” page near Sudoku and other popular word games. Students were directed to The Other Hangover Facebook page to find the answers. According to Facebook analytics, 420 students Sep 30 checked their answers to the crossword puzzle.30

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