The slides from our 'Shake up your campus experience' workshop.

1. shake up your campus experience
26th April, 2018

2. Let’s get to know each other.

3. Why go on campus?
Who’s your audience?
How best to engage?
What’s the measure of success?

4. show who you really are
and have some fun

5. Personal success – more focused on personal achievement – and
willing to work hard to get it
Multi multi tasking – dealing with all the information that is being
thrown at them
Marketing Savvy – more sceptical about brands, unless it’s
entertaining and engaging
Brand ME – my image matters
Most connected but increasingly crave privacy – brands need to
show integrity about personal information
Equality – the defining issue
World – 60% of teens want to change the world using their careers
and 76% worry about the environmental impact humans are having
on the Earth
Volunteering – 26% of teens are active volunteers
Gaming – 66% claim gaming as their main hobby
Entertainment and Fun – off-beat and quirky content
On demand – fulfil my needs in my own time
Keep it real – e.g Levi brand ambassadors
Visual – pictures v words, YouTube v Google, Emojis v Text
Generation Z

6. Generation Z
Entertain your audience
Be personal
Show your purpose
Be inclusive

7. 90% of the
information
absorbed by
the brain is…

8. visual

9. Brilliant Vs. Better
Tell us what’s brilliant and what could be better

10. INTERACTIVITY

11. Context
>> Make it an experience, make it entertaining
>> Getting people involved gets them closer to you
and the business
>> Creates excitement and buzz around
your ‘stand’
>> Stand out from your competition
>> Amplify on social media

12. > Interactivity
Taking a ‘traditional’ game and
making it relevant for your
brand: Cat Phones High Striker
We all love a fun and interactive
game, so here are some
examples where a traditional
game or funfair attraction has
been transformed in to branded
challenge.
Rugged phone manufacture
‘Cat Phones’ invite delegates to
test the strength and durability
of the ‘life proof’ devices with a
branded ‘Striker’ game, where
the striker ‘pad’ was the Cat
Phone.
Impact: A traditionally
‘standoff-ish audience became
very involved, and very
competitive with each other to
be crowned the ‘strongest’
Delegates left their presentation
and were still talking about the
brand at the end of the day
Cat Phones were awarded best
stand at the conference, where
Samsung, Sony and Google
were amongst the competition.
The striker game has since
been used for four more events
around Europe

14. > Interactivity
Own your exhibition space:
Hellmann’s
Mediterranean Retreat
Make the most of the space on
campus but truly ‘owning’ the
space.
In line with the launch of a
new Hellmann’s condiment, a
‘Mediterranean Retreat’ was
created in Soho Square. Instead
of just a plain pop-up, this
space had a true ‘identity’.
Londoners were invited to
come to the space, enjoy some
food and ‘chill-out’ in the park.
We can take learnings and
inspiration from this by ‘owning’
spaces and giving them a new
purpose and new nickname
during campus visits.
Production does not need to
be complex and expensive,
simple touches like A-boards,
using textures on pop-up
stands (e.g. turf, fabrics, flowers,
etc.) inexpensive pallet-style
furniture (hired) and other
relevant props work well.

16. > Interactivity
Create a buzz with the GiG STORM
An immersive experience at conferences
Catch as many (foam) balls as you can in 30 seconds
Leaderboard with prizes for each day
Individual participation but encouraged crowds to watch
Dramatically changed footfall to the stand

18. IDEAS

19. > Touchscreen Games
>> Custom built digital games, played on giant touch-
screen to also turn heads / create noise
on campus.
>> Built to be played offline and campus and
online, so those who don’t have time to play on
the day can visit a URL to participate in their
own time.
>> Scores and student data can be captured
to facilitate competitions as well as post-
activity comms.

20. > AR portal
‘door to the world’
>> AR portal opens up a new world on your phone.
>> Users create a portal and literally step into it.
>> It could be a real place or symbolic of the
things you can do in your organisation.
>> Simple, compelling engagement that works
at an event (and in their own time).

21. > Mirror Me
>> Have some fun with the classic photo booth
>> Social sharing is key
>> Filters, prizes and more

22. POP-UP EXPERIENCES

23. Context
>> Ability to capture attention in high foot-fall areas
>> Make your brand more relevant and inspiring
>> Engage a more diverse range of people
>> Your audience craves experiences

24. > Pop-ups
PR stunt-style installs: Microsoft Surface
Taking inspiration from their latest product release
at the time. A bespoke Microsoft Surface Connect 4
was commissioned, as an alternative to an off the
shelf pop-up and toured around target universities
Impact: A dual message was delivered,
increasing awareness of the internship and
graduate opportunities at Microsoft plus
increasing consideration amongst students
that a Microsoft Surface tablet would be ideal
for their studies.

25. > Pop-ups
PR stunt-style installs: Dole ice sculptures
In line with their new frozen fruit packs, Dole created
3 giant fruit shaped ice sculptures from which
different flavour smoothies were poured through
a luge. Ice sculptures can be any shape or size,
ranging from small logos and straplines to giant
fruits like these. We can take inspiration from this
large-scale stunt to deliver something relevant
on campus.
Impact: Installed on the Southbank, 2,000 free
smoothies were given to Londoners, as well
as a social selfie campaign which achieved
an organic social reach of over 92k.

26. > Pop-ups
PR stunt-style installs: IKEA
To celebrate the opening of the new IKEA store in
Southampton, a giant Ikea LACK table was installed
on a nearby roundabout.
Heads turned and the table became the talk
of the town – with many residents becoming
excited about the new store opening.
Impact: A successful PR stunt, awareness of
the imminent store opening was boosted. A
simple but very effective idea that got people
talking!

27. > Pop-ups
PR stunt-style installs: Laing O’Rourke
Going on campus to promote Summer Placements
‘Make your perfect Summer come true’ based
on a core proposition – you can create your
perfect Summer by dictating the length of your
Placement
We took an ice cream taxi onto campuses at
the coldest time of year – it was snowing
in Manchester
Huge queues of people outside
Engineering faculties
Very different from the normal waffles
and coffee
Supported the proposition and made
people ask WHY ICE CREAM??

29. IDEAS

30. > The pod
>> Fun, portable meeting place
>> Meet with students
>> Interviews, feedback or just chat

31. > The video
interview box
>> Go into the box and have a video interview
>> Instant feedback
>> Connects with students straight away

32. > Donut Wall
>> Yes, we know students love food
>> Create something which creates a buzz
>> It’s food but visually it’s bold and
attention-grabbing

33. AMBASSADORS

34. Context
>> Remember, Generation Z are primarily influenced
by friends
>> Mobilising people, spreading the word,
organising events
>> Who’s got the energy to keep at it?
>> Ambassadors on campus and online
>> Number of ambassadors x size of their
network = reach
>> Easy to measure and reward participation
and engagement

35. > Ambassador programme
Nokia Lumia Lanes (2013 campaign)
The challenge: How do you introduce a new
ambassador programme? The challenge starts
with identifying and qualifying true ambassadors
(from mobile phone stores) across the UK, whilst
‘treating’ them to a fun-filled event.
What we did: Introducing Nokia Lumia Lanes. A
three-week, 55 location touring roadshow which
travelled target towns and cities across the UK,
visiting the bowling lanes for a night of bowling,
bowl food and booze. With the purpose to train
store staff on the Nokia phone range and to
importantly identify and encourage the right
people express their interest in the imminent launch
of the ‘Lumia Champions’ ambassador programme.
The impact: Engaged over 5,000 retail and call
centre colleagues, did something out of the norm
(compared to the likes of Samsung, Sony, HTC, and
other manufacturers). Shortlisted an initial intake
of over 250 ‘Champions’ to launch the ambassador
programme.
The following year, 100 ‘best of the best’
ambassadors from the initial intake were then
selected to form the ‘Lumia Elite’ a an aspirational
sub-group within the Ambassador Programme,
who received additional brand and product
training and were entered in to a series of incentive
programmes.

37. > GE Ambassador Program
Within the first month of the ambassador program,
the brand saw an 800% increase in applicants.
In Q1, 2017, social amplification from GE’s employee
ambassadors created engagement worth $3
Million for GE.

38. IDEAS

39. > Pack of goodies
>> A box of goodies for the ambassador
>> Stuff to give away and stuff just for them

40. > Who’d be an
Ambassador?
>> Take them away for some amazing events
>> Make people jealous of your ambassadors
>> It’s a role people want to do

41. > Best engagement
>> Using a social platform, incentivise social engagement
>> Ambassadors who reach the most people or produce
most engaging content, win prizes
>> Completely trackable from your dashboard

42. SOCIAL

43. Context
>> Facebook – still ‘used’ but more of a passive tool
>> Twitter – use more than Millennials and Gen X
>> Instagram – use more than Millennials
>> Snapchat – again more than Millennials
>> Mobiles, speed and images
– not about the attention span, it’s about
speed of processing
>> Video – as important as oxygen, water and
food! How do you make people feel part
of the action?
>> Friends are the big influencers – 62%
>> People influenced by LIKES
– otherwise ignore content

44. You have
an 8-second
window

45. > Case studies
Great content: Heineken
https://youtu.be/UtoyMEFKb6o
80,000+ views
Competition: Wilkerson,
Wendys and eighteen
million retweets!
Target of 18 million retweets!

46. IDEAS

47. > Instant competitions
via dedicated platform
>> Photo competitions
>> Quizzes
>> …and much more

48. > Learning and advice
(via YouTube)
>> Use a professional to create meaningful content

49. > Snapchat AR Filter
>> Uniquely yours

50. Thank you
Get in touch if you want any more info or costs
Rate your experience
Go, shake up your campus experience