The Ecko Unltd. 72 Campus Tour Targeted College-Age Men
Katherine Pendrill — August 4, 2016 — Marketing
References: news.ecko & prnewswire
The marketing agency Campus Solutions recently teamed up with Parlux Ltd. to promote the release of a new fragrance called 'Ecko Unltd. 72.' In order to capture the brand's target audience, the marketing team set up a series of interactive events at college campuses across the country.
The Ecko Unltd. 72 campaign involved visits to 11 college campuses during each school's Homecoming event. The brand then set up a series of interactive activities that were integrated into football-tailgating events. In addition to on-campus events and giveaways, the brand also initiated a corresponding social media campaign. As Bryan Carbone of Campus Solutions explains, the event was designed to help the brand reach its target demographic and build "awareness with a college audience that has yet to develop brand loyalty."
By integrating its marketing efforts into existing campus activities, Ecko Unltd. 72 successfully connected with young, college-age men.
The Ecko Unltd. 72 campaign involved visits to 11 college campuses during each school's Homecoming event. The brand then set up a series of interactive activities that were integrated into football-tailgating events. In addition to on-campus events and giveaways, the brand also initiated a corresponding social media campaign. As Bryan Carbone of Campus Solutions explains, the event was designed to help the brand reach its target demographic and build "awareness with a college audience that has yet to develop brand loyalty."
By integrating its marketing efforts into existing campus activities, Ecko Unltd. 72 successfully connected with young, college-age men.
Trend Themes
1. Interactive Campus Marketing - Marketing campaigns that engage with college students on-campus through interactive events and social media platforms.
2. Branded Fragrance Campaigns - Targeting young adults with fragrance products that establish brand identity and appeal to their lifestyle.
3. Influencer Marketing in Fragrance Campaigns - Collaborating with social media influencers to promote and generate awareness for branded fragrance products among young adults.
Industry Implications
1. Fragrance Industry - Opportunity to shift marketing strategies towards targeted campaigns and collaborations with social media influencers to appeal to younger audiences.
2. Higher Education Industry - Opportunity to attract sponsorships and partnerships with companies aiming to market to college students through on-campus events and engagement.
3. Marketing Industry - Opportunity to experiment with immersive and interactive marketing techniques that appeal to young consumers through the use of branded lifestyle products and social media influencers.
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