SITUATION

YMC, Google, and partner Grow Marketing embarked upon a nationwide college campus campaign and mobile tour to promote the Chromebook, an all-in-one, cost-effective, and user-friendly notebook. Google wanted to focus on top-tier colleges and universities on the east and west coasts where they could reach students, faculty, and administrators.

SOLUTION

In an effort to authenticate the Chromebook experience before its launch on participating campuses, and maximize the engagement and exposure for the Chromebook Lending Library mobile tour while on campus, YMC executed the following campaign:

  • Recruitment and training of hundreds of student influencers as Google crew members–social-savvy, student technology gurus who championed the Chromebook’s millennial facing-features including affordability and integrated efficiency associated with Chrome OS
  • Pre- and live-promotion by student crew members who encouraged other students, faculty, and administrators to visit the set through peer-to-peer promotional tactics and digital content generation
  • The creation of the Chromebook Lending Library, a modern interpretation for Google’s notebooks, which enabled students to experience the Chromebook first-hand
  • Four days of Lending Library activation per college campus in the most sought-after, high-traffic areas of campus like the campus quad or in front of the student union

RESULTS

  • 2.8 million organic user-generated social media impressions were around #ChromebookforCollege from participant digital content
  • An average of 1,500 students, faculty, and administrators visited the Lending Library set at each campus
  • Over 250 Chromebooks were checked out from the Lending Library at each campus
  • 2015 Event Marketer Ex Awards “Best Pop-Up” winner
  • Amazing national media coverage: