Seinfeld Goes Back to School
If I say “yada, yada, yada” what’s the first thing that comes to mind? If you were alive and even semi-conscious during the 1990s, those three words doubtlessly conjure up images of the sit-com that dominated popular culture for nine consecutive years beginning in 1989: Seinfeld.
For many members of today’s youth culture, however, connections to Seinfeld are tenuous at best. After all, the youngest Gen-Y-ers were all of four years old during Seinfeld’s last season. For them, Seinfeld has existed only in syndication–a quirky period piece where everyone wears funny jeans.
That is precisely why Sony has launched the “Seinfeld Campus Tour.” Over the next three months, a 60-foot bio-diesel-powered bus will travel thousands of miles to more than 26 cities–stopping at college campuses and sports venues along the way. The bus is one-part Seinfeld museum and one-part interactive playhouse. Equipped with Facebook-ready laptops, flatscreens and DVD-based trivia games, the bus tour is designed to introduce the youth culture to Seinfeld using media they understand.
This savvy campaign was designed by Yardstick Partners, and we’re lending a hand too. We’ve put our campus network to work, and have arranged for the bus to make stops at dozens of colleges and universities across the country.
Based on the media coverage thus far, it looks like we’re making quite a splash. Check out some coverage here, here, and here — or if you’re really ambitious, you can read all 207 unique blog posts about the bus tour that Google found here. For a video-based virtual tour of this very astute piece of youth culture marketing head here.
And keep your eyes pealed — if the big red-and-yellow bus rolls to a campus near you, leave us a comment and let us know what you think!
Keep trucking,
YM
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