Here on the blog, I often spend a lot of time discussing YMC’s use of digital tools for marketing brands to a Gen-Y crowd. Because I’m fascinated by emerging trends in interactive marketing, I’m always chiming in with my opinion about the success (and failure) of recent digital campaigns. Gen-Y lives and breathes digital, so I make it a point to be right there with them — even if that means tweeting like there’s no tomorrow. (As I’ve said a few thousand times now, if you’re one of the Tweeting Millions, you can connect with me there; I’m @paul_himmelfarb.)
But YMC’s first love is experiential marketing — physical, on-the-ground events that get students engaged with brands in an authentic way. We’ve just wrapped up the Spring Break season, and we’ve compiled a video that documents the work we’ve done with ROCKSTAR Energy Drink on the beaches and nightclubs of the world’s best spring break spots. This is our second year working with ROCKSTAR, and we saw some really great numbers this season: per-destination impressions increased by a pretty dramatic 312%. In total, ROCKSTAR generated an estimated 1.3 million impressions, and got about 60,000 cans-in-hands from the Spring Break portion of the annual program. This all was designed to run in tandem with the on-campus campaign that I mentioned in the post last week.
But the numbers alone don’t do justice to the campaign — this campaign was all about creating the ROCKSTAR atmosphere, about bringing the brand to life. And whether it was at the beach, a night club, a pool-side bar or a concert, we did just that. Check out the video below and see the campaign in all its energy-drink-fueled glory.
Those of you that don’t already subscribe are going to want to sprint to your nearest retailer of fine periodicals and purchase the latest copy of Event Marketer Magazine. In addition to its regular mix of cogent analysis, industry news and silky-smooth photography, there’s an outstanding profile of three of our Spring Break campaigns (which are rolling out as we speak).
That’s right, we’re kind of a big deal. The press can’t get enough of us.
The article, entitled “Playing It Safe,” highlights three of our largest Spring Break brands — MTV, Rockstar and Fuze — and notes that those brands see experiential marketing in tried-and-true Spring Break hotspots as the surest way to connect with Gen-Y. Especially when marketing budgets are lean. The moral of the story is simple: for youth-targeted brands, Spring Break is a nearly unmatched opportunity. Not only does it provide a chance to market to millions — literally millions — of college students, but those that travel to Spring Break destinations tend to be influencers on campus. You’re not just reaching college students — you’re reaching the college students that set the tone for youth culture in general.
To read the article in it’s entirety, either swing by your local newsstand, or go to Event Marketer Magazine online to get the details on our campaigns for Rockstar and Fuze. To whet your appetite, here’s an excerpt:
Branching out from its niche on the West Coast, ROCKSTAR now has college brand ambassadors in 75 schools nationwide. The ambassadors are actual students (keeping the peer-to-peer buzz authentic) that ROCKSTAR, via Youth Marketing Connection’s brand ambassador program, selects to spread the word about the brand on campus. ROCKSTAR brand ambassadors in key colleges and universities receive 20 cases of the product each month as well as premiums to distribute to fellow students at parties, study breaks and other campus activities.
Brand ambassadors post ROCKSTAR content and photos on a Facebook page to get the word out virally. When spring break comes around, ROCKSTAR makes sure its top performing brand ambassadors get the rock star treatment in time-tested locales like Cancun and Acapulco.
“You have to look at spring break as one aspect for a brand in terms of collegiate marketing,” says Frank Guernesey, vp-marketing at ROCKSTAR. “It’s generally a highlight for most students in the course of their year, and it seems to me that the numbers really aren’t that far off than they have been in the past, making Cancun and Acapulco still relevant.”
Part of the rock star experience includes express check-in at the hotel and VIP express entrance to the best bars and clubs for the brand ambassador plus one guest. (At spring break, where lines are long to get into coveted clubs, this perk is priceless.) The brand ambassador and their guests are directed to a ROCKSTAR VIP area with private waiter service. They also have special access to A-list performers. ROCKSTAR culminates its VIP treatment with an exclusive dinner.
During the day, ROCKSTAR hangs out at the pool and beach with the crowds. It has a branded stage on which it runs contests daily and sends out waiters to give out the product chilled in branded mini coolers. The goal is to have its brand ambassadors and their guests get back to campus and tell their network of friends all about ROCKSTAR. Last year, the brand distributed 250,000 cans of product on campuses and at Spring Break, and gained 40,000 Facebook friends.
O sunshine, sunshine! Wherefore art thou sunshine?
As you’ve likely noticed if you live anywhere near the East Coast of these fine United States, winter is in full swing. Matter of fact, Boston — YMC’s home base — has already endured 45 inches of snow. And it’s still getting dark before five o’clock. And, oh yeah, it’s cold. So to say that Spring Break can’t get here any faster would be a colossal understatement.
And now that the countdown is officially on, what do we have to look forward this Spring Break as the realities of our ‘new economy’ set in? It may sound surprising, but it’s not all that different than it was in year’s past. In fact, as the exclusive marketing partner of leading Spring Break tour provider StudentCity.com, we have the inside scoop on how Spring Break 2009 is shaping up. So we’re sharing it with you.
First of all, Spring Break is still on. Students are still packing their bags and heading south for sunny escapes. And as of this posting, the top five travel destinations include three international and two domestic hotspots. According to StudentCity, the most popular destinations for American college students in 2009 are:
(1) Panama City Beach, FL (2) Cancun, MX (3) Acapulco, MX (4) South Padre Island, TX (5) Freeport Bahamas Cruise
Overall, you can see the top five destinations for all American college students in 2009 has remained largely unchanged. By region, though, some interesting trends have emerged over the years. Specifically we’ve noticed that the Mississippi River has become something of a Spring Break territory marker, with schools in the East skewing one way, and those in the West skewing another. Here’s how it tends to break down:
Most popular international destination for students in the North and East: Cancun, MX
Most popular domestic destination for students in the North and East: Panama City Beach, FL
Most popular international destination for students in the South and West: Acapulco, MX for students traveling by air and Mazatlan for students traveling via land
Most popular domestic destination for students in the South and West:: South Padre Island, TX
Another trend we’ve noticed over the years is a peculiar one: our northernmost neighbors in Alaska tend to stay within U.S. borders and head to Big Texas for Spring Break. While another trend is not surprising at all: our island neighbors in Hawaii tend to stay put altogether. Must be that paradise thing or something…
What’s clear is that wallet woes haven’t put the kibosh on students’ dreams of sun, fun and co-eds. In fact, what we’re seeing instead is a smarter Spring Breaker this year. Students have taken advantage of early booking discounts, trying to save where it’s easier to do so. Plans are being altered, with domestic travel on the rise. The throwback roadtrip is back in vogue – even more so now that the price of gas has leveled off. And students are planning to ‘piggy back’ in hotel rooms, as they try to save their money for what they perceive as much more important – nightlife, food and fun. And sunscreen. Lots and lots of sunscreen.
First off, I would like to report on the very surreal nature of our work right now. Despite the thin (and supremely hazardous) layer of ice that has covered much of the East Coast this week, there’s only one thought on everyone’s mind: Spring Break. Each and every day, for the past month, we’ve been taking calls, scouting venues and inventing campaigns for this year’s Spring Break. Our collective heads are awash in sun, sand, and engaging brand experiences. We’re spending so much time talking about Spring Break in YMC’s offices, you practically need sunscreen. And then you walk outside for lunch and it’s 18 degrees…
In all seriousness, though, I think this is going to be an exceptional Spring Break season. We’re in midst of planning some genuinely innovative campaigns, and I can’t wait to see those visions realized. (With that said, there’s still plenty of time to roll out a top-flight campaign for Spring Break, so don’t hesitate to give us a call if you’re a brand in need.)
In non-spring break news, I was just this morning reminded of the importance of using a peer-driven approach when marketing to this generation of students. A recent student survey conducted by eROI, contains a few insights worth sharing. First, as we’ve all heard many times over, the majority of students list “text messaging” as their preferred means of contact. Second, a whopping 83 percent of college students use Facebook habitually, with MySpace capturing 65 percent of the same pool of students. A majority of students also reported “rarely to never” reading marketing emails. At the same time, the report finds that a significant 60 percent of students “take action” on a marketing email when it pertains to an issue they’re genuinely interested in.
What do these seemingly contradictory findings tell us? To begin, digital campaigns that employ social networking systems have the potential to reach the vast majority of students. Second, email marketing remains a viable tool — but it requires a peer-driven approach to be most effective. When students receive emails from their peers — other students — the likelihood of conversion is increased exponentially. As we all have seen, time and time again, this generation responds to authentic interactions from their peers.
In my eyes, the data above underlines the importance of taking a holistic approach to youth marketing. Email pushes alone are not enough — all of the tools of youth marketing need to be employed in concert to really make an impact. Our campaigns include hands-on, real-world experiential marketing paired with email pushes and custom-built social networking applications, thereby ensuring that we’re reaching our target across multiple platforms. But no matter the number of “touches,” there’s one crucial ingredient that is an absolute must when marketing to today’s youth: peers. All of our marketing — whether its an on-campus experiential marketing campaign or an email push — centers on students talking to other students. This peer-to-peer marketing is the engine that drives our company. Because when you allow students an opportunity to talk to one another about a product or brand they believe in, it’s not marketing or sales, it’s an authentic brand connection with lasting impact.
While it can be hard to conjure up images of sun-baked beaches and sky-blue waters when it’s a balmy 20 degrees in Boston, December is when the planning for Spring Break marketing campaigns really kicks into high gear. All this month, as we’ve been putting together campaigns and plotting this year’s Spring Break brand experiences, we’ve been getting a lot of questions about just what the average spring breaker looks like. Everyone seems to have a general picture of the prototypical Spring Break reveler — college-aged, sun-tanned, beach-bound — but through the years, we’ve collected a wealth of data that speaks to the real, live youth behind these generalities. Because we’re always interested in sharing, here’s a quick-and-dirty data-driven look at the youth that clog our nation’s beaches each year.
The first thing to remember is that there are a lot of them: approximately 40 percent of college students report traveling to a destination for spring break. In 2004, that meant that roughly 2.14 million students ventured out in search of fun and sun, according to Student Monitor, LLC. They’re also spending a lot of money while they’re there: the last survey conducted by MCC&TSI found that more than $1 billion was spent between Texas and Florida by Spring Break partyers during the celebration season.
While a growing percentage of spring breakers are heading to Mexico (approximately 17 percent), the majority are getting sun-burned in the good ol’ US of A. The top four destinations are all in-country hot-spots, and you’re like familiar with all of them: (1) Panama City Beach, Florida; (2) Daytona Beach, Florida; (3) South Padre Island, Texas (4) Lake Havasu, Arizona. While most may be partying in the States, it’s important to remember that this generation of spring breakers are a more world-wise, international group. Almost 50 percent report holding a passport, and nearly 30 percent have traveled outside the country in the last year. What is true of Generation Y in general is true of spring breakers: thanks to constant websurfing and early exposure to the wider world, today’s spring breakers are a sophisticated group that seeks equally sophisticated brand experiences. (Which is why Youth Marketing will be doing so much work in Cancun and Acapulco this season!)
Of course, the most important part of marketing to this generation — whether during Spring Break or otherwise — is authenticity and relevance. In a world inundated with marketing of all stripes, the messages that get through are those that allow students to connect with brands through genuine experiences. Campaigns that succeed are those that allow students to experience a brand, not those that shout selling points at them. It’s all of our good fortune that Spring Break happens to be one of the single best venues to create those very tangible, lasting experiences.
