Connecting with Gen Z on campus

David Ward

Explores the impact that experiential marketing can have and explains how both brands and agencies need to adapt and come up with new ways to engage today's college students.

Investing in on-campus experiences can create life-long advocates for brands.

For its "U of Blue" Tour, Costa Del Mar helped fraternities throw parties featuring live bands while educating attendees on the brand's support of conservation issues. Courtesy of Costa Del Mar.

For some consumer brands with deep pockets, experiential marketing on or near college campuses has always been a bit of a no-brainer, despite some known challenges. Executing these events can be costly, especially if it involves a tour of campuses spread across multiple states, and obtaining rock-solid metrics that gauge the true impact of these high-touch engagements is always...

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