Case Study: Amethyst Jeans 2011 College Campus Tour

This Fall during back-to-school we coordinated an 11 campus tour for Amethyst Jeans. Here are the facts and what we learned.

Goal: Get 11,000 college girls to “Like” the Amethyst Facebook page and give away 600 pairs of jeans at each campus.

Notable Successes:

  • The Amethyst brand had potential reach of 298,000 students at 11 campuses.
  • Amethyst averaged 1,084 Facebook “Likes” from new female college fans.
  • More than 6,000 pairs of jeans were given away free to students who may not have ever considered this denim brand.
  • Countless other giveaways were given to students who met Amethyst along the tour.
  • The brand garnered media buzz during the tour from college and mainstream media.
  • Amethyst benefited from increased brand image by giving away stylish clothing to cash-strapped students who need it!

Learnings:

  • Students were given a scratch card after they “Liked” the FB page. That card indicated if they won jeans or a secondary prize like a tote bag or a t-shirt. Make sure your secondary prizes are quality and worth the long wait in line.
  • Be prepared to address angry students on social media who didn’t win the main prize at your event. Amethyst did a great job of responding to the few students who didn’t win jeans and complained about it on Facebook.
  • Pick schools that have a good location near the main traffic areas of campus (i.e. dorms, Student Union, major lecture halls, etc.). If you have a vehicle, note that not all schools have a good place for you.
  • Have something to entertain the students waiting in line. We didn’t expect the crowds to be at the levels we saw. Some students waited for more than 1 hour to get to the Jean Machine. Having a street team interact with them can help make the time go by faster.
  • The largest state schools were the hardest to book for this tour. The bigger the school, the more red tape and hoops you have to jump through. Consider smaller colleges. They get less attention from brands and are much more welcoming when hosting an event on campus for you.
  • Have a back-up list of places you can stop along the tour. You never know when a school may pull the plug on your event at the last-minute.
  • A small % of people are going to unlike your Facebook page after getting the deal. Sometimes this happens right away, but it could also happen over time. Be sure to keep them engaged after the event to reduce attrition.
  • Schools not part of the tour took noticed and the students were jealous. Have an extension of your event happening online so those not part of the physical event can still participate online and win!

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About Jason Bakker

Jason Bakker is a native Minnesotan and has been working in the area of youth marketing for nearly a decade. He currently works with Minneapolis based Campus Media Group as the Director of Marketing and is responsible for following trends in the ever-changing landscape of youth culture and media usage, and for consulting advertising agency and national brand professionals on how to develop integrated marketing programs that reach college youth.