December 16th, 2011
McDonald's Digital Promos Geotarget College Kids
By by Karlene Lukovitz
Sure, many college students more or less subsist on fast food…but given the marketing barrages from a plethora of QSRs, even McDonald’s has to work at getting their attention and dollars in cost-effective ways.
Recently, McDonald’s has been employing CampusLIVE’s Surge Marketing, a college-audience-specific platform that engages students with games, challenges and content tied to chances to win prizes from brands.
CampusLIVE, founded in 2008 by then-University of Massachusetts-Amherst student CEO Boris Revsin and fellow students, has more than 100,000 registered college students who regularly engage with the activities on its destination site through school-specific sites that enable geographic targeting. (Hundreds of these have been built, and the company aims eventually to build sites for nearly all of the approximately 4,300 colleges/universities in the U.S.)