December 16th, 2011

McDonald's Digital Promos Geotarget College Kids

By by Karlene Lukovitz
MediaPost News

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.)

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