SJI Associates for [adult swim] // College Rep // Athens, GA

Part of [adult swim]’s targeted marketing strategy was using guerrilla marketing techniques to promote the brand to college students.  A team of two and I were charged with marketing and executing three events at the University of Georgia campus. We marketed the events by posting “hidden” messages/advertisements on sidewalks, streets, etc, as well as more formal advertising through newspapers and magazines.

The first event was a limited-editon poster giveaway. We chose a spot on campus that we felt had the most traffic during the day. Indeed, the line of people waiting to grab rare march was wrapped around streets and buildings! Because of such a large turnout, we had to be careful with how long we spent talking to each customer – friendly and informative, but fast.

The second event was a CD release party for Danger Doom (collaboration between musicians Danger Mouse and MF Doom). The duo released an album composed of raps by MF Doom, performed over beats created by Danger Mouse’s samples of music from various [adult swim] programming. At the event, we tied in the music with the programming by intermixing the CD with screenings of select episodes, and hosted a rap-battle contest where the contestants had to use [adult swim] references in their performance. We encouraged the target demographic to relate further to the brand by having the university’s breakdance club to perform against remixes of the album’s songs.

Finally, our third event was a basic swag giveaway and screening in a resteraunt/pub where we could interact with our audience on a more personal level. I asked a late-twenties guy sitting at the bar if he wanted some swag, and he declined, seemingly uninterested in the brand. Later, I noticed him watching and enjoying our programming on the bar’s TV. I reapproached him and told him I caught him in the act, and was able to start a conversation about the brand/schedule and passed on some swag. Victory! Marketing isn’t just about preaching to the choir; it’s also about acquiring new consumers.

After each even, we sent a recap to SJI headquarters where they could use the information to assess brand saturation. During the program’s implementation, brand awareness rose 70-90%.


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