Mix Music and Business to Attract New Entrepreneurs

Mid April (April 5 through April 18) Southwest Airlines reached out to 18 universities and colleges to find current student entrepreneurs. Southwest Airlines gave the students the opportunity to meet with the biggest investors and venture capitalists in the country to pitch their startup ideas. These entrepreneurs were then entered into a bracket style competition to compete for a cash prize of $250,000.

After each stop on the tour, the students were invited to an after party concert which featured artists such as Tory Lanez, GoldLink, and Lil Dicky. The concerts and party atmosphere of the competition's after party attracted students to consider the message that Southwest Airlines had to offer: “Your ideas are important and we want to know what you think is important to your generation.”

A Win-Win Situation for All Involved

In Southwest Airlines' Recess 2016 Spring Tour, everyone who participated was a winner. It encouraged Millennials who are naturally more attracted to innovation to team up with investors and venture capitalists, thus networking the two groups. It helped Southwest Airlines develop loyalty among the Millennials that are the most brand loyal generation to come along. Southwest Airlines fostered further loyalty with offering round-trip airline tickets as giveaways.

By introducing new companies and new brands to college students, it is likely to foster brand loyalty in those students throughout their lives. This is vitally important when considering that college students are often the business leaders of tomorrow. By introducing the college students to investors and venture capitalists, it gives the students a deeper understanding how business works and what's required to take their brilliant idea all the way to a product or service. At the very least, it gives the college students inroads into investors and venture capitalists.

Creating Loyalty through Innovation

Because the Millennials embrace technology and innovation more than previous generations, it's important for companies to position themselves as innovators. Millennials look for new technology when considering their brand loyalty. Consumers often form their brand preferences while they are young, which is why it is imperative to reach the Millennials now. Through Recess 2016 Spring Tour, Southwest Airlines has created an appealing way to reach Millennials in an unique venue.

Nestlé is well-known for its plethora of resources, branching from its high-ambassador count and extending to its brand enthusiasts around the world. Now, it’s Coffee-mate brand is getting the Nestlé treatment, and it’s acquiring mass visibility during a survival resource week on college campuses.

The Ultimate Finals Week

Nestlé’s approach to Coffee-mate’s promotion is unique. It’s also highly geared towards college students. The Nestlé survival resource marketing event, taking place at Ohio State University, promotes the brand via a 20-foot-high Coffee-mate installation. Shaped as a cup, Nestlé’s powerhouse display recharges students.

It was set up in Ohio State University’s South Oval, and its runtime featured games, massages, charging stations and music. Of course, free Nestlé coffee was included. Each Nestlé ambassador rode around on bright red scooters, charging the brand’s display with intricate detail and instantly distinguishable brand pictures.

The Long Day Haul

Nestlé’s experiential event took activities to the street for 12 hours each day. The energy-spiked event was much more than a coffee cup installation. It was an activation beacon, powering Nestlé sampling tents fully equipped with 18 Coffee-mate flavors served up by the brand’s pro baristas.

Each sample was handpicked by OSU food service professionals, creating a hybrid event capable of harnessing the university’s love of coffee, the average student’s love of coffee and, naturally, Nestlé’s love of coffee, too. Coffee-mate’s newest seasonal offerings were put on the front line, ensuring top visibility by students enticed to create their own flavors. Each was shareable, and each was derived from pre-crafted “flavor profiles” before hitting the main stage.

Social Media Outreach

Nestlé’s big Coffee-mate display didn’t end at OSU. Rather, it branched out on Twitter under the #coffeelife banner. The #coffeemateatosu, too, made an appearance, offering brand-specific premiums to those posting pictures to further increase visibility. Sunglasses, coffee mugs and even Nestlé products were in the bag for many Twitter users.

Not all students can attend events, and Nestlé was sure to respect OSU’s dedication to education by offering text-for-delivery options. Offering a tweet alternative, the delivery system answered requests via scooter and tow-behind Nestlé stations. Upon meeting students, sampling stations would capture interactions on GoPro videos, creating a big database of event-promotional selfies.

Nestlé’s dedication to content is highly notable. It’s also well-planned. While many brands have targeted universities in the past, few have had the foresight to deliver products to students. The program was managed by 10 OSU ambassadors, as Coffee-mate upholds a formal partnership with OSU. The team similarly utilized 12 student representatives and a core group of brand ambassadors to accommodate for schedule flops and gaps.

Eight Days, 1,595 Gallons of Coffee

That’s right, Nestlé wasn’t playing around. In eight days, the brand succeeded in passing off its newest brand-babies, building awareness for the Coffee-mate throughout. Nestlé is always relevant, and its recognition of college tradition definitely spiked its success.

Enforcing its “surprise and delight” methodologies, Nestlé’s built-up social media campaign granted the brand considerable wiggle room within their outreach. Nestlé took to the sidewalks, took to the customers and took to great strategies—achieving fantastic results.