True 360° campaigns are the future: combining experiential marketing, in-store, and social media to reach the target group at as many touchpoints as possible. To increase the Case Logic brand awareness, Automotive PR Netherlands created the 360° campaign ‘College Colors’ for the US backpack brand. To introduce the new college-ready collection and the rejuvenated brand to first year students, the Case Logic promotion team hit 9 university campuses and Media Markt retail outlets (which is the biggest consumer electronic store in the Netherlands), during the universities’ introduction weeks.
The focal point of attention was a promotional van wrapped in a one-of-a-kind ‘Paint-by-numbers’ design. Participants colored in their piece of the design on the van, took a selfie and shared it on Instagram with the hashtag #caselogiccollegecolors. Participants could win a Case Logic Berkeley backpack as well as a tablet. The promotional team also spread flyers promoting a 20% discount on a Case Logic bag at MediaMarkt.
Automotive PR Netherlands not only developed the concept, we took care of the project management, which consisted of arranging the van and the one-of-a-kind design as well as the the entire set-up with two pull-up banners, all in the Case Logic colors. We took care of social media management, communicating with participants and promoting the events on Instagram. We actively reached out to visitors to participate through universities’ social media channels.
All this resulted online in over 100 online participants (non-paid) and 8 winners. The autonomous reach through Instagram was around 25,000. In total some 5,500 likes were generated from the posts. And of course there was also plenty of offline visibility, with the city visits attracting around 4,000 visitors each.