Ebay is targeting college students by promoting a campaign that will help them pay for college tuition. The name of the campaign is called “Gear Up For College and Show off Your Pad”. They are basically encouraging college students to decorate their rooms and take a picture of them. People then will be allowed to vote by Facebook or Twitter. There will be 6 people selected as finalists and a design expert will pick the winner who will be awarded one free year of tuition up to $50,000.
This marketing campaign is pure genius. According to the Real Time Report, 83% of the Milennial generation (including college students), is actively using social media sites like Facebook and Twitter. This campaign is utilizing social media as a tool of gaining popularity and collaborating with the contest. This is the media that college students are currently using.
The incentive to participate in the contest is also great. According to American Student Assistance, around 20 million Americans attend college each year. Of those, 60% borrow money to help cover the costs. College students do not have enough money to pay for college. The incentive of giving away free tuition money to the winner is an excellent incentive for Millennials to participate in this contest and decorate their room with stuff that Ebay sells.
In his book The New Rules of Marketing and PR, David Scott talks about the importance of social media and how these tools allow companies to directly communicate with their buyers in the places they are congregating (Scott, 2011). I think this campaign is very effective in using social media and creating incentives for college students who want to pay for college in an easier way.
Steiner, Ina. (2011). eBay Runs Social Marketing Campaign to Attract College Students. Ecommerce Bytes. Retrieved from: http://www.ecommercebytes.com/cab/abn/y11/m08/i30/s04
McNaughton, Marissa. (2011). 83%of Millennials Onlin Use Social Networking Sites. The Real Time Report. Retrieved from: http://therealtimereport.com/2011/01/03/83-of-millennials-online-use-social-networking-sites/
Students Loan Debt Statistics. (2013). American Student Assitance. Retrieved from: http://www.asa.org/policy/resources/stats/