Recruitment

Texas Christian U Touts Admissions with Mobile Campaign

• By Joshua Bolkan
• 02/01/16

Texas Christian University (TCU) has teamed with a private partner to launch a social media-based admissions campaign.

For the campaign, TCU is asking newly accepted high school seniors to use the Vivoom mobile app to shoot and share videos featuring their acceptance letters and using the hashtag #TCU20. The campaingn marks the third initiative the university has partnered with Vivoom on.

"For the campaign, TCU sent custom purple pennants to each newly minted TCU student, who was then invited to shoot and share a video with the exciting news," according to a news release. "Vivoom's branded user content platform is used to enhance the videos in real-time with TCU media assets and branding. The newly admitted TCU students can then tap to share the finished videos via social channels, including Facebook and Twitter, to help spread the good news of their acceptance. Vivoom enables TCU to tap into the power of user content in an easy and brand-safe way. The platform also provides a private feed of all videos so that any inappropriate user content can be flagged and removed immediately — even after it has been shared."

"TCU is always looking for ways to engage authentically with current and new TCU students about their school pride," said Elizabeth Rainwater, director of admission marketing and communication at TCU, in a prepared statement. "Leveraging social video, an increasingly popular medium, makes it fun and easy to spark school pride in the newest members of our TCU community." Rainwater added, "Universities need to be at the absolute vanguard of millennial marketing. This enables our newest students to share celebratory messages with friends and family in a fully branded and brand-safe manner."