Princeton U Adopts Mobile Marketing Campaign Tool
Princeton University has partnered with a mobile media company to launch a series of
user-generated marketing campaigns intended to reach current and
prospective students as well as alumni.
The university will use Vivoom to encourage Princeton constituents to create and distribute videos on
social media and other digital channels. Vivoom will automatically
include Princeton-branded filters and custom calls to action in each
video shared, in an effort to increase engagement.
Princeton will
launch its first Vivoom marketing campaign at its upcoming reunions
weekend, which will be held May 26-29. Nearly 25,000 alumni,
family and friends will attend the event "for community service
projects, alumni-faculty forums, dinners and more," according to a news
release from the university. Princeton's Office of Communications also
plans to use the platform for other campaigns throughout the year, such
as sporting events, alumni engagement campaigns and other university
events.
"Our prospective applicants, current students and alumni
already engage with each other across a range of different social media
platforms," said Daniel Day, assistant vice president for
communications at Princeton, in a prepared statement. "With Vivoom, we
can reach our community members via email, Facebook and Twitter. Video
creators are then free to share their videos however they like, again
via Facebook, Twitter and SMS. We're confident this flexibility will
maximize both participation in content creation and viewership."
Princeton
will retain the rights to videos created with Vivoom and will have the
right to republish them on its website, social media channels or at
events. Vivoom will also allow the university to flag and remove any
videos it deems to be inappropriate or off-brand, regardless of where
they are shared.
About the Author
Leila Meyer is a technology writer based in British Columbia. She can be reached at [email protected].