RCN Fall Rush
The Challenge
RCN set out to expand their student customer base in major markets including Boston, Chicago, and Washington, DC.
Our Strategy
Expand RCN’s student customer base in major markets with back-to-school social events, VIP parties, charitable programs, and text message campaigns on key campuses—all revolving around one of the hottest shows on cable: HBO’s True Blood. Promoted through our Student Promoter Network, RCN’s events included beverage tastings of the highly-anticipated “Tru Blood” beverage at retail locations adjacent to each campus, as well as non-profit blood drives, and VIP Fangtasia Parties featuring cast members Rutina Wesley and Nelsan Ellis.
Our Results
Students had to RSVP for each VIP Fangtasia Party in advance, creating a huge buzz. Boston and Chicago markets sold out within the second week of the promotion, and the promotion generated over 1.3 million impressions on 6 college campuses, with increased positive brand awareness through secured local media interviews and partnerships.
