Client: Xfinity (Comcast)
Xfinity On Campus, a service by Comcast, is dedicated to providing seamless streaming and TV services to college students. In the heart of technological innovation, Xfinity On Campus aims to become the preferred choice for on-campus entertainment and connectivity among the student community.
THE PROJECT GOAL
Raise brand awareness, provide education, and increase quality leads for new services through Guerilla Marketing
THE CHALLENGE
Our challenge was to make a splash in the crowded and diverse Boston college scene, promoting Xfinity On Campus as the must-have service for students. Our strategy was to create memorable, unconventional marketing campaigns that resonated with the college demographic, driving both awareness and subscriptions.
Acting as an extension of Xfinity’s in-house marketing team, I served as Manager, Brand Ambassadors adept in guerilla marketing tactics and experienced in engaging younger audiences.
THE PROCESS
We launched a series of creative, high-impact campaigns:
Spearheaded surprise pop-up brand presence in high-traffic areas on campuses, showcasing Xfinity’s streaming capabilities and giving away branded items
Created engaging social media challenges and competitions relevant to college life, encouraging students to participate and spread the word.
Partnered with student organizations for presence at campus events, ensuring more credibility among the student community.
Engaging Directly with Students
Direct engagement was key, so we:
Collaborated with local brand ambassadors to promote peer-to-peer interactions.
Set up tents with dedicated Xfinity sales teams where students could ask questions and schedule service with technicians for Xfinity On Campus.
Conducted impromptu surveys and feedback sessions to gauge student interests and tailor our approach.
Creating a Buzz with Innovative Tactics
We believed in the power of surprise:
I managed a team of brand ambassadors who walked around Boston college campuses and campus housing areas, wearing walking billboards, providing education on the new service offerings with new and existing students
THE RESULTS
Over the span of four academic years, we achieved remarkable results:
📶 Significantly raised awareness of Xfinity On Campus, with an average 40% increase in brand recognition among the student population year after year
📶 Gained an average of 35% increase in subscriptions from the targeted Boston college campuses
📶 Created a vibrant community of Xfinity advocates within the campuses, leading to ongoing word-of-mouth promotion
📶 Developed a replicable model for Xfinity guerilla marketing in other college towns and campuses
Our innovative approach for Xfinity On Campus exceeded the immediate marketing objectives and also established a solid foundation for future campaigns in similar environments. The blend of guerilla tactics, student engagement, and creative marketing set a new benchmark in campus marketing strategies.