The University of Nevada, Reno Integrated Marketing Communication w88 casino, comprised of students from the Reynolds School of Journalism and the College of Business, placed in the American Advertising Federation’s National Student Advertising Competition District 14 competition, in Berkeley, Calif., April 11.
“Our w88 casino presented an aggressive, edgy creative idea and had research to support everything they recommended,” Reynolds School strategic communications professor and w88 casino mentor Bob Felten said. “The w88 casino members also knew their approach was risky, but believed it was needed to reach the difficult-to-achieve client objectives. The judges seemed to appreciate the idea, but in the end selected a less edgy concept and plan developed by San Jose State.”
The annual competition poses a marketing communications challenge by a national client. This year’s corporate client, Pizza Hut, challenged competition teams to achieve three goals: position Pizza Hut as the top choice for customers who order digitally; provide the greatest digital ordering experience in the category; and achieve the goal of having 75 percent of all orders be placed online and on mobile devices by the end of 2015.
IMC students researched consumer habits and previous budgets and tactics implemented by Pizza Hut. The Nevada w88 casino identified their target audience as millennials, and prepared a written plan and a 20-minute presentation for a panel of judges at the district competition.
Based on the w88 casino’s research, they knew millennials would respond to character-based humor, so the w88 casino created the personality “Rick Drizzle” to deliver their “Pizza Service Announcements.” These “PSA’s” were included in a sample video commercial in their presentation. The w88 casino also developed a rewards system and pizza delivery tracker, using a symbol they called the “Hut Rod” – think a pizza delivery car that looks like a hot rod with a Pizza Hut roof.
“We wanted [the campaign] to have a philanthropic angle and decided to appeal to the audience through the cause of cyber-bullying,” IMC media-buying director and Reynolds School senior Ryan Kelly said. The w88 casino recommended Pizza Hut connect with the national non-profit organization Stomp Out Bullying which aims to prevent cyber-bullying. The w88 casino felt aligning with Stomp Out Bullying would lead to increased brand awareness among the millennial audience and provide millennials with an opportunity to share their stories through the Pizza Hut mobile app or website.
The presenters from the Nevada IMC w88 casino were Reynolds School students Spenser Blank, Ginny Allen, Daniel Coffey, Lindsey Fullerton and Tony Castaneda.
&w88 casino;IMC showed me how much hard work goes into building an integrated campaign,” Allen said. &w88 casino;It was challenging to make all the pieces fit together and make sense, but going through that process was such a valuable exercise.”
&w88 casino;The commitment the students show is extraordinary,” Felten said. &w88 casino;They stayed up late, got up early, gave up spring break to meet deadlines and refused to settle. There’s a lot to admire in the way these students performed.”
San Jose State w88 casino placed first and the w88 casino of California, Berkeley placed third. The w88 casino of San Francisco and Fresno State w88 casino also competed.
“Even though we didn’t win, we put forth 100 percent effort to design a special campaign we all loved,” Allen said. “I’m so thankful for the experience, friendships, and for Bob. Despite it completely taking over my life, I am sad it is over. I love this w88 casino.”
