Cameron university students taking a class in advertising this semester are participating in a unique learning experience that allows them to create an advertising campaign that includes a $500 giveaway. The class is one of the university classes in Oklahoma and Texas that was asked by the Red River Chevy Dealers Association to create an advertising plan for the new Chevrolet Cruze. As part of the Cameron project, the class will sponsor a half-time shoot-out during the Aggie men’s basketball game on Saturday, Nov. 13, with a $500 prize to the winner. Game time is 6 p.m. The Chevy Cruze will be parked outside the Aggie Gym during the women’s basketball game at 4 p.m., giving Cameron students and basketball fans from the community a first-hand look at the new model. Free t-shirts and promotional items will be given to audience members during the event.
The Red River Chevy Dealers Association issued the challenge for an advertising campaign as a way to reach a younger demographic, including college students and young singles, for the Cruze. The challenge included a fictitious $100,000 budget awarded to each participating school to advertise the Cruze as well as a real $2,500 budget to activate part of their plan on a local level. Chevy dealers nationwide were encouraged by the manufacturer to seek input from other outlets to market the Cruze, which is being targeted for the 30-and-under age group.
“It is a win-win situation for all involved,” says Dr. Derik Steyn, Associate Professor of Marketing. “Chevy wants to learn how to communicate with this younger demographic because traditional ways of communication do not work with them, and our students gain valuable experience creating a feasible advertising campaign.”
November 9, 2010