Whether it’s wearing a logo, listening to an iPod or simply recommending a new restaurant, people advertise their favorite brands every day. But some students have found a way to get paid for it.
While not new, it’s gaining popularity in today’s economy and fragmented media than ever before.
As a University of Minnesota undergraduate, Thuy-Vy Bui spent three semesters as a Windows 7 and then Verizon Wireless brand ambassador. As a campus rep, she was required to go to events, do conference calls or contribute to viral marketing campaigns, all on her own schedule and between classes.
“It’s a unique experience and a good way to showcase your skills on your resume,” she said.
At the end of her employment, Bui got to keep the Droid phone and Lenovo laptops she used.
Windows 7, Verizon Wireless, Coke Zero and Sony have all used University students to campaign for their products on campus.
But some people have criticized the marketing practice for polluting a learning institution and paying students to voice an opinion that may not originally be their own.
“It does raise an ethical flag, but there are many things marketers do that raise flags,” University marketing instructor Kristina Durante said. “Peer influence exists whether marketers are capitalizing on it or not.”
Durante said her research has shown that peer influence can be one of the most effective marketing tactics, especially for young adults 18 to 27 years old.
“This is the time when your brain is unconsciously looking to your peers to make sure that you have a certain level of esteem,” Durante said. “It really comes back to finding the best mate. We look to our peer groups to let us know how attractive we need to be.”
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January 23, 2011
Categories: Guerilla, Musing from Left of Madison, Viral, Viral and Guerrilla . Tags: ambassador, Belvedere, brand ambassador, Coke Zero, left of madison, Sony, street marketing, Verizon Wireless, viral, Windows 7 . Author: leftofmadison . Comments: Leave a Comment
