University Challenge - Team 3

Glide-in with your housemates!

Overview

Goals and objectives• Raise awareness of the brand• Increase the fan base• Drive sales and ROI

• Target audience: Students• Timescale: May to July 2012• Budget: £10,000

GLIDE-IN EVENT• Offline campaign

• Target all the university campuses in Birmingham (1 event per day)

• Students like the Glide Facebook page via iPads on the day, take pictures on the Surf simulator, tag yourself, find out information about Foursquare Challenge, QR code to download Foursquare, sharing and interacting with friends.

• Engage with target audience of students

Foursquare Challenge

• Online campaign

• Glide: raising awareness via badges and rewards, potential partnerships, simple and cheap, existing service.

• Students: fun, excitement, engaging with the brand, socialising. Rewards such as free meals with Glide’s partners, one month discounted package with Glide.

Evaluation

Goals and objectives have been met• Raise awareness of the brand• Increase the fan base• Drive sales and ROI

Budget and ROI

• £10,000• Offline campaign - £8,000 (leaflets, simulator,

advertising on campuses, staff costs, travel)• Incentives - £2,000

• ROI - Generate £5 for every £1 spent• Student population 65,000• Reach 10%

Future

• Glide app

• Potential to roll out the GLIDE-IN Event and Foursquare Challenge in other UK university cities