Driving It Home

DRIVE by Paul PattonEarning a degree takes commitment, time and — dare we say — drive.

Last summer, WilmU’s university relations team revved up a social media campaign that asked students and alumni to keep their eyes on the road — not just to drive safely, but also to spot cars wrapped in WilmU lettering that were cruising around the tri-state area. Then they were asked to answer a question and post responses to Facebook using the hashtag #WilmUDrive. The question: What drives you to WilmU?

“This was a new marketing channel using mobile advertising to  expand awareness of the university brand, as well as acknowledge and support a local Delaware start-up called Carvertise,” says University Relations Director Bill Swain. Carvertise is an advertising company that brings car drivers and companies together for unique messaging opportunities.

Hilarious and poignant responses ensued, and one winner scored a $300 Visa gift card. The popular campaign ended Aug. 30. As for the campaign itself, 24 cars amounted to 9 million targeted impressions per month. WU